If you haven’t been able to figure it out yet: this is just a smear campaign to get Bernard Arnault to make MEEEE THE TAG CEO and adopt me as his new daughter. PLEAAAAASEEEE FUTURE DADDDDD!

Hey! TAG Heuer AD worker here. I completely agree. I think TAG Heuer’s biggest weakness these days is their ownership by LVMH. Like you said, a ton of people not within the watch world know the name TAG Heuer. They see the sign, and they recognize the name. But on the inside, it’s really not good. A little while ago, we were confident in telling our customers that it’d only take a month for their watch to come back from LVMH, the place that handles TAG watch repairs. These days, however, we have to tell them more like 4-6 months at the fastest. We’ve had multiple complaints from customers saying, “where’s my watch?” It doesn’t look good for us, and it doesn’t look good for the brand. Worst of all, the LVMH repair department are tolerable at best. They can make the watch work again just fine, but they won’t do much more than that. But the trouble comes when they decide to send us back a watch that has had NO WORK DONE TO IT. This has happened on multiple occasions. Our manager had even sent emails reprimanding them for their terrible service. At this point, I’m telling our customers that they’d be better off sending their watch to our company’s watchmaker. That way they’d have their watch back within the month. And the thing is, he does a far better job than LVMH even does. If we had the option to go through any other repair department than LVMH, we would. But we’re stuck with them. On the side of some of their better releases, like the 160 year collection, we can’t even get them in for our store, let alone order them for a customer. Same goes with the Monaco collection. They’re now exclusive to the TAG Heuer boutiques and their online store, and the Monaco’s were ones that we were able to sell regularly before they pulled them. Don’t get me wrong, their current lineup of non-smartwatches is a really solid three tiered lineup. You’ve got the Formula 1s as the entry door, the Link and the Aquaracer as the mid-tier, and the Carrera, Autavia, and Monaco as the upper echelon. Obviously this isn’t taking into account the various tourbillon models they offer, but lord knows we can’t get them in our store either, simply because they’re pushing 15-20 Grand. Overall, I really like TAG Heuer as a brand, and they’ve got some serious history and heritage in the watch world. It’s just that their ownership is barely taking any advantage of it. If they could shake loose LVMH, I think they’d be a hell of a contender, just like you said. It wouldn’t even matter if they dropped the whole TAG branding. That I think has become so much a part of their name that it’d be detrimental to their image to the outside community. TL;DR: Good company, terrible ownership, even worse repair shop

When you brought up the missed opportunity concerning 90s style today and tag Heuer's zenith of popularity during this same period, this struck me as something that a 27 year old CEO brought up on smart devices can easily overlook. Good point, Britt!!

Got my first TAG Heuer (Formula 1) in 1991 and wasn't aware of the brand at the time. I was looking for a dive watch which wasn't massive. Withstood everything I could throw at it. Loved it. Still going strong today.

Great video! Really thoughtful editing, an informative history and an interesting analysis on the current situation. I also came away unsure if I wanted a tag more than before or less.. I certainly feel more like calling it a Heuer than a Tag if I’m going to abbreviate one way or the other!

I completely agree with you, when I began to work as a young engineer in the early 90’s the watch brand that screams I made it to me was Tag Heuer, I bought a Tag Heuer Kirium and I felt like a king 🤴🏻 with it on my wrist! Greetings from Puerto Rico 🇵🇷

I love Tag heuer. Last year I bought a "link" , used. And 2 weeks ago I bought a new, black, Aquaracer. I've ordered a Rolex. But if I've not had it by next year, it'll be a Carrera model next.....love them. Great video by the way 👍👍👍

Barring the Monaco, which is a nostalgia trip, I honestly don't care for any of their watches.

My 1st nice watch was a Tag Heuer 6000 series with a blue dial. I was in that store for a good 2 hours looking at it, walking around the store to see if it felt good on the wrist. It was about $1200 and the most I had ever spent on a single item other than a car. I wore that watch for a good 6 years. It has now been passed down, 1st to my nephew then to my oldest niece and now the youngest niece. She actually still wears it on sometimes.

