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do tag heuer watches hold their value

TAG Heuer, the Swiss watchmaker renowned for entry-level excellence and a certain square racer, has etched its name in the annals of horology. Crafting timepieces that straddle the realms of tradition and innovation, TAG Heuer combines heritage with contemporary aesthetics, creating affordable luxury timepieces and wrist-bound marvels coveted by connoisseurs. 

But, beyond their exquisite craftsmanship and market appeal, I’ll be delving into the realm of investment here, where the long-term value of these watches reveals itself.

Drawing from a tapestry of industry knowledge and scrutiny of market trends, I’ll examine the characteristics that underpin TAG Heuer’s allure as an investment. From their long-standing reputation, impeccable build quality, and celebrated partnerships with motorsports and beyond, I’ll be exploring how the various factors of TAG Heuer timepieces intertwine to shape their value.

About TAG Heuer Watches

With a heritage steeped in horological superiority, this Swiss brand has been crafting exceptional timepieces since its inception in 1860. TAG Heuer’s story begins with Edouard Heuer, a visionary watchmaker who had an uncanny ability to push the boundaries of chronometric innovation in his time. Heuer’s relentless pursuit of accuracy led to groundbreaking developments, including the invention of the oscillating pinion in 1887, a revolutionary mechanism still used in mechanical chronographs today.

I’d be remiss if I didn’t mention some of TAG’s most iconic and renowned watches. The Monaco, introduced in 1969, became an instant classic with its bold square case and avant-garde design. If you like it, you love it, and if you don’t, you can’t stand it. Such is the power of the Monaco.

Thanks to its association with Steve McQueen through his iconic role in the film “Le Mans,” the Monaco has become a symbol of racing heritage and timeless style. The Carrera is another notable timepiece that has captured the imagination of watch enthusiasts worldwide. Launched in 1963, the Carrera embodied Heuer’s passion for motorsports. 

Its sleek design, legible dial, and robust chronograph functionality made it a favorite among racing aficionados and watch connoisseurs alike. Given that it’s generally not a bank-busting watch (although it can be, depending on certain variables), the Carrera is still one of TAG’s most successful releases to date.

What might be clear at this point is that TAG Heuer’s enduring partnerships with motorsports have played a pivotal role in shaping its identity. From the Monaco’s association with the prestigious Monaco Grand Prix to the Carrera’s deep ties with the exhilarating world of Formula 1, TAG Heuer’s watches embody the spirit of speed, precision, and high-performance engineering.

In an industry where tradition meets innovation, TAG Heuer does a good job of combining the best of both worlds. Their ability to honor their horological legacy while pushing the boundaries of technology is a testament to their exceptional craftsmanship and forward-thinking mindset. 

Whether you’re a racing enthusiast, a connoisseur of fine timepieces, or simply someone who appreciates the artistry that goes into watchmaking, TAG Heuer offers an unrivaled experience, particularly in terms of value for money. Let’s look at whether that value holds over time, though…

What Makes Luxury Watches Hold Their Value?

Like most watch nerds, I’m interested in unraveling the intricacies of timepiece investments, so I’ve taken it upon myself to dissect TAG’s value over time and shed light on the factors that contribute to value retention in their creations. This can be spread over a few key areas:

Brand Recognition: The Pillar of Prestige

When it comes to luxury watches, brand recognition reigns supreme. Renowned watchhouses with a storied history and a legacy of excellence often command higher prices and retain their value over time. Brands like Rolex, Patek Philippe, and Audemars Piguet have established themselves as stalwarts of luxury horology, and their timepieces consistently exhibit strong resale value, partly as a result of this.

The prestige associated with these brands stems from a combination of factors, including a commitment to impeccable craftsmanship, rigorous quality control, and a rich heritage that resonates with collectors and enthusiasts. TAG Heuer has been around for a long time, and few people are able to say they’ve never heard of the brand, in all honesty. 

This is where it gets curious, though – despite TAG’s ubiquity as a brand name in high-end watchmaking, their reputation doesn’t inspire as much consumer confidence as most of their Swiss peers. Perhaps this is because TAG Heuer is generally considered less luxurious than the aforementioned brands, if only subconsciously, despite their horological breakthroughs and pioneering designs.

The price point has something to do with that – most TAG watches cost far less than even mid-range Rolexes, excluding them from the perceived upper echelons of watchmaking by dint of the fact that they’re cheaper.

Iconic Design: Transcending Trends

Beyond brand recognition, striking design plays a pivotal role in maintaining the value of luxury watches. Timepieces that boast enduring aesthetics, free from fleeting trends, tend to hold their value more effectively. These designs encapsulate a harmonious blend of form and function, standing the test of time.

Consider the elegance of the Rolex Submariner, with its iconic Oyster case and robust construction. Or the enduring appeal of the Patek Philippe Nautilus, characterized by its distinctive porthole-inspired design. These watches possess a visual language that transcends passing fads, ensuring their desirability remains intact, generation after generation.

TAG Heuer’s Monaco is a great example of this, as are a few of the brand’s vintage offerings (which we’ll get to later). The Monaco virtually cordoned off the square watch market upon release, and to this day, there’s not a square watch article you’ll find worth its salt that doesn’t mention at least one iteration of the quadrilateral ticker. Safe to say, it’s a high-selling piece for TAG, and it certainly has better value retention than many of their other models.

Rarity: Owning The Unattainable

The principle of supply and demand holds true in the world of luxury watches, where scarcity often begets value. Limited editions, discontinued models, or watches with unique complications inherently possess an allure that appeals to collectors and investors. We want what we can’t have, and once we have it, everyone else wants it more.

Limited production runs, such as the Audemars Piguet Royal Oak Offshore LeBron James, or vintage timepieces like the Omega Speedmaster Moonwatch, are highly sought after due to their exclusivity and rarity. The finite nature of these watches creates a sense of urgency among enthusiasts, driving prices upward and ensuring their value remains resilient.

Additionally, the presence of rare complications, such as tourbillons or minute repeaters, adds to the desirability and value retention of luxury watches. These intricate mechanisms require exceptional skill and expertise to manufacture, making them highly coveted among connoisseurs who appreciate the mastery behind their creations.

Do TAG Heuer Watches Hold Their Value?

When it comes to brand recognition, TAG Heuer stands tall, having carved a prominent niche in the industry since its founding in 1860. While it’s true that most TAG Heuer watches don’t hold their value as well as some of their luxury counterparts, the brand’s iconic models have proven to be exceptions to the rule. 

Take, for instance, the legendary Monaco. This bold and distinctive timepiece exhibits stronger value retention compared to other TAG Heuer models, new or old. Look a bit closer, and you’ll notice that special iterations of the Monaco, such as the 18k gold reference CW5140, retain their value far better than others and, indeed, are bonafide horological gems among collectors. 

With that being said, true collectors are movement geeks, and the simple fact that TAG Heuer outsources its movements is one that definitely detracts from the brand’s overall reputation and, consequently, from the long-term value of their watches.

In terms of watch design, TAG Heuer has established a reputation for creating timepieces that blend classic elegance with contemporary flair. Their commitment to striking aesthetics contributes to the allure of their watches but is that enough for the aftermarket in a world where good-looking watches are more accessible than ever? 

While not all models share the same value retention, those with enduring classic designs, like the Carrera 1153B (known as the Jagger – you guess why) and the Autavia, have shown a better track record in retaining their value over time.

TAG Heuer’s limited editions and discontinued models tend to generate greater demand among collectors, bolstering their value. For example, the TAG Heuer Monaco Gulf Special Edition has become a sought-after timepiece due to its scarcity and unparalleled aesthetic elements. Likewise, the Autavia CBE2114 collaboration with Calibre 11, being a model that evokes musings of the Daytona, still fetches a pretty penny.

It is worth noting that while some TAG Heuer watches may experience depreciation in value, others exhibit a stronger hold. Vintage Heuer models, particularly those from the 1960s and 1970s, have benefitted from an upward trajectory in value appreciation due to their historical significance and collector appeal.

