Tag Heuer, Why So Much Hate?

Something every watch geek has seen on a watch forum is the simple questions “Tag Heuer, why so much hate?” I wanted to address this in a short article that I’m currently writing after a short time of researching, so do not take this as religion or the reason for your next purchase. Just someone's well thought out and written opinion of Tag Heuer.

First off, let’s get it out of the way that I have never owned a Tag Heuer on my wrist. While that will turn some of you away about my own opinion but I can promise you many people have chiseled their opinion of Tag Heuer in stone without ever wearing a piece. So what am I using as reference? Hours in the Tag store, wrist time, with countless review videos, Hodinkees History page of the brand, and simple watchuseek forum so understand everyone's opinion.

Tag Heuer was founded in 1860 with their headquarters in Neuchatel, Switzerland. Making them a Swiss watch brand, founded by Edouard Heuer finding its niche with chronographs and timing of sports events, The name change from Heuer to Tag Heuer didn’t happen in till 1985 when purchased by The Tag Group.

So what brought them to the prestige swiss level they are at now?

In 1887 Heuer’s oscillating pinion was a major step forward in the reliability of the chronograph mechanism, it enabled more reliable and quicker starting action. It is still widely used in most chronographs. In 1962 John Glenn maid the first manned American space flight, wearing Heuer a chronograph. And of course, the one that really made that Heure name famous was in 1971 Steve McQueen wore a Heuer Monaco watch in the 1971 film Le Mans.

So with a rich and interesting history, simply why the hate? Some people say that Tag Heuer was once a great company but with their use of plastic, and remakes of once create watches in a weird and futuristic style such as the newest remake of the Tag Heuer Carrera Chronograph Tourbillon Chronometer. This is a great example of a once great simple and classic watch that is taken to the new near-future style watch that all of the Tag brand has seemingly been going to. And this is in no way a bad thing, sure some people may disagree but this modern look may bring people into them that may not be into the classic styling of other brands.

The snobbery that comes from the watch world can really be infectious and can get to us all at one point or another. As I had no interested In Tag and would have never saw myself thinking of buying one let alone trying one on. But there I was in a small Tag Heuer store face to face with every model Tag you could think of and no excuse not to try all of them on and talk the ear off of the closest sales associate I could find. And the truth is certain styles of Tag modern look is not my thing, but with some clean cut, and more traditionally Tag watches really called my name. With a price point that really sat around the 2,000 mark, the possibilities are endless with the affordable options Tag has to offer.

At the end of the day, this is not a paid advertisement for Tag Heuer, this is a go and judge for yourself announcement. I fell into the idea that a watch collector has to think the same as every other watch collector, they have to like and dislike certain brands, movements, and styles. And in my opinion, I say go and try out every watch, every brand, and buy anything that puts a smile on your face because your wrist it will be on. Go be a knowledgeable consumer but don’t let the “knowledge” of other people aka opinions consume your thoughts.