You nailed this video Britt. Good mix of historical facts, fun editing and some quirky narration. Also, agree with your observation, culture and fortune handing them a potential win but they are fumbling the ball.

Very nice production and so insightful content as well! That's for all the work you put in.

Best video on TagHeuer I have come across. Great job, Britt! Well researched and put together, actual information, nice archive material, and original thought!

Same, TAG reminds me of my youth and they have some really retro stuff

Omg I feel exactly the same! I don’t find myself going out to seek content about them 🤷🏻‍♀️ I could easily skip the tag boutique! But they still have this really soft spot in my heart and I find myself low key cheering for them! A little hype watch would go a long way for them 😜✨

Hi, just stumbled on your channel (I won’t sue) with this TAG vid and it was great! Totally agree, I bought my first TAG F1 about ‘89 in London working as a student. Saw the yellow one advertised, loved it, wimped out and bought the blue instead and loved that too. I’d probably seen TAG and Heuer on F1 cars before but not consciously. This was such a fresh brand to me. Yearsss later I bought the F1 Gulf and love it but like you said I’ve witnessed the brand dissolve slowly and become watch-bashed in the media. I own a Nickleback CD so I can handle this. But yes TAG Heuer are all over motor racing and have the history to be great again! Sorry I waffled. Great channel.

I am a 90s kid also and I totally agree with you on loving tag and feeling like some one if you had one lol I remember I took a trip to Europe and the Middle East in the early 2000s and seeing a big billboard when Leonardo Dicaprio as their spokesperson and saying to my self and my dad when I get money I’m buying a TAG Heuer

My Tag Heuer Kirium was my first major watch purchase in the late 90s. Back then I was not into watches per say, and my preconception of the brand was young and dynamic. I worked a lot in the city of London back then and noticed they were one of the favoured brands amongst stocks traders etc. I kind of saw the other brands as for old men who smoke pipes and wear slippers, people who were winding up their lives, not young and ambitious like me. I am now that pipe and slippers guy but I still love that watch. I'm so glad I kept it.

100% agree! Second only to Rolex, TAG was the brand name that I was aware of for luxury watches back in the day. TAG has some strange allure. I wish they made a model I loved. They need their version of the BB58.

I own two Tag Links and absolutely love them! The Link has one of the most comfortable bracelets ever. I don't know what it is about Tag, but I'm a fangirl. I'm considering the new hot pink Aquaracer that came out.

I agree 100% with you, the 90's is staring Tag in the face and saying, "let's have another go for this new generation that loves the 90's," and Tag is saying no,no we have to make this super expensive electronic watch. So sad for Tag missing the boat! I actually purchased a Tag Aquaracer Calibre 5 a month ago and returned it for an Omega Seamaster 300 in Blue Gray. The price difference between the two was in the thousands, and I for the life of me can't lie and tell you that there are moments I don't miss the Aquaracer. Hands down I think the bracelet on the Aquaracer was better than my Omega that I'm wearing right now. I was told that Tag was not a real Swiss watch and it had plastic parts inside, but deep down I should've kept my Calibre 5, I was happy with it. Now I'll just have to purchase it again in the future.

Good perspective Britt! I’m in a family business here in Australia started by my late father. But when I came into it some 30+ years ago, I started at the bottom! Dad said “If you think you’re coming into the business & start at the top, you’re not!”🤣 Twice the hours & half the pay of my trade, I worked by butt off alongside dad. An overnight success that took 20 years!😂 Anyway, I’m on a similar wavelength re Tag Heuer! This brand was my very first so called luxury purchase some 20 years ago! It’s still in immaculate condition & is my special wear from time to time.😊👍🏼🇦🇺

I’m going to own a Monaco one day, blue dial vintage, just a gorgeous time piece.