Important to note, however, is the fact that many of the rarest watches under the TAG umbrella were made when the brand was just ‘Heuer’, before TAG’s 1985 takeover. While not all TAG Heuer watches hold their value, as well as some luxury counterparts, the brand’s iconic models and vintage pieces have demonstrated stronger value retention.

The Monaco, Carrera, and Autavia stand out as examples of watches that generally hold their value better within the TAG Heuer lineup. With this being said, I wouldn’t recommend many TAG Heuer watches to someone looking for a timepiece as an investment.

Do TAG Heuer Watches Appreciate In Value?

Given that TAG Heuer is, despite the hate, a distinguished Swiss watchmaker with a rich heritage, it’s understandable why the brand has captured the hearts of enthusiasts and casual wearers alike. While watches made by some luxury watch brands have gained a reputation for being expensive investments, the story for TAG Heuer watches is slightly different.

Unlike those of certain haute horologists, TAG Heuer’s watches generally do not experience substantial appreciation in value. They are often considered entry-level luxury watches designed to be accessible and enjoyed by a wider audience. TAG takes pride in this, and they know what they’re doing. Remember – to the company, the aftermarket means little.

They make their bread on the factory floor, so while their watches may not appreciate in value over time, this fact says little about the quality and aptitude of TAG Heuer’s tickers. One factor to consider when assessing the investment potential of TAG Heuer watches is the brand’s iconic models.

Previously mentioned models, be they vintage or off-the-rack, have achieved cult status among collectors, and their value has seen some appreciation over time. The enduring appeal of these models, along with their historical significance and unique designs, contributes to their desirability in the market.

Furthermore, limited editions and special collaborations can be worth exploring for potential investment opportunities. TAG Heuer has released limited-run watches tied to significant events or partnerships, and their scarcity can drive up demand and, subsequently, value. 

However, it is essential to conduct thorough research and assess the market dynamics before considering such timepieces as investment assets. The Jo Siffert Carrera is a good example in this category, as are many of the Heuer chronographs from the ‘40s and ‘50s, particularly those made from precious metals.

When it comes to investing in watches, it’s crucial to approach the endeavor from a well-informed perspective. The luxury watch market is subject to various factors of change, including shifting trends, brand reputation, and consumer preferences.

While TAG Heuer watches may not offer the same level of appreciation as some high-end luxury brands, they can still provide their owners joy, style, and craftsmanship. Furthermore, some of TAG Heuer’s newer watches, many of which include high-tech materials and intricate movements, may project greater value appreciation in decades to come.

The current state of the TAG aftermarket doesn’t necessarily determine what it will look like in 10 years.
Ultimately, whether a TAG Heuer watch proves to be a good investment depends on one’s goals and expectations. If you’re seeking substantial appreciation in value right now, there are certainly other brands that present more favorable opportunities.

What About Vintage TAG Heuer Watches?

Vintage watches inhabit a world of their own. A place where style and technology transcend generations for the sake of timelessness. When it comes to vintage TAG Heuer watches, the story takes a captivating turn.

The vintage Carrera and Monaco models, born during the era when TAG Heuer was still Heuer, hold a special place in the hearts of watch connoisseurs. These iconic timepieces showcase the brand’s pioneering spirit, pushing boundaries with their forward-thinking design and engineering prowess. 

The Carrera, with its clean lines and race-inspired aesthetic, became an instant classic. The Monaco competes only with Cartier’s Tank for the title of ‘Most Recognisable Square Watch Of All Time’. 

These vintage Heuer watches not only embody an era of horological innovation but has also proven to be lucrative investments. As the market for vintage watches continues to grow, collectors seek out such coveted timepieces, driving up their value. Heuer’s Triple Date Chronograph and Carerra 2448S are great representations of how the brand’s vintage watches have held their luster and financial appeal over decades.

However, venturing into the world of vintage watches requires a discerning eye and a comprehensive understanding of the market. Factors such as condition, authenticity, and provenance play a crucial role in determining the value of a vintage TAG Heuer timepiece. 

Thorough research, consultation with experts, and a keen sense of rarity can help identify the hidden gems among the vintage offerings. If you’re not willing to put in some work to ensure the veracity of your purchase, it’s highly likely that you’ll end up with a vintage TAG that’s worth less than what you paid, so be vigilant and above all, patient.

TAG Heuer – A Final Evaluation

In the realm of horological investments, the value retention of TAG Heuer watches may not rival some high-end luxury brands. However, certain models, such as the iconic Monaco, Carrera, and limited editions, have shown the potential for better value retention. While TAG Heuer watches offer accessible luxury and contemporary designs, it is important to approach them as an investment with realistic expectations. 

Vintage TAG Heuer watches, especially those from the era when the brand was known as Heuer, have witnessed a surge in value appreciation, becoming hidden gems sought after by collectors. Ultimately, the value of a TAG Heuer watch extends beyond monetary gains, encompassing the craftsmanship, design, and personal enjoyment it brings to its owner.

are tag heuer watches good

TAG Heuer isn’t like other Swiss watch brands in many ways. It is easy to segment the heavy hitters and lightweight brands in the world of Horology but not TAG Heuer. Collectors do not view the brand in the league of Rolex, Patek Philippe, or Vacheron Constantin, nor is it categorized with brands like Swatch, Tissot, and Citizen.

For over 150 years, TAG Heuer has distinguished itself from the rest by focusing on the motorsport niche and manufacturing valuable tools, earning a world-famous status and a cult following.

The Swiss brand does not only limit itself to the racetrack but offers a comprehensive collection of modern watches for water sports enthusiasts and divers in the Aquaracer collection. But are TAG Heuer watches any good? And are they on par with other luxury Swiss watchmakers?

Below you will find a comprehensive and easy-to-digest answer to these questions, so read on to discover answers to these and more.

About TAG Heuer Watches

Since its inception in 1860, TAG Heuer has embodied avant-garde technicalities and designs that have caught the attention of the vehicle and aeronautic world.

Best known for its unrivaled chronographs in terms of precision and quality, the internationally-renowned Swiss Marque has a storied history of creating both classic and trendy timepieces.

From being the first Swiss watch brand in space to launching the Caliber 11 movement, which earned it the maker of the first automatic winding chronograph caliber status, TAG Heuer has constantly pushed the boundaries of the status quo. 

Its signature materials and craftsmanship can be read in the brand’s motto, ” Swiss Avant-garde since 1860”. TAG stands for Techniques D’avant Garde, and this statement holds for the brand. Not only is TAG Heuer known to manufacture Haute Horlogerie timepieces, but It also has entire departments devoted to producing these highly innovative watches. 

The company is headquartered in La Chaux-de-Fonds, Switzerland but also functions in three other production sites. Quality practices are strictly adhered to, and all TAG Heuer watches are put together in a carefully controlled environment where the air is filtered. 

The design process is also superlative as 3D modeling of the watch’s exterior is often carried out to give the timepiece a realistic look that showcases the materials used in designing the watch in detail. High-quality texturing and ground-breaking pad printing machines are utilized to apply different colors to the dial’s surface, making all of them very enthralling.

The TAG Heuer Monaco and the TAG Heuer Carrera are the most popular and best-selling collections that have gained cult status among TAG Heuer enthusiasts because of their sporty and avant-garde designs.

TAG Heuer also produces smartwatches. In 2015, the TAG Heuer Connected was launched at BaselWorld. The timepiece runs on the Android Wear operating system and brings its application, allowing you to customize the face of the smartwatch. 

Fashion doesn’t have to take a toll on the planet and the eco-friendly brand has been ahead of the game with its sustainability initiatives. Every year, TAG Heuer promotes sustainable practices in its manufacturing process that reduces waste and energy consumption. 

Remnants of brass from milling and machining are recycled and solar energy is utilized whenever possible to reduce their carbon emissions. The brand also has a long history of supporting conservation projects.

Watch enthusiasts recognize TAG Heuer as a brand with tons of Haute Horlogerie timepieces and very precise chronographs with superior performance and accuracy.

