What Has Happened With TAG Heuer?

I got TAG Heuer Monaco for my 18th birthday off my grandad

Disclaimer: I am a TAG Heuer fanboy. I love Formula 1 (the sport) since ever and the brand reminds me directly of McLaren (not only Senna's McLaren, but also Mika, Kimi, Lewis). I deeply believe the brand is pointing at the right direction right now, they've made some weird skeleton Carreras very "Hublot-a-like" in the recent past, but to me, their racing heritage is the way to go. They cannot overuse the Carrera collection, they have to take the same care they're taking with Autavia. I believe the Formula 1 (watch) reached it's sweet spot with the Caliber 7 GMT model.

What i dont like,is taht they are messing up rather classic „Heuer“ with the „TAG“ lettering…

Overpriced. That is the problem with Tag Heuer.

their watches are way too big. They need to bring back those 36-38mm models for me.

Teddy, another highly informative video - thank you! I entirely concur with your assessment, but the Skipper has certainly piqued my interest and I am hunting one down now. One small point - please lose the Ford salesman's gabble at the tail of your videos; it really lowers the tone. We all know that you sell watches too!! Keep up the good work.

The brand is deeply damaged and "the Skipper" (really?) isn't going to fix it. Stop the pump videos -- leave them to CNBC.

Tag makes smart watches. enough said.

As a fairly new collector and beginning watch repair hobbyist, I tend to look for simple style and value. I've collected about 8 Swiss movement watches over the last year with MSRP costs from about $900 to $4200. When I looking for another addition, my sweet spot is from $1K to $2,500 or so (although I am on the "registry" for a Rolex sub Bluesy...), and looking quickly at the Tag offerings never seems to do anything for me. I'm not a big chrono fan and their aqua-racer to me is just another dive watch that says Tag on it. I'd rather buy a Christopher Ward (and will).

Tag Do nothing for me anymore

the new Monaco and skipper with fake 2 subdial layoutwith the the tacked-on 3rd subdial that is deliberately poorly hidden is a huge misstep, it's like they were too cheap to make a 2 sudial movement and just threw a 3 subdial movement in there anyway, and the newer aquaracer is meh. Tag seemed to peak about 5 years ago. Like the autavia and may get a neo vintage (different) model

Valuable insight, great video. That said, reinvigorating the TH brand like any other business is about investing in the product and getting out of your own way. Maybe that’s what can help TH reach its potential rather than crass nepotism which is what is taking place with the leadership family. TG’s BoD should be more courageous in opposing the CEO.

The new Carrera is very nice... but I want a Solargraph.

Consistency. As a consumer i do not want to invest in brand that I feel might disappoint me a few years down the lane.

Overcommercialized, LVMH added cheap movements and wacky/tacky design. They did the same to Hublot and arguably Zenith.

The Autavia will be discontinued! FYI

I'm a fan, I wich they would Go Full ahead on racing watches

Skipper is beautiful !!! But is it worth 3x the TH Formula 1? Sure, the classic vs sport is evident. But are the watch mechanics worth 3x…or are they asking 3x for a faux vintage watch dial?

To me, I hate to say it but in my personal experience Tag Heuer feels like "peak poor". The brand feels a little tacky as it's the go to brand for ordinary people who want an "Expensive watch". The brand you buy when you're GShock is for work and you buy a Tag for a going out watch. It's possibly a marketing issue but I've never seen a wealthy person or luxury watch enthusiast proudly wearing a Tag.

I love that tag Heuer are now finding the balance between dipping into their roots while simultaneously being innovative

My favorite Heuer catalog is 1983

I had a monaco as my first watch. I used to like the weird funky style. but my taste changed Now i just have 3 rolexes n 1 tudor lol

Hallo Teddy, i have a tag heuer model you shiwed in this video and i do love this brand. Thanks from Switzerland 🇨🇭, rachel

real exclusive brands are rare... all the rest is about "cut costs, rise price"

First autochron....hmmm...Seiko fans may disagree lol

When TAG bought Heuer, it traded off a classic brand and launched overpriced, quartz sports watches which were ugly and unreliable.
So now we see the Heuer brand relaunched still with the TAG association. There are too many burnt TAG customers who now avoid both brands like the plague

Tag Heuer started my love of watch collecting. As an automotive enthusiasts it was my first choice for a higher end watch. I’ve always loved their styling and overall quality. I now own 7 Heuer watches and multiple omega, Rolex and Brietling. I don’t quite get the hate and snobbery for the brand. Glad to see more enthusiasm for Tag.

Great video. Very interesting and super informative. Great job!

It's a B-level manufacturer who have not made a sustained effort to produce horological excellence. I don't trust them.