While I understand the strong brand image from the 90’s era, I actually think that’s a problem for TAG. In my opinion those designs are not timeless, they are pinned to an era whose fashion comes and go. Patek, Rolex, Omega, etc all these brands have strong timeless models that aren’t pinned down to a certain decade like the 90’s. They’re going down the connected watch route because that’s one of their only plays at this point.

This is a great breakdown. TH has been an afterthought for me but still holds a soft spot. I hadn’t put my finger on it but this video explains exactly what I hadn’t thought through.

Frederic Arnault in his Steve Jobs-esque sweater... so funny

Tag gets shade cause of it’s price point. I got a 2018 WAY2112 Aquaracer 41mm 300m (big fan of the specs) and I have put it on the chopping block about three times and every time I can’t do it because I have connected very much with it. I enjoy the size, wearability, look and design, handling, bracelet (clasp needs some love), and versatility. It’s one watch I am not afraid to beat up and I use it to workout, with a suit, with shorts, to ride horses, etc. It was my first entry level luxury Swiss watch and I think a keeper. It’s one of those watches I can wear and I don’t need to ever take it off.

I have a 2008 Tag Heuer Carrera, got it as a graduation present. I chose it over the speedmaster, as at the time I had a Planet Ocean. Anyway, I love TH and in a meeting with my Carrera, I've got a better watch than 99% in the room. I've now got two Tudors in the collection, which I do prefer and think are better value for money & quality, but TH still rock.

Your best video yet. Loved it. Keep up the good work

Damn that YT algorithm! Why have I not discovered your channel before??? Subscribed!

No brand is perfect, I just focus on the ones I like and ignore the rest…great content and stimulus. Thank you!

Loved this video Britt! I agree with your points wholeheartedly. I want to see Tag Heuer make a comeback, and as you pointed out, you would think their heritage would enable them to do that. My first watch was a Tag (a gift from my Dad in the early 2000s, yes, the brand still held some sway in the early 2000s too.) I think that after the Heuer era, the brand never found a solid footing again. This makes me wonder, where could the brand go now that would make them successful now? I'm a big fan of 60s and 70s-era chronographs, and Heuer, along with Rolex, was a trailblazer in that space. As someone who bought a 1964 Heuer Carrera Re-Edition, I still love their Heuer-ara racing watches. Could this period of their heritage be their main opportunity? Haven't they already tried capitalizing on this space with their more recent Carrera models, which have not proven nearly as popular as modern Daytonas? Many of their re-editions or re-issues, however you want to classify them, have been popular but not wildly popular. In comparison, Paul Neuman-era Daytonas have set off waves of mania in the world of watches. Suppose Tags Heuer's strongest brand attribute is its history in racing. Can that history be leveraged to revive the brand in a time when the Daytona already solidly owns that space?

Helmut Sinn started as a Heuer dealer. The first Sinn's were just rebadged Heuer's. But then he had the idea to make them even better, stronger, more reliable but still more affordable under his own brand. Sinn's still are infact what Heuer would be today without TAG and LVMH.

The more that the KZfaq watch community bags them, the more I start to like them. You can only go on about Tudor, Rolex, Seiko and Casio for so long before it gets boring........

Imagine if LVMH dropped the T and it went back to being just H again, and it started producing retro design quality automatic movement watches in the £2,500-£7,500 price range. It would be a revelation.

I hear Tag Heuer, I think racing immediately. Even before my love of watches.

I have a soft spot for Tag my mom has a few Tag watches that my dad got her years ago and from time to time I would go in in my parents room as a kid and look at her tag watches and my dad's watches I think to my self I want a Tag one day like so many other watches they had over the years. Tag back in the 90's really where the popular kids in the watch world like Movado if you parents had a Tag Heuer or a Swatch, Rado, or in some cases even a JOJO iced out watch, as a kid growing up in the 80's 90's you wanted in the club of owning one yourself so you either saved up for one or got one by your grand parents lol. Talking about Tag Heuer really got me back in to memory lane for me Thanks for that Britt rally enjoyed the video

I have a Heuer Monaco. It’s a lovely piece

Honestly, it was because of the nostalgia I once had that made me almost purchase a Tag as my intro into watches. I got a B&M Capeland and love their heritage too but that opened me up into the rabbit hole of horology. Not too long after the Omega SMP 300m would follow. I technically had a Tissot Seastar 15 years ago, that actually still works. Point being is that you’re right about Tag’s name brand recognition. They have it and they appear to be wasting it.