The release of the Mikrograph; a mechanical chronograph that is five times more accurate than other chronograph watches earned it the respect of sports lovers all over the world. 

The fact that the Swiss Marque offers affordable, sporty, durable, and very colorful watches that are perfect for timekeeping, makes it desirable for people who want a masterful blend of elegance and performance.

In the collector community, there has been an increasing appreciation for the brand’s chronographs, and its watches hold a special place in the hearts of racing fans all over the world.   

The History Of Tag Heuer

The story of TAG Heuer begins in 1860 with Edouard Heuer establishing his eponymous watch manufacturing company, Uhrenmanufaktur Heuer AG in St-Imier, Switzerland. Back then, it was only named Heuer and he spent the first 20 years establishing a reputation and acquiring unique patents.

Some of them include his first crown-operated winding system for pocket watches, his first chronograph,  an “oscillating pinion”, and his first dashboard chronograph, which he patented in 1869, 1882, 1887, and 1911 respectively.

Edouard Heuer passed away in 1892 and Jules-Edouard and Charles-Auguste, his sons, took over from where he left off. At this time, Heuer was becoming very famous for producing chronographs, and by 1914, their first wrist-worn chronograph was released. 

Two years after its launch, the “Mikrograph”, believed to be introduced by Charles-Auguste, hit the market. The Mikrograph was the first stopwatch accurate to 1/100 of a second and was quickly followed by the “Semikrograph”, another stopwatch that provided a split-second function and 1/50 of a second timing. 

The company continued to expand rapidly over the next few years, fueled by its partnership with Henri Freund & Bros. who specifically sold out Heuer watches in America. Due to the accuracy of its productions, Heuer established a strong reputation and relationship with the world of sports.

In 1933, the “Autavia” (taken from “AUTos” and “AVIAtion”) was introduced. It was a dashboard timer used for automobiles and aviation, and from 1935 onwards, many superlative chronographs were launched. Through the early 1940s, for instance, the brand manufactured accurate and durable chronographs for pilots, known as “Flieger” chronographs.

As a result of these iconic patented inventions, Heuer was designated official timekeeper for the Olympic Games for many years. Their watches continued to be highly popular among automobile racers throughout the 1950s to 1970s, so much so that it’s hard to find a picture of Formula 1 or GT racing from that period in which Heuer’s logo is entirely absent.

The company became a leading producer of stopwatches and timing equipment and its split-second pocket chronographs were selected as the official stopwatches for various games. In 1962, John Glenn wore Heuer’s stopwatch as he piloted the Mercury-Atlas 6 spacecraft on the first US-crewed space flight to orbit the Earth.

The Quartz Crisis of the 1970s forced the company to go up for sale leading to the acquisition of Heuer in 1985. TAG (Techniques d’Avant Garde), producers of high-tech equipment for Formula One cars, acquired the brand, and that was when the name changed to TAG Heuer

Right before the new millennium, TAG Heuer was acquired by LVMH. This measure would allow enough capital to be pumped in to revive the brand’s leading-edge technologies and avant-garde designs.

Today, TAG Heuer offers a wide range of exceptional timepieces that reveal the very essence of Swiss watchmaking expertise. 

The brand is known across the globe for combining high standards with bold aesthetics in the production of contemporary watches. It has stayed true to its commitment to the world of sport, particularly motor racing. It has adorned the wrists of many famous people including Cristiano Ronaldo, Leonardo DiCaprio, and Chris Hemsworth.

Are TAG Heuer Watches Good?

Through innovation, precision, and ingenuity, TAG Heuer has gained widespread popularity thanks to its credible and reliable timepieces that are not just ‘good’ but elegant, sporty, and stylish. 

TAG Heuer’s engineers have engraved the brand’s history on chronograph innovation. The brand is known to utilize materials from the motorsport and aerospace industries, reaffirming its motto, “Avant-Garde since 1860”.

From producing the most iconic self-winding chronographs ever to maintaining the de facto standard of the racing world through the 1960s, TAG Heuer watches are good for many reasons. Apart from offering excellent value-for-money timepieces, they also devote years to designing and constructing complex watches.

Here are 5 reasons why TAG Heuer watches are good.

Historic Swiss Watch Brand

Swiss watches are synonymous with high quality, precision pedigree, and luxury. Just as the Germans are lauded for producing the best cars in the world, Switzerland has the image of Haute Horology artisanal craftsmanship, commitment to superior quality, and a distinguished history.

TAG Heuer is a Swiss watch brand that persisted in mastering fine watchmaking despite a long and challenging journey. The brand has long pursued horological innovation and has shown utmost dedication to its careers in timekeeping excellence.

When you wear a TAG Heuer watch on your wrist, you are putting on over one hundred and fifty years of fine watchmaking tradition, and that is something that cannot be replicated.

If you purchase a TAG Heuer watch, you should be at peace knowing that it is made up of high-quality components and will last for generations to come.

TAG Heuer also uses cutting-edge materials, so all of its watches are least likely to fade over time and less susceptible to wear and tear. Many watch enthusiasts do not only buy TAG Heuer’s watches due to their prestige but because of the care that goes into their production too. 

A lot of TAG Heuer’s ambassadors include A-list models, top actors, and world-class athletes, who epitomize this exclusive picture of high prestige, quality, and luxury. From the likes of Ryan Gosling to Tommy Fleetwood, TAG Heuer is a Swiss watch brand that epitomizes luxury in the world of Horology. 

Swiss watches will forever be the epitome of exquisite craftsmanship, revered in the world of Horology. TAG Heuer continues to uphold the great traditions and expertise of Swiss haute horlogerie, backed by a rich history, groundbreaking innovations, precision, and artistry.

Wide Variety Of Models

TAG Heuer boasts legendary watch models across different collections. The brand has always prided itself on producing high-quality chronograph watches at affordable prices. However, since the release of the first wrist chronograph in 1914, TAG Heuer has been steadily expanding its iconic watch collections with timepieces that boast elegant designs inspired by classics from TAG Heuer’s long history of innovation.

The watchmaker’s catalog can be divided into six main collections. The first, also the most popular, is the 1960s-inspired TAG Heuer Carrera collection, which has been available worldwide since 1963.

The Carrera is also home to various chronographs, high-end timepieces with skeletonization or intricate decorations, and automatic three-hand watches with a date display. It is also home to exquisite models that feature titanium and ceramic cases with diamond-set bezels.

The square-shaped TAG Heuer Monaco is next and is a world-famous historical model put in the spotlight by Steve McQueen after he wore one in the film “Le Mans.” Many of the watches found here bear a strong resemblance to their iconic predecessor, the very first Monaco from 1969. 

TAG Heuer’s motor-racing-inspired collection, Formula 1, represents the entry point into the world of the brand’s Horological prowess. The collection is also packed with bold watches for adventurers who dare to live life at full speed. 

There is also the TAG Heuer Autavia collection with elegant watches and special-edition pieces for collectors. Then you have the Aquaracer, Link, and Connected collections, which all contain affordable, robust, and ultra-functional timepieces.

Affordable Luxury Swiss Watches

Every Swiss watchmaker works hard to maintain the prestigious “Swiss-made” reputation, which is synonymous with exclusivity, outstanding quality, status, accuracy, and prestige. 

This comes at a price which is why many Swiss-made timepieces command higher prices than those made elsewhere. TAG Heuer is one of the few Swiss watch manufacturers to offer highly accurate and durable watches at the more affordable end of the luxury watch spectrum. 

Iconic Watch Designs

For over 150 years, TAG Heuer has distinguished itself from other brands by releasing exquisitely designed timepieces with timeless elegance. All of its watches are the product of extensive research, precision, and artistry. 

That being said, the brand offers a vast array of iconic pieces, from sporty models with contemporary designs to highly-skeletonized and futuristic dials in a wide variety of colors. 

Whether you want a casual/downright playful timepiece or love the charm of classic watches but desire a touch of modern design, TAG Heuer has got you covered.

Great In-House Movements

A movement is considered to be “in-house” if the caliber is developed and manufactured by the watch company rather than outsourced to another company.