Best looking watches ever

Running a company because of who your daddy is will always get a worse outcome than running a company by proving merit.

I feel Zenith name is even stronger than Tag Heuer.

The development of the automatic chronograph in the late 60s and early 70s lead to a fabulous renaissance in watch making giving rise to several iconic watches so it's no bad thing in my opinion to see these designs refreshed with the current retro vogue.
I wonder if I didn't play a tiny part in the design revival as I picked up an original Hamilton Chronomatic pan Europe in almost NOS condition several years ago and wondered what significance the number 703 had on the dial.
I was intrigued enough to write to Hamilton to ask them and after several weeks they graciously replied informing me that even after going through the original design drawings they were unable to give me an answer.
It was maybe a year or two following this that Hamilton brought out the re-issue Pan Europe chronograph which might have been the first retro inspired automatic chronograph on the market so just maybe my question prompted them to reproduce what is a beautiful design?

I love my tags but i totally understand where you're coming from. The skipper is quite hot. Does this mean you might start selling Tag? :)

They're iwc a decade ago

I picked up a Carrera in 2016, got it wet a couple days later just to see condensation a week later.
I had that watch fully replaced and the second one, a few months later, did the same thing after jumping into Thea hallow end of the pool for only a few moments….
Battled with customer service and a few weeks later it was returned, fully rebuilt but man, I expected much better from the brand.

I have a Aquaracer and it is a really nice dive watch

My problem with Tag is their prices. $1500+ for a quartz watch? No thanks. For the prices of their mechanical watches, they're encroaching on Tudor prices...and I'll buy a Tudor over a Tag if I'm spending $4000+

Christopher Ward, Longines and others ate TAG’s lunch

Would really like the blue Monaco. Iconic, though I doubt I'll ever part with the bux needed to get one. Have looked for homages but have not found any. (Homages, not replicas, aka, counterfeits)

I've been wearing two watches for years: Omega SMPc (41mm, black lacquer dial) and Tag Heuer Carrera Heuer 01 (43mm, non-skeleton dial). I like them both and had to buy a special Carrera as I am a car enthusiast. But I also like watches and know a thing or two about them, so the SMPc scratched that itch too 😊.

I think a lot of the so-called connaisseurs' disdain for TAG Heuer (and especially for the TAG component of the brand name) is pure snobbery. On top of that, most watch enthusiasts seem to forget they are not TAG Heuer's main market. In fact, what TAG Heuer is doing is the same thing most car manufacturers are doing: showcasing their high end models (which most people cannot afford or don't want to spend so much money on) to sell their 'lesser' (i.e. cheaper to produce) models to the mass market. I think what the Arnault family is doing right now, is refining this strategy: they are putting more effort into the top end of the brand, so as to rise the image (which is good for the enthusiasts) and so sell more of their mass market watches as well, which can bask in reflected glory: a win-win situation. High end customers happy, mass market customers happy, LVMH happy. Only the snobs will remain unhappy and will probably keep on bleating "TAG bad, mall watch, overpriced, etc." for the next hundred years or so. Although... perhaps being able to keep on bitching makes them happy as well. Everybody happy, how great is that?

I own an good old Brad Pitt Carrera - still a great watch! But I don't like the Heuer 02 movement - it's too loud, the rotor spins like crazy and it's not accurate either... Also, they sent my Carrera back to me after a major overhaul and the crown wasn't screwed on properly... so this brand is no longer interesting to me.

"For my self, personally, I've always struggled with mixed feelings bout the brand".
Wow! I sure hope you can come to terms with the full emotional impact and come out the other side.
Good luck, Man. Hang in there.

Also: what on earth does "equipting" mean?

You can sum-up TAG Heuer in three words: Monaco, Carrera and Autavia. Endless and pointless reiterations of these models, none of which improve on the originals which now sell for stupid money, because nobody wants a watch with TAG branding. To me, it's a middling brand going nowhere fast.

Aquaracer Calibre 5 was my first automatic watch, so they will always hold a special place in my heart.

One thing with LVMH is they seem to be moving from exclusive luxury, with a focus on quality, to a louder garish brand with more mass-appeal. I Hope they don’t start turning Tag Heuer into a gaudy and classless brand.

The new Glassbox looks great but unlike Ryan Gossling i wouldn't try and snatch it. The video is fun, though.

I used to love the brand, but the more I got into watch collecting, the more I realized how over priced they are and what terrible value for money they are now. I sold or gave away all my TH watches to relatives. I've started looking into micro brands lately, and find that my Omegas and my other brands offer much more bang for the buck. I only own three quartz watches now, since I gave the rest away. I'm only buying automatics now.

Tremendously watchable segment. Thank you.