Totally agree on all points! ….and you were so right about the 90’s. 1994 I bought the two tone white face tag croon. Felt like a boss 😂

My first luxury watch was a Tag F1 Chronograph Quartz which I purchased back in the 2000's for a special birthday, it started my watch collecting journey, unfortunately it doesn't get much wrist time these days as I have moved on to automatic movement watches including an Aquaracer and others from Longines , Oris and Tudor

I love it that your videos improved A LOT from your first youtube video. Quality and informative videos. Thanks. 😁

To be fair, if there’s one guy who’s shouting out Tag Heuer all the time, thats George Bamford. His passion for the brand makes up for the CEO’s apathy. Its not all lost cause.

I have many watches - Rolex , AP, Patek , VC , LF and FP Journe ! tag Heuer I have on rubber ..carrera is my daily beater. Simple eta movement and simple service. You need one

I couldn't agree more with your last points on the vid. The revival of Heuer (branded) classics (started in 1996 with the Carrera) has been a fantastic channel for TH to remodel themselves as a serious horological contender. the Carrera, the Autavia, the Monza, The Camano, the (kitchy) Monaco are great iconic lines. They could probably turn the Silverstone and the Mikrograph (which are really single watch designs) into a great lines as well. How many iconic watch lines does a company need to succeed? Not enough? OK, Heuer also have the Montreal, The Skipper and the Mareographe (AKA the Abercrombie & Fitch Seafarer, AKA the Orvis Solunagraph), which are ripe for revival. Consistently managing these classics under the Heuer banner is a no brainer especially now they have a great modern, in-house column wheel chronograph movement to exploit. Instead TH choose to release them under a pretend Heuer ID with a trickle of Ltd Ed releases, leaving the market segment for Tudor, Brietling and Omega to dominate uncompeted. Worse still, they use the iconic brand names Carrera and Autavia in modern lines, diluting the very iconic values that those names possess.

Oh girl, your hair at the end of the vid is AMAZING! And you’re absolutely right- the price game need to change if the watch makers wanna stay , in the game.

I do agree with you. Tag was always prevelant 30 years ago, and never had anything that I really wanted. But just a couple months ago I tried a bunch on watches on….Santos, Breitlings, and a few others…..somehow I walked with an AquaRacer 200. Just felt the best. I was shocked. I am really happy with it. Pulling for Tag Heuer as well.

Like you I've always had a soft spot for TAG Heuer watches. It began in the 80's. I was a teenager tuning in to Magnum P. I. on Thursday nights, and I wanted a dive watch like Magnum, but I couldn't afford the ROLEX GMT Master II. So, I was looking around everywhere for dive watches and I found the TAG Heuer Formula 1. It only cost a couple hundred bucks back then if memory serves. Ever since I've been a fan. I've added an Auqaracer Calibre S to my collection along with multiple newer versions of the Formula 1.Thanks for this stroll down memory lane!

I've been aware of TAG for as long as I can remember (long before I knew anything about watches) but I can't think of a single watch they've made that made me go "wow, I want that". As an 90's kid, when I stopped to stare longingly at the windows of jewellery stores it was the Breitlings, Rolex's and Cartiers that caught my eye whilst the TAGs looked out of place.

I also have a soft spot for Heuer, as a motor racing nerd that is what got me to take notice of the brand. Roll on some decades and I finally got the now discontinued version of the Monaco and an F1 a while back, great watches in my humble opinion. There were a few others that although I like for some reason never made it into the collection, the Autavia is one that came closest. As for the connected pieces, I have no desire for one right now. I really do wish the brand the best of luck and hope they can find there mojo again.