In 2010, TAG Heuer produced its first in-house chronograph movement, the Caliber 1887. Since then, the brand has demonstrated commitment to the innovative traditions of haute horlogerie by designing and constructing complex movements with multiple complications. 

One such is a COSC-certified movement, the caliber Heuer 02, with an accuracy rating of -3/+5 Seconds per day and 80 hours of power reserve.

Most Notable TAG Heuer Watch Collections

TAG Heuer has established itself as a true pioneer in the watchmaking industry. The brand has garnered immense popularity through its diverse range of collections, each bearing its own distinct identity and purpose. 

Let’s take a closer look at the five most popular TAG Heuer collections that have captivated the hearts of watch enthusiasts worldwide: Carrera, Aquaracer, Monaco, Autavia, and Formula 1.

TAG Heuer Carrera

The Carrera collection from TAG Heuer embodies the brand’s racing heritage and commitment to precision timekeeping. Its origins can be traced back to the legendary Carrera Panamericana, a dangerous and demanding road race held in Mexico during the 1950s. This grueling race, known for its treacherous conditions, inspired the creation of the Carrera watch, which aimed to provide drivers with a reliable and accurate timekeeping instrument.

The Carrera collection’s name, which means “race” in Spanish, perfectly captures the spirit of high-speed racing. Its design combines sportiness and elegance, making it suitable for both professional racers and watch enthusiasts. With its clean lines, refined aesthetics, and innovative technology, the Carrera collection has become one of the most iconic and recognizable watch families in the world.

Notable models within the Carrera collection:

  • Carrera Caliber 16: The Carrera Caliber 16 exemplifies the essence of the collection with its powerful and robust design. It features a chronograph function, allowing users to measure elapsed time, and often includes additional complications such as a date display and a tachymeter scale for speed calculations. The Caliber 16 movement powers this timepiece, known for its reliability and precision.
  • Carrera Caliber 5: The Carrera Caliber 5 is a more understated and versatile option within the collection. It showcases a clean and classic dial design, often with a date display at the 3 o’clock position. This model is powered by the Caliber 5 movement, offering accurate timekeeping and a generous power reserve.
  • Carrera Caliber 1887: The Carrera Caliber 1887 pays homage to TAG Heuer’s rich heritage in watchmaking. It takes its name from the year when Edouard Heuer, the founder of TAG Heuer, patented the oscillating pinion, a revolutionary invention in chronograph mechanisms. This model features the Caliber 1887 movement, which offers precise timekeeping along with a chronograph function and a date display.
  • Carrera Caliber Heuer 02T: The Carrera Caliber Heuer 02T is a remarkable timepiece that combines a tourbillon and a chronograph in one watch. The tourbillon, a highly intricate and sophisticated mechanism, compensates for the effects of gravity on the movement, enhancing its accuracy. This model features the Caliber Heuer 02T movement, a mechanical marvel crafted with exceptional precision and craftsmanship.

TAG Heuer Aquaracer

TAG Heuer Aquaracer

The Aquaracer collection from TAG Heuer is renowned for its reputation as a line of professional sports watches explicitly designed for aquatic adventures. Combining robustness, reliability, and precision, these timepieces are built to withstand the rigors of water sports and other demanding activities.

With their exceptional water resistance and durability, the Aquaracer watches have become trusted companions for divers, sailors, and water sports enthusiasts around the world. The Aquaracer collection’s commitment to water resistance is evident in its design and construction. These watches undergo rigorous testing to ensure their reliability in extreme conditions. 

From the reinforced case construction to the screw-down crowns and unidirectional rotating bezels, every detail is crafted to provide maximum resistance to water pressure. With the Aquaracer collection, TAG Heuer offers functional and practical timepieces and stylish watches that can seamlessly transition from underwater adventures to everyday wear.

Notable models within the Aquaracer collection:

  • Aquaracer Professional 200 Steel & Gold: The Aquaracer Professional 200 Steel & Gold combines stainless steel and gold elements, creating a luxurious and sophisticated look. This model features a robust stainless steel case, a unidirectional rotating bezel, and luminescent markers for enhanced visibility underwater. It often comes with a date display and is powered by a reliable automatic movement, offering precise timekeeping.
  • Aquaracer 300m Automatic: The Aquaracer 300m Automatic is a classic and versatile option within the collection. With its 300-meter water resistance, it is ready to accompany divers on their underwater explorations. This model features a stainless steel case, a unidirectional rotating bezel, and a choice of dial colors, including black, blue, and silver. The dial often includes a date display, and the watch is powered by an automatic movement for accurate timekeeping.
  • Aquaracer 300m Quartz: The Aquaracer 300m Quartz offers the same impressive water resistance as its automatic counterpart but with the precision of a quartz movement. This model is perfect for those who prefer the convenience of a battery-powered watch. It features a stainless steel case, a unidirectional rotating bezel, and a range of dial and bezel color options. The dial typically includes a date display, ensuring both practicality and style.

TAG Heuer Monaco

TAG Heuer Monaco

The TAG Heuer Monaco collection is renowned for its avant-garde and timeless design, making it an iconic symbol of innovation and style. Launched in 1969, the Monaco collection made history as one of the world’s first automatic chronograph watches and quickly gained fame for its bold square case and distinctive dial layout. 

The collection’s unique design, combined with its association with motorsports and notable personalities, has solidified its status as a true icon in the watchmaking industry.

In celebration of the Monaco collection’s 50th anniversary, TAG Heuer introduced a series of limited editions that pay homage to the brand’s rich heritage. These special editions showcase the brand’s commitment to pushing boundaries and reimagining classic designs while maintaining Monaco’s unmistakable identity.

Notable models within the Monaco collection:

  • Monaco Caliber 11: The Monaco Caliber 11 is a standout model in the collection, featuring the iconic square-shaped case and left-sided crown placement, paying homage to the original design. The dial colors vary, ranging from classic blue and black to vibrant hues. With its striking design and excellent craftsmanship, the Monaco Caliber 11 exudes sophistication and is a coveted choice among watch enthusiasts.
  • Monaco Caliber 12: The Monaco Caliber 12 is another notable model that captures the spirit of the collection. It features a square case and automatic movement, offering precise timekeeping. This model often includes a chronograph function, allowing for accurate measurement of elapsed time. The dial colors range from elegant blue and silver to bold black. The Monaco Caliber 12 combines a vintage appeal and modern technology, making it a sought-after timepiece.
  • Monaco Caliber 6: The Monaco Caliber 6 is a classic and refined model within the collection. Powered by an automatic movement, this timepiece combines elegance and functionality. The dial colors often include sophisticated shades like silver, white, or black. With its clean and minimalist design, the Monaco Caliber 6 showcases the timeless charm of the collection while providing reliable timekeeping.

TAG Heuer Autavia

TAG Heuer Autavia

The TAG Heuer Autavia collection is dedicated to authentic free spirits and adventurers who seek high-performance timepieces. Inspired by the rich heritage of the original Autavia models from the 1960s, this collection pays homage to the brand’s legacy of creating reliable and versatile watches for motorsports and aviation.

The Autavia collection embodies TAG Heuer’s commitment to precision, functionality, and ruggedness. It combines the spirit of adventure with cutting-edge technology, making it an ideal companion for those who value both style and performance.

Notable models within the Autavia collection:

  • Autavia Isograph: The Autavia Isograph is a standout model within the collection, showcasing a contemporary design that combines elegance with robustness. Powered by TAG Heuer’s innovative Isograph carbon-composite hairspring technology, this timepiece offers exceptional precision and resistance to magnetic fields. The dial colors vary, including classic options like black and white, as well as more vibrant choices. The Autavia Isograph represents a perfect blend of vintage charm and modern engineering.
  • Jack Heuer 85th Anniversary: The Jack Heuer 85th Anniversary edition pays tribute to Jack Heuer, the great-grandson of the brand’s founder and a key figure in TAG Heuer’s history. This special edition features a timeless design with vintage-inspired elements, such as a panda-style dial and a classic stainless steel case. The dial colors often include a striking combination of black and white, evoking a sense of nostalgia while exuding a contemporary appeal. The Jack Heuer 85th Anniversary edition celebrates the brand’s heritage and Jack Heuer’s contributions to the Autavia collection.
  • Autavia Caliber 5: The Autavia Caliber 5 is a versatile and reliable model within the collection, designed to meet the demands of modern adventurers. Powered by automatic movement, this timepiece offers precise timekeeping and a generous power reserve. The dial colors range from classic black or blue to more unconventional options. With its functional design and robust construction, the Autavia Caliber 5 embodies the spirit of the Autavia collection.