Hey Britt, love the 'cash up with a brand' series! I think you're spot on when it comes to TAG Heuer nowadays. Imho they totally lost track with the new CEO. I'm in my 30s but do think that Mario watches, NFT's and all the other stuff is NOT the path you want to walk towards your future! I really like some of their models and no doubt about that they still make some pretty nice watches but their brand positioning and advertisement is just bad...

My dad bought me a Tag Heuer 4000 automatic on a leather strap when I turned 18. I opened the packaging - which was absolutely more fancy than anything I'd ever received before, and as I peeled the layers away, opened the cardboard outer, slid off the high quality lid, unzipped the leather circular inside, and slowly opened the final lid... he had swapped the watch out for a Mickey Mouse watch (the one with the arms) and damn he fell about laughing. He told me that I was born after midday so I wasn't getting the actual watch until later... He's an actual villain. I still have that watch and I rock it regularly today on a NATO strap and it's an actual strap monster.

This was an awesome vid, Brittany, thankyou. Perfect timing, also. I watched a TAG Heuer vid yesterday with Patrick Dempsey driving around a sports car with the then new Autavia Heritage Chrono. I put in a lengthy comment how the brand needs more grit and less glamor. They have such a great racing heritage, but squander it in my opinion. By the way, wanted to mention the Stern's young future leaders of Patek had to pay their dues and aquire responsibilities as deserved. I doubt a 26 year old paid such dues.

Really excellent video. Bit of story telling , history , nice b-roll , point of view. Great mix of stuff!

This video was very well done. You were bang on in saying that they got all the ingredients to be successful RIGHT NOW. Also, LOL @ the resume haha

This video is so on the money! I purchased my first luxury watch back in 1983, a Heuer 2000 chrono after a good night in the casino in Aruba lol I was 19 years old. I’ve always loved Tag, but you’re right. There’s nothing worse than wasted potential

I love my Tag Heuer Aquaracer and unlike most watch snobs, have taken it diving. The best thing about it? That I can get a solidly built dive watch that depreciates 60%+ within it's first 5 years when picking it up secondhand!

I have a Tag F1 quartz that was a gift from my mother when I was 18 or something. The rubber strap lasted a few years and I think died a death after I joined the army. I got the bracelet for it and it has been on there ever since. About 9 years ago I bought a Silverstone special edition but never really gelled with it, as cool as it was and less common than the Monaco. Sold it recently for a decent profit and bought a first generation Planet Ocean.

This video was excellent! Why have I never watched a video of you before so informative.

Good stuff Britt. Thanks for doing due diligence on this video.

I love my Tag’s and especially my 2018 Gulf Monaco.My first Tag was my 2005 F1 which I still own.Since that I’ve bought a 2015 Carrera,2017 Autavia .The Monaco is always a conversation piece and you can wear a Tag without attracting any unwanted eyes 😊My next Tag will be the Tourbillon👍

Love your content! Im born in the 80s and the watch i got for my graduation present was an Aquaracer, back in the day before watch collecting, it was only one of those few brands that i know besides Rolex. By the way Hola from Malaysia

You are so cool Bitt , keep on posting the nice informative vid !

Stumbled onto this account and love it !

Now 67 I do remember TAG, as I called it, being the cat's meow. I didn't even know the Heuer part. I knew about Rolex and actually grew into a few, but I digress. At the time TAG was obtainable for the middle class. Rolex used to be, especially nice used models, but that is all gone. I do like many Rolex models, but I'm done. I'm afraid TAG is missing the boat. The old Heuer pieces actually were the cat's meow. I'm glad I subbed. You put a refreshing review on the subject at hand, but I assume you get that a lot.