TAG Heuer Formula 1

TAG Heuer Formula 1

The TAG Heuer Formula 1 collection draws inspiration from the thrilling world of motor racing, capturing the spirit of speed, precision, and innovation. Designed for those passionate about high-performance sports watches, this collection combines cutting-edge technology with dynamic aesthetics, making it a favorite among motorsports enthusiasts.

The Formula 1 collection represents TAG Heuer’s commitment to precision and reliability. It celebrates the brand’s historical ties to Formula 1 racing and embodies the fast-paced lifestyle associated with the sport. With its sporty and dynamic design elements, this collection captures the essence of racing while offering exceptional timekeeping capabilities.

The Formula 1 collection features a range of models powered by quartz and self-winding movements. The use of these precise and robust mechanisms ensures accurate timekeeping, making the watch’s reliable companion both on and off the race track.

Notable models within the Formula 1 collection:

  • Formula 1 Quartz: The Formula 1 Quartz models are known for their exceptional accuracy and reliability. With quartz movements at their core, these watches offer precise timekeeping and require minimal maintenance. The dial colors of the Formula 1 Quartz models range from classic black or white to vibrant options like red or blue, reflecting the energetic spirit of motor racing. The materials used for the case and bracelet vary, including stainless steel, ceramic, or a combination of both, adding to the collection’s versatility and durability.
  • Formula 1 Caliber 5: The Formula 1 Caliber 5 models feature self-winding mechanical movements, combining the precision of traditional watchmaking with the sporty aesthetics of the collection. These watches offer accurate timekeeping and a power reserve that ensures reliable performance. The dial colors span from timeless black or blue to bold and eye-catching options. The Formula 1 Caliber 5 models often incorporate materials like stainless steel or ceramic for their cases and bracelets, ensuring a sporty yet sophisticated look.
  • Formula 1 Chronograph: The Formula 1 Chronograph models showcase the collection’s dedication to precision timing. Equipped with chronograph functions, these watches measure elapsed time precisely and easily. The dial colors vary, ranging from classic monochrome options to more vibrant combinations. The materials used for the cases and bracelets include stainless steel, ceramic, or a blend of both, offering durability and a sporty aesthetic.

Do TAG Heuer Watches Hold Their Value?

Yes and no. Generally, it’s not advisable to purchase a TAG Heuer watch as an investment since they do not always hold its value. However, if you are among the lucky few to own a highly sought-after model, a rare vintage timepiece, or a limited edition, expect it to fetch a higher average resale value than other TAG Heuer watches over time.

Should You Buy a TAG Heuer Watch?

Yes. TAG Heuer is a perfect place to begin if you’re new to watch collecting and don’t plan to spend a lot purchasing a timepiece. The brand produces beautifully constructed timepieces on the more affordable end of the Swiss luxury watch spectrum, yet offers great value.


Bottom Line: TAG Heuer makes good timepieces. Their watches are accurate, reliable, elegant, and of high quality, meeting and exceeding the standards expected from watches in their price range.

We hope that you’ve managed to get more insight into TAG Heuer’s vast catalog of watches and will soon be adding one to your collection.

Omega vs Tag Heuer

Omega…the 2nd most recognized Swiss watch brand in the world, with approximately 70% international brand recognition goes head to head in this epic comparison with Tag Heuer; the holy grail watch brand that is known for its mechanical precision and modern super complications. Which is the better luxury watch brand? Easy question, complicated answer.

In the world of luxury watches, brands like Rolex, Patek Philippe, Audemars Piguet, and of course, Omega have often stayed on the top ranks thanks to their timepieces coming with a skillful blend of bold design and classic elegance. But TAG Heuer…there’s something about this brand. Apart from often being seen as an anomaly, it seems to just be in a league of its own with its collections boldly illustrating the quintessence of Swiss know-how.

Whether you’re a collector or you’re a newbie in the watch market who is wondering “What’s better, an Omega or a TAG Heuer watch?” You have come to the right place as this in-depth comparison of Omega and TAG Heuer watches will provide you with enough data to allow you to determine for yourself if Omega or TAG Heuer is the best brand for you. Let’s begin, shall we?

Which brand is better, Omega or TAG Heuer?

Omega and TAG Heuer use different approaches to watchmaking but some similarities ought to be appreciated between both brands. For instance, both Omega and TAG Heuer produce some of the world’s most famous accurate timepieces and have both been the official timekeepers for the Olympics due to their high-precision timepieces and both watches have been to space.

Though a lot of people know that about Omega’s Speedmaster ref. CK 2998 getting to space when astronaut Walter Schirra wore the watch during the ‘Sigma 7’ mission of the Mercury Programme in 1962, it’s interesting to note that in the same year (1962), TAG Heuer became the first Swiss watchmaker in space when John Glenn wore a Heuer stopwatch as he piloted the Mercury-Atlas 6 spacecraft on the first US crewed space flight to orbit the earth.

When it comes to sports, Omega served as the Official Timekeeper at 29 Olympic Games throughout the 20th and 21st centuries while TAG Heuer has been the supplier of chronographs for the Olympic Games and official timekeeper of three games during the 1920s as well as timing motorsports, athletic and sailing events.

From NASA to the Olympics, Omega has been a world leader in advanced watch design for over 150 years with a record of building iconic timepieces for diving, timing, and resisting electromagnetic fields. TAG Heuer has also followed closely and established itself as an industry expert in timing sporting events.

For instance, if we compare Tag Heuer Aquaracer vs Omega Seamaster, both automatic dive watches with similar functions, you’ll find that the only discrepancy is the price, movement/caliber, and the fact that the Seamaster has better accuracy because of its outstanding mechanical features. So both are quality brands with Tag being more affordable and readily available!

Omega vs Tag Heuer

Tag Heuer’s Story

Tag Heuer watch brand

It’s remarkable how closely the histories of the two brands mirror each other. Tag Heuer was founded in 1860 by Edouard Heuer just twelve years after the establishment of Omega. The name TAG Heuer combines the initials of “Techniques d’Avant Garde” (This is a French term for an art movement that breaks boundaries, innovates on techniques, or challenges the norm with radical ideas) and the founder’s surname.

It began in a workshop where Edouard Heuer used to manufacture silver pocket watches in La Chaux-de-Fonds Switzerland. TAG Heuer started as Heuer Watchmaking Inc. with Edouard Heuer patenting unique mechanisms that are still being used by major watchmakers of mechanical chronographs today. After his first chronograph, the patented oscillating pinion followed in 1887 and five years later Charles and Jules Heuer took over the family business.

With their administration came a new focus on the production of specialty watches so from 1911, Heuer began manufacturing timepieces that could be mounted on the dashboards of automobiles, aircraft, and boats including timing devices for ski and motor racing events.

The watches would show the time of day, as well as the duration of the trip and in 1914, the first wrist-worn chronograph by the brand was launched, followed by the “Semikrograph”, a stopwatch that offered 1/50 of a second timing, as well as a split-second function and the “Mikrograph”, the first stopwatch accurate to 1/100 of a second.

It was a super timer, ideal for measuring the flight time of artillery projectiles with a balance wheel that vibrated at an unbelievable frequency of 360,000 vibrations per hour. During World War II, the brand began producing watches for the Luftwaffe, known as “Flieger” or pilot’s chronographs, and following the success of the Flieger, It expanded Its chronograph offerings to those with multiple sub-dials, triple calendar chronographs that came in stainless steel and karat gold cases.

By the 1960s, Heuer’s timepieces were so thoroughly intertwined with auto racing and aviation that it was hard to find a timepiece linked to racing from that era in which his logo wasn’t visible. His chronographs boomed in popularity from the 1950s to the 1970s and had become popular among automobile racers, both professionals and amateurs with models like the Carrera, Autavia, and Monaco quickly earning followership.

Following the Quartz Crisis of the 1970s, Heuer Watchmaking Inc. was acquired by the TAG Group, Techniques d’Avant Garde, manufacturers of high-tech items such as ceramic turbochargers for Formula One cars adding the name TAG in 1985. Its ownership again changed when it was bought in 1999 by LVMH for a staggering $740 million.

TAG Heuer Milestones;

1860: Edouard Heuer founded the business and named it Uhrenmanufaktur Heuer AG.
1882: The first Heuer stopwatch ever is introduced.
1887: Heuer invents the oscillating pinion
1911: Heuer receives a patent for the “Time of Trip” dashboard chronograph.
1916: Charles-Auguste Heuer, the son of Edouard introduces the Mikrograph and Semikrograph taking stopwatches from 1/5 second to displays of 1/50 and 1/100 second.
1920: Official timekeeper of the Antwerp
1962: John Glenn flies the Mercury “Friendship 7” mission with a Heuer 2915A stopwatch on his wrist.
1962: Release of the Autavia wristwatch
1963: Release of the Carerra collection after the Carerra Panamericana road race.
1969: Heuer launches the Caliber 11 movement, the first automatic winding chronograph caliber.

Omega’s story

Omega Brand Overview

Omega had been on the scene a decade before Tag Heuer showed up. Known for Its sporty chronographs, professional dive watches, and co-axial movements, the Swiss luxury watchmaker was founded in 1848 by Louis Brandt in La Chaux-de-Fonds, Switzerland, and boasts of many award-winning timepieces.

It started with Louis Brandt assembling key-wound precision pocket watches from parts supplied by local craftsmen and marketing them under La Generale Watch Co. He aimed to create highly accurate timepieces, and this desire passed on to Louis-Paul and César his sons, who picked up from where he left off following his death in 1879.

In 1892, Louis Brandt produced the world’s first-minute repeating wristwatch, followed by the first tourbillon wristwatch caliber in the world. During the First World War, Omega established itself as an innovator in timekeeping and was used by Britain’s Royal Flying Corps for its combat units. Its reputation was solidified after this and in 1918 the U.S. Army followed the actions of the Brits making Omega a go-to brand when high precision in timekeeping was needed.

Just like Tag Heuer, Omega shifted its focus to making wrist and pocket watches in 1940, and in 1947, It created the first tourbillon wristwatch caliber in the world Its prowess in designing and regulating movements was largely a success because it had incorporated new chronometric innovations. Today, OMEGA continues to innovate and develop highly accurate timepieces and has been the official timekeeper of the Olympics since 1932.

OMEGA’s Milestones;

1848: Louis Brandt founded the company and named it La Generale Watch Co.
1892: World’s first-minute repeating wristwatch is produced.
1900: First serial production of wristwatches begins.
1903: Company is renamed Omega, a Greek word depicting ‘finality’ in accuracy and reliability, following the success of the 19-ligne caliber,
1999: The first wrist chronometer with a co-axial escapement is launched.
1932: Omega begins timing all of the events at the Summer Olympic Games in Los Angeles.
1948: 1st place at observatory trial in Neuenburg for 30mm caliber
1950: 1st place for tourbillon Cal. 30I at Geneva Trials.
1965: Omega’s Speedmaster is declared Flight Qualified for all Manned Space Missions.
1969: NASA Astronaut Buzz Aldrin wears the Omega Speedmaster mechanical chronograph to the moon, making it the first watch to land on the moon.
1974: Omega Marine Chronometer certified as the world’s first Marine Chronometer wristwatch that is accurate to 12 seconds per year.
2013: Development of timepieces with high resistance to magnetic fields such as the Seamaster Aqua Terra.


Both brands come with a rich legacy across the technological, luxury, and sports industries but when it comes to recognition, Omega is a brand that is recognized worldwide and is coveted for its precision and quality with the largest production of luxury watches in Switzerland (Omega creates over 240,000 luxury watches every year).

While TAG Heuer produces decent, iconic watches like the Carrera and Monaco, they do not invoke the image of luxury like Omega and are not officially recognized as a luxury watch brand. When it comes to ranking, Omega has claimed the top second spot in the watch model ranking just behind Rolex, thanks to the Seamaster and Speedmaster, and has enjoyed massive recognition, status, and respect for over 50 years.

TAG Heuer on the other hand is the 12th most recognized watch brand from Switzerland and currently holds the 34th most popular and valuable Swiss brand in the top 50 according to a report by Morgan Stanley with an estimated brand value of 76 Million CHF.


In the watch world, the COSC certification has been the standard for judging the accuracy of watches. To be COSC Certified, a watch has to be accurate to -4 to +6 seconds a day, in addition to being Swiss-made and manufactured from the highest quality materials. Omega’s watches are COSC certified with its Master Chronometer timepieces having an accuracy of up to -0/+5 seconds per day.

Some TAG Heuer’s mechanical watches also have a COSC certification and are accurate enough to be one of the world’s most accurate timing instruments in motor racing. The Calibre 5 accuracy for instance is +/- 12 seconds per day. Omega also pulled through the Swiss Federal Institute of Metrology certification process, which Tag Heuer failed to achieve.

Since magnetic fields have always been known to interfere with a watch’s movement and reduce a watch’s timekeeping accuracy, Omega accomplished a great stride by pioneering the use of non-magnetic silicon in Its Si 14 balance so even with Tag Heuer’s technical advancement, Its best watches cannot resist a magnetic field of 15 000 gauss like OMEGA’s Seamaster Aqua Terra

Style and Craftsmanship

Both brands offer a variety of styles. While Omega offers a luxe gait with classic retro designs, TAG Heuer is very influenced by racing and motorsports and many of its watches come with a sturdy and sporty aesthetic. Omega is a trailblazer when it comes to craftsmanship and materials, as it offers numerous models in its proprietary gold alloys.

The Canopus and Moonshine gold are iconic examples. From stylish and elegant dress watches in the Aqua Terra line to Omega’s most popular flagship model namely the Speedmaster Professional Moonwatch, Omega is famous for crafting highly shock-resistant timepieces with innovative materials such as Canopus gold and O-Megasteel which do have a timeless style but Omega’s designs are not as ‘eye-catching’ as Tag Heuer’s.

Movements and Complications

OMEGA produces watches with both quartz and mechanical movements and offers timepieces with annual calendars, world time displays, tourbillons, and skeletonized movements. After launching its first watch with the co-axial movement in 1999, the co-axial escapement is being incorporated into almost all of its timepieces. Many of Tag Heuer’s best-selling non-chronograph watches (Aquaracers and Carrera) have Tag Heuer’s Caliber 5 movement which is all based on ETA and Sellita movements.

Depending on the model and price, different movements apply. TAG Heuer Monaco for instance uses a modified Sellita SW300 or ETA 2892 with an added chronograph module while the new Autavia features a modified ETA 2824 movement that TAG Heuer equips with their proprietary Isograph balance made from a special anti-magnetic composite material.

Omega goes further than Tag to beautify its movements with different fittings such as extra jewels, Coaxial escapement, free-sprung balance, etc making Its timepieces more accurate but also more expensive to repair, and a bit problematic.

Popularity and Pricing

TAG Heuer as a brand appeals to various segments of the market and caters for different classes of people. As a result of a huge commercial presence and numerous media endorsements, they are popular but do not share Omega’s popularity as Omega is renowned for maintaining high-quality standards for all the products it creates, and its catalog is home to many of the world’s most famous wristwatches.