Totally agreed with you…. If they just focus on reissue of the great from 60/70s period… they would make a killing….😂

One of your best videos, charisma all over the place love it

I think TAG Heuer have the perfect opportunity to hit the younger premium watch buyer who has a bit of coin and doesn’t want to buy Rolex or Omega because…. Well, that’s what the old man wears! Their latest play of combining nostalgia with upper end quality (Glassbox Carrera) is a superb move. Maybe give the kids at LVMH a pass and see how they run with it. 😉

I’m a 90s kid too. Thanks for confirming that I wouldn’t be looking to get a Tag Heuer anytime soon, oh no not anytime soon at all 😂

I really, like REALLY wanted a Sport Elegance back in the day, with the wishbone bracelet… so cool! 😎 had the plastic bezel F1 in black and white, great little quartz beater, no idea what happened to it 🤔

I agree with you completely, even the soft-part even though my current 1860 Carrera is back to them with another balance problem. I’m not sure what LVMH will do, but moving into the Omegasphere makes sense as Zenith pushes further upmarket. My money’s on failure.

I got a TAG Heuer Link Dual Time 15 years ago as my college graduation gift, which was also the first “luxury” piece of good I ever possessed, and it had withstood time to become my staple watch still. I think it is a true affordable replacement for Rolex Explorer II then and now. So I also have a soft spot for them. But now as I am beginning to dig deeper into the watch world, I also get why there is such a divisive view on TAG Heuer. It seems the LVMH group has been using the brand as their lab rat for trotting the middle ground between traditional/quality/luxury watch and fashion watch, only to satisfy neither side of the aisle. Many quality models have been discontinued, and for those who continued to be produced, rather awkward designs and colors have been added. They also frequently price the watches so obscenely high for the movements housed inside (which had so little in-house upgrades) that one would rather get a better deal by pursuing a Tudor or a Longines or bite the bullet and spend more money to get an Omega or even a Rolex at retail. The brand also lacks a clear identity, frequently changing brand ambassadors, boasting its fashionable design while downplaying its race chronograph and diving traditions. These issues need to be sorted out, quickly.

I have a Heuer Montreal it’s it screams the 70’s! No other watch like it in todays market- cushion shape design, crown on left side, tachy and pulse scale on the dial! It’s uniquenesses is what makes it fun to wear! Cheers

Britt, what you are asking Tag Heuer to do is what Longines is pulling off right now with its Spirit collection. Check it out.

I have a 1973 Heuer chronograph and to bookend it bought the skeltonized Carrerra Twin Time Chronogtaph GMT with the excellent in-house Calibre 02. The reference I bought was very Hublotesque. Mechanically it was superb but aesthetically it was much too busy and difficult to read the metric information which is the f***ing point of a watch with multiple complications. TAG has brought in the world’s premier woman watch engineer Carol Forstier-Kasapi who shares primary responsibility for the Ulysses Nardin Freak with Ludwig Ochselin and who spent a fertile decade at Cartier as their technical director of high end complications and Uber watches. Heuer was a hallmark for quality and precision - they need to go back to that and offer the very best at each price point in their model lines. I have owned two quartz Grand Seikos and a masterful Campanola (the Citizen version of high accuracy, high finished quartz which puts Grand Seiko to shame). Quartz was originally the province of expensive watches. TAG Heuer does not have to renounce quartz or even smart watches but they need to follow the example of the Japanese and strive for the best even if, as in the case of Seiko’s spring drive, it takes twenty years of development and 220 patents before a spring drive watch could be offered commercially. Few occidental companies demonstrate the commitment of the Japanese to the pursuit of long term excellence and consumer value. Jean-Claude Biver is an engaging marketer but he is very much in the vein of the Detroit hucksters who put a Mustang body on a severely deficient Falcon chassis and drive train, experienced a short term spike in profits from 1965 to 1973 and then found themselves left in the dust by Japanese manufacturers whom the Detroit hucksters laughed at.

Hey Britt, greta vid, own a number of Tags. Would like to own more, however still hesitant given what you can get from other brands in the same price point (hello Tudor). At any rate, what brand is that jacket? It's very cool.

I agree with this. Also, my first higher-end watch was a TAG Heuer Calibre 5 from the 2000s that was my uncle's and got it after he sadly passed away. It is a very nice watch and it also continues to remind me of and brings back good memories of my uncle. I hope TAG Heuer improves itself, and I agree with the ideas you discussed. A "smart" watch will not help the company. It should use its heritage to come up with nicer watches.