When it comes to prices, the Aqua Terra collection is the most affordable entry-point Omega model watch with prices starting from around 4,000 USD. Popular chronographs from the Speedmaster collection can be gotten for 6,000 USD while top Omega models like the rose-gold De Ville Tourbillon command as high as 120,000 USD.

The price range for TAG Heuer timepieces varies greatly by model and year of production, but TAG Heuer is generally more affordable than Omega. Quartz calibers from the late 1980s can be gotten from 250 USD, while prices for a Carrera range from around 1,200 USD to over 71,000 USD for a chronograph with the tourbillon caliber Heuer 02T and a diamond-studded bezel.

Omega vs Tag Heuer Quality

TAG Heuer is especially known for chronographs, and it’s a giant in the watchmaking world but Omega watches are considered to be of higher quality. The quality of an Omega watch is easily demonstrated by the amount of time it takes to create one. The Tourbillon luxury watch for instance is a work of art that takes 500 hours to craft. If you are searching for quality smartwatches, TAG Heuer is your best bet.

From built-in GPS, heart-rate monitor, accelerometer, compass, and gyroscope to TAG Heuer’s golf watch that comes with a custom-built app that tracks each shot and displays distances to greens and hazards, TAG Heuer has stepped boldly into quality tech watches but not Omega. Omega remains the top luxury watch with a timeless classical aesthetic and robust movement that has not ventured into Tech.

Resale Value

Though many variables such as the make and model, condition of the timepiece, rarity, demand, and so on contribute to determining the resale value of a timepiece, high-end luxury watches often tend to hold a high resale value over time. Thus brands like Omega will typically see a higher average resale value than TAG Heuer.


Shortly after Omega introduced Co-Axial escapement into its movement, the brand extended its warranty period to 5 years. TAG Heuer still offers a 2 years warranty on all its timepieces as do most watch brands.

Omega Speedmaster vs Tag Heuer Carrera

TAG Heuer is known for three main chronograph models. They are the Carrera, a sleek and compact option, The Autavia, a contraction of AUTomobile and AVIAtion, designed to service passion from both worlds, and the Monaco. An instantly recognizable square chronograph watch famously worn by Steve McQueen in the 1971 film “Le Mans”.

The first watch that comes to mind when mentioning OMEGA is the Speedmaster also known as the Moonwatch or the first omega in space and the only watch approved by NASA for manned space flights after a grueling series of tests. Tag Heuer Carrera and Omega Speedmaster are one of the best models of these respected brands and both come with unique features.

A major difference is that Carrera has timepieces that bring more appeal to the eye with better-looking bezels while Omega Speedmaster sticks to a timeless elegance and design that has not changed for over 60 years. Tag Heuer Carrera was designed by Jack Heuer, the great-grandson of Edouard Heuer in 1963, six years after the Speedmaster was introduced.

Closely associated with the world of racing, the Carrera was named after an extremely dangerous race, “Carrera Panamericana” that ran on public roads in Mexico from 1950 to 1954. Both collections are extraordinarily vast, and so too is their pricing.

The most expensive Carrera is the Plasma Tourbillon Nanograph, which sold for about 375 000 USD, powered by the Nanograph movement, and boasts a dial made completely of polycrystalline, lab-grown diamonds. While the most affordable Speedmaster model is the Date Automatic, which can be gotten for around 2,600 USD.

Tag Heuer Carrera Pros

  • Iconic watches with a cutting-edge legacy. 
  • In-house Heuer 02 or Calibre 1887 chronograph movement powers the watches.
  • Many designs and material options with numerous coveted vintage models that have the potential to appreciate in value.
  • Some of the models are waterproof up to 100 meters.
  • Dials are presented with proper legibility and melded sporty elements
  • Parallel and elongated lugs that feel solid and sturdy on the wrist, allowing for a more compact feel, plus metal crowns for an elegant yet sporty look 
  • 42-hour power reserve ( the Carrera Calibre Heuer 02 Automatic Chronograph has a stunning power reserve of 80 hours, an in-house caliber and tourbillon Caliber 7 Twin-Time with a GMT function)


  • When it comes to comfort, the Speedmaster offers more comfort to the wearer. The Carrera is thick and somewhat heavy and isn’t recommended for everyday use.
  • TAG Heuer Carrera watches come with well-beveled lugs that slant downwards, giving them a bulkier look.
  • Extremely sharp clasp.

Omega Speedmaster Pros

  • Legendary chronograph series with a cult status that will never lose its charm.
  • Co-Axial Master Chronometer with magnetic resistance of up to 15,000 gauss.
  • Limited editions with the potential to increase in value.
  • Power Reserve of 48 hours.
  • Better accuracy and build quality than the Carrera.
  • Timeless design. (It is the only sports chronograph that looks exactly like the original model)


  • No micro-adjust on the bracelet clasp so the watch bracelet cannot be modified to fit your wrist.
  • Lackluster bracelet.
  • Hesalite crystal scratches easily.


Is Omega more expensive than TAG Heuer?

Yes. Omega watches tend to be more expensive than TAG Heuer because they are a more luxurious brand. In addition to being a more dominant brand in the luxury timepiece industry, , OMEGA watches are highly popular and come with a respected history.

Are Tag Heuer and Omega overpriced?

Both Tag Heuer and Omega offer value for their timepieces and their watches come with impeccable quality made with some of the most expensive and valuable metals and stones, so you simply get what you pay for.

Rolex vs Tag Heuer

Say you want to compare Rolex with TAG Heuer broadly. It’s easy to write off TAG as no challenge quickly. But you’d be surprised to discover both brands’ equally rich history and influence in the horology world. These two watchmakers currently build watches for watch enthusiasts with different timepiece interests. 

We get into the intricacies of both brands’ watch engines, popularity, and more. At the end of the road, you should have an idea which one of these brands suits you best or edges the other in your preferred category. Of course, there’ll be no Rolex or TAG Heuer slander, so we’ll get started with that rich history we talked about earlier without further ado.

Brand History

Rolex: Innovators From Get-Go

Rolex was established in 1905 by Swiss watch designers Hans Wilsdorf and Alfred David as Alfred and Davis. But here’s a historical plot twist you likely didn’t know: Rolex was based in London but moved down to Geneva because of high taxes on luxury products post World War I. As a result, they weren’t widely recognized as Rolex for nearly two decades when they were renamed to Rolex SA. Although their timepieces were already branded Rolex three years into the business.

But that’s enough brand name and chronological history class. Let’s talk patents and groundbreaking horology. Rolex released several never-before-seen complications and watches that transcend collector and enthusiast circles. They unveiled the first ever certified chronograph – the Daytona – only after five years in business.

Rolex released the first water-resistant watch ( the Oyster), the first self-winding watch (Oyster Perpetual), the first date and time watch (DateJust), and the first multiple time zone watch (GMT Master) within 50 years of business. Astonishingly, Rolex still produces most of these evergreen watches, which speaks volumes.

TAG Heuer: Trailblazers from The Genesis

A glimpse into Rolex history proves hard to top, but TAG Heuer (or Heuer) isn’t far off. They were founded in 1860 – five decades before Rolex – and originally named Heuer AG. It wasn’t until 1985 – during the quartz crisis –– that they were acquired by Techniques d’Avante Garde (TAG Group) and called TAG Heuer. They’re based in La Chaux-de-Fonds, Switzerland. 

Before the 1985 takeover, Heuer released the first-ever dashboard chronograph, called Time of Trip, in 1958. And over a century ago, they patented the “oscillating pinion,” that we use in watches today. And in 1916, Charles-Auguste – the founder’s son – introduced the first ever stopwatch accurate to 1/100 of a second, The Mikrograph. 

Surprisingly, Heuer only released their first wrist chronograph in 1914, so you can imagine they were trying to keep up with the competition, Rolex, for example. However, unlike Rolex, which still sells the line of iconic watches from its early days, TAG’s most iconic timepieces, like the Carrera and Monaco, are only later models. So it’s only logical to say that Rolexes have a richer history than any Heuer watch.