Same! 90's kid here. I was aware of Tag before even Rolex. I'm lightly looking into LVMH stock, and honestly from a corporate strategy perspective, i think the higher end horology will occur through Zenith, Chaumet & Hublot. Tag will take on Longines and that bracket.

My favourite watch from recent times was the Heuer Autavia thats the brands fanatics designed as you showed. Also anything with a clean dial and not over the top like the Carrera dress pieces. It's a sleeping giant, but, when you talk to the authorised dealer they sell alot of pieces.

The first self-winding chrono claim is debatable. Zenith, the caliber 11 group and Seiko all rolled out auto chronos in 1969. Zenith was first to announce and show but Seiko was first to market.

Such a really well organized, informative entertaining video. I haven’t before but Yes, I will subscribe now thank you

“Muggle”, huh? Now I know how to address the “others”, LOL. You’re 100% spot on about Tag’s name recognition.

I too have a soft spot for Tag. I’ve always wanted an Aquaracer and their Formula 1 Senna is very cool, the bracelet is so refreshing.

Hi Britt, my 1st “luxury” watch was my beloved Tag series 6000 with an amazing steel & gold intricate bracelet. I felt a million dollars wearing this although it cost me £2,200 back in 1995 which was a lot of money for me back then. I still love it although I wish it was not a quartz movement which required the battery changing too often and then needs pressure testing to maintain the water resistance. I agree that Tag Heuer has so much potential still yet seems to have lost its way somehow. Keep up the great content 🙏

To have a 27 year old CEO, may not be a disadvanges. He needs good adviswers, but the young may know more about the trans of 15 - 20 years old, who starts with a smartwatch, perhaps a Tag, and move up to a analog quartz or automatic watch. When Bond got into Omega, it was a realtive young worker who convinced Jean Claude Biver to try it out. He was very skepital but after being confronted 3 timers over 2 - 3 years to try it out, he realized that he was too old to get into the mind of the young generation, so he took a chance and it paid of. I am 54, and can not figgure out the youngs mindset when it comes too waches and many other things :)

I'll admit that I'm about to buy my first TAG - a new Carrera... I collect watches, and used to think TAG was the junk watch for people who don't know watches. But the newest movement, and some things on the horizon, make me think there may indeed be a return to quality. Omega survived "Swatch" - let's hope Heuer (not TAG) re-emerges from LVMH.

My first Tag was a Kirium. Still have it and love it. Still ticks great. I have bought Rolex and Omega. Love them. But Tag is always a brand I love. So I went out and just bought the new GlassBox. Love it.

They bursted due to marketing a few decades ago; all airplane magazines had their ads and they were also in sports events catching the eye of the masses and trying to sell a brand/status rather than a watch. With so many other options out there plus microbrands it kind of makes sense for them to capitalize on nostalgia and tech. With their prices though; I tend to believe they aim towards a flashy niche.

Agree 100% about brand recognition - surely only Rolex is more well known to non-watch people, so it's a shame that the owners don't seem to make the most of it. I've got two, an F1 chronograph Gulf Edition (that I've put on a steel bracelet as I was terrified of damaging the gorgeous blue suede strap) and an Aquaracer GMT Pepsi. They get more looks and comments than other more prestigious / expensive watches that I own.

Great video! I agree 100%. I can remember thinking in the early 90’s that a Tag was a luxury watch to aspire to… a lot more at the time than a Rolex. I owned a Monaco gulf edition for some time, but I still prefer my Panerai and Rolex Explorer 2 😊

I've had a love hate relationship with this brand for a long time. Loved Biver era of TAG Heuer. I was appreciating the Autavia Cup, the idea of enthusiast input in design, and the variations of it. I loved the Link, they had some of the most innovative designs, and such a comfortable bracelet. I thought they were going in a great direction with the Heritage pieces they were rolling out. Then the Link became a dress watch. Arnault implied moving away from Steve McQueen and released the Mario Connected....which was a limited release and sold out immediately. 2021 seemed to be moving TAG Heuer into Moved/Invicta fashion brand territory. I'm a tech geek, and I love watches, I actually really enjoy the Connected for what it is, and I can see it being a gateway drug into the mechanical watches. When I started giving up on them, they release the Superdiver using a serious TH30-00 movement contracted from Kenissi. See? Love/hate. Like you, I am really hoping this brand succeeds. They need to redefine their identity again. Great video, keep up the great work!

what model are those 90s tags? the colorful ones. im looking at maybe getting one! :)

I feel ya, I have an old Tag from 1992, 2 tone (gold plated :-/) chronometer certified. I got it when I left the military and was going to the university. I’ve always loved watches and at that time, this was a good brand, Swiss watch, entry level and yes, a milestone watch for me. I could have gotten a Rolex DJ but to me, that was an old man’s watch. 🤷🏻‍♂️ The day date didn’t appeal to younger, ignorant me and I wasn’t aware (or could afford) VC, Patek or any other big name Swiss brand. I still spend (or waste depending on your viewpoint) $375-400 to get it serviced every 10 years or so. I don’t think I could sell it for that much lol but it was my 1st Swiss watch and I’ll love it for that. Buuuut, Tag has it’s place in the watch world and it will never be in the top 3 or close. IMO. I go to their boutiques often and try to buy one but they’re not their yet. Their Autavia and Carrera lines are the only ones with promise, for my liking. I don’t know any other watch enthusiast that owns or has bought a Tag…I’m usually the only one in the group lol.

My fav video u have ever made 👌🏻👌🏻👌🏻, I 100% share the love of the brand history ❤️

I do have a soft spot for TagHeuer. I was a big Jason Bourne fan as a kid and when I saw his watch when he's scaling the building I said to myself one day I'll own that watch and a few years later I was able to make it happen

Ron Dennis of McLaren was also involved in the purchase of Heuer. The reason given at the time / Swiss watches were rapidly losing Market share.

I have 2 Tag Heuer watches. I got both of them in the mid 90s. The little F1 with the plastic bezel, yeah, I have one. The crystal is so scratched up you can barely read it, but I put a new battery in it every few years and it keeps going. I also have a quartz GMT from the mid 90s. It was the first watch I ever owned with a sapphire crystal. I wore it on two military deployments. Its still going strong 25+ years later, and the crystal is still pristine. I change the battery every few years on that one also. In the 90s Tag Heuer was what you got if you couldn't afford a Rolex. At least that was my mindset. I still love the Monaco, it's on my list. I wish the company was run better because they have some very nice designs, the Monaco is a unique watch that looks gorgeous, the Carrera is an icon. They could still be a contender if they were run better.

if they brought out a re release of their 60s motorspart watches ..driver heritage lines it would be a massive seller

Hi Britt - Last year I bought a Tag Hauer Aquaracer 43 mm GMT Batman. Very cool watch especially if your going for a swim.

Your content is so good: you’re a legit KZfaqr!

I agree with the direction this video takes. My first grail was a Heuer 1964 re-edition, somewhere in the early 90s. It took until 2008 for me to be able to buy one, and I was lucky enough to find one. It is still the most beautiful watch I own, although it is also the most fragile. I think the Carrera is still their best watch, the watch even nerds take seriously. Okay, add the Monaco and maybe the Senna watches in the 90s to cement their solid racing heritage. There you have it, 60s and 70s F1 drivers wore the Carrera, Steve McQueen wore the Monaco, and Ayrton Senna made the Link bracelet watches famous and cool. The problem is, all the other models seem kind of nouveau riche, not to be taken seriously somehow. But: no watch company can survive off one model alone. What to do? Well naming young Fred CEO does not add to their credibility. They may need to seriously re-think their catalogue and add a few (of the right) faces from sports to their advertising and keep young Fred somewhere in the background. That might help.