Brand Popularity

What if you had to compare brand popularity? Rolex would be the obvious winner based on the numbers. Enough data shows that Rolex is the #1 watchmaker in Switzerland and the world, while TAG Heuer is a distant #12 Swiss and #50 in world rankings. Despite this gap, TAG Heuer is a world-class watchmaker that you can’t write off as a luxury brand. Here’s a glimpse at both brands’ influence.


3 Rolex watches on display

In reality, Rolex has gone beyond popularity as a watchmaker. Instead, they are researchers, innovators, explorers, and an awards laureate, in addition to their countless partnerships with business, arts, and sports legends. 

As you already know, Rolex released many world’s first watches and movements in their early years. And they’ve publicized the strengths and capabilities of their timepieces boldly in scientific explorations and media. For instance, the Deep Sea Challenge was on both trips to the ocean’s deepest depths. And we’ve seen James Bond wear a Rolex Submariner or Chronograph, though not as much as an Omega Seamaster Ocean. But you get the drift. Rolex has and still is everywhere that matters, from pop culture to sports, to politics to space travel. 

Although Rolex has millions of filthy rich “fanboys,” they have only 20 official brand ambassadors. Some of them are the recently retired 20x Grand Slam winner Roger Federer, Formula One icon Jackie Stewart, NBA hall of Famer Dwayne Wade, and his celebrated actress, activist, and wife, Gabrielle Union. 

And in recent decades, the Paul Newman Rolex Daytona sold for $17.8 million at an auction, which had trickle-down effects on the brand’s popularity. Not only was Rolex on every watch enthusiast’s screen, but the general public. With this kind of influence, Rolex could stop marketing and still break profit, maybe even better. 

“Every Rolex tells a story.”

TAG Heuer

Tag Heuer Carrera Red

As a brand established in the 19th century, we know TAG has a rich history. And currently, as a brand under Louis Vuitton (LVMH), they’ve got some popularity too. But the journey to this point started when they supplied the automobile, aviation, and sailing industries with dashboard timers.

Then things kicked off extraordinarily for them in car racing from the 70s to the 90s, with help from TAG. Techniques d’Avant Garde – TAG Heuer’s parent company at the time – were co-owners of McClaren, who sponsored Williams Racing in Formula One. 

Considering the long list of A-Listers who’ve pulled off a TAG Heuer as a dress watch, they’re a celebrity favorite. For example, we saw Timothy Dalton pull off a TAG Heuer Night Dive – rather briefly – in 1987’s Agent 007, The Living Daylights. Also, Men In Black and Fresh Prince of Bel-Air actor Will Smith almost always sports a TAG Heuer Monaco. 

Many Rolex fanboys were also former TAG ambassadors like Tiger Woods, Roger Federer, Brad Pitt, and Leonardo DiCaprio, just to mention a few former ambassadors. Currently, TAG Heuer has Naomi Osaka, the 4x Grand Slam champion, Ryan Gosling from The Gray Man, and Patrick Dempsey as its official ambassadors.

And not to forget the influence of legendary race and film star Steve McQueen on TAG watches. TAG Heuer’s slogan is “Don’t Crack Under Pressure,” and they surely don’t, even with Rolex as a competitor.

Rolex vs. TAG Heuer: Brand Partnerships

As you probably know, this guide will be incomplete without comparing the partnership deals of these behemoth watch designers. How do they get the name out outside the watch industry? 

I’ll start with the name you’ve likely seen plastered on a race car, TAG Heuer. This brand has been a frontrunner in the automobile industry since the 1900s, especially after releasing its Autavia dashboard clock. They partnered with Formula 1 in 1980 ( and they weren’t untouched by the Quartz crisis). 

Rolex seems out of the league of TAG Heuer (or any watchmaker, for that matter) when you consider partnerships. They’re official timers for the most exclusive cabal of sports promotions and multinational corporations.

When you put that up against TAG Heuer’s most influential partnership being the official timekeeper of Formula 1, it’s totaling. But it’s a sublime collab that enshrines Heuer’s long history with car racing timepieces. And Rolex is more or less the apex luxury piece everyone aspires to wear when they become rich.

Brand Technology

Again, Rolex would outshine TAG when considering the tech for their movements, cases, and bracelets. Some of their least expensive lines are almost twice the cost of a Carrera (one of TAG’s high-end watches), so it’s unsurprising.

An Oyster Perpetual Date, Rolex’s entry-level watch costs around $3000 to $6000, while a TAG Autavia or Monaco starts from about $3,000. So comparing their tech is only about finding basic horology features like temperature resistance and anti-magnetic protection (for mechanical watches). Traditionally, Rolex has a watch line that handles each of these features. 

The Rolex Milgauss, for instance, has magnetic protection of 1 gauss – which is overkill even in enthusiasts’ circles except for a handful of scientists and big-time collectors. So while TAG Heuer can’t match that spec in their watch lines, they can take on more magnetism than the average wearer will ever handle.

In a way, this is why Rolex stands out, aside from the fact that their watches mostly have precious metal finishing. Furthermore, Rolex has a complete educational website dedicated to watching explorations, arts, and awards. What you’ll get from TAG is mostly a list of partnerships and limited edition watches. With these few points, it’s safe to say they don’t stand a chance against Rolex.

But TAG Heuer can be considered better evolved technologically because they invest in classy smartwatches and NFTs. Meanwhile, Rolex has stuck to mechanical watches (good in horology) for over a century. For instance, the TAG Heuer Connected is a chronograph-style smartwatch that combines tech similar to an Apple Watch with elegant steel finishing and displays NFTs. That’s the height of modern technology you’ll see from any luxury watch.


Accuracy is rarely contemplated except by the most passionate enthusiasts, but it’s worth mentioning. A watch is accurate by how fast it works when synchronized to Coordinated Universal Time (UTC). For example, it could be 2 seconds fast or –4 seconds slower than UTC. 

One more thing is rate stability. This is how accurate the watch measures over a while, and it’s equally, if not the most crucial feature to test a watch’s accuracy. And how do Rolex and TAG Heuer watches compare after a month, year, or five years? Well, if you consider the fact that TAG Heuer produces quartz movements – the world’s most accurate timekeeper – and Rolex only makes mechanical movements, TAG is the clear winner. 

On the mechanical movement playing ground, you’ll quickly see Rolex’s unfair advanTAGe. And even TAG Heuer acknowledges it. While we can’t accurately quantify how accurate Rolex watches are (every watch varies how it’s used), they’re certified by Contrôle Officiel Suisse des Chronomètres (COSC), which certifies a chronograph to be accurate between –4 and +6 seconds a day.

From a traditional horology standpoint, it can’t get any better than this. But Rolex goes even further with an in-house test that certifies their watches as Superlative Chronometers that keep time to -2/+2 seconds a day. 

TAG Heuer, on the other hand, can’t afford the fancy certifications and R&D teams, which they’ve admitted helps them to keep costs down. In fact, they claimed that their watches are as accurate as any COSC-certified model, which makes sense.

We aren’t sure of the costs to obtain a certification, but it’s much easier for Rolex to incorporate COSC certificates and research spending in their pricing. So if it makes sense, you can get a TAG Heuer that’s just as accurate as a Rolex, even if it’s $4,000 cheaper. But Rolex is officially the better timekeeper.

Comparable TAG Heuer and Rolex Watches

The Rolex Submariner and the TAG Heuer Aquaracer are iconic dive watches critics and enthusiasts have compared. We’ll have a brief look at the features of both timepieces for an insight into how they build their watches. 

The most obvious place to start is how deep they can go underwater. Here, the Aquaracer wins, capable of depths up to 500m, while the Rolex has 300m water resistance. But the Submariner trumps the Aquaracer with luminescence in the dark, higher resale value, and a robust build from its stainless steel and precious metal strap options.

The TAG Heuer Aquaracer is mainly only sold in rubber straps, stainless steel, and bands like NATO fabric. However, they have many more dial and case options than the Rolex. On average, an entry-level Rolex Submariner costs around $8,000, while an Aquaracer could sell for around $2000.

Ultimately, you’ll find that unless you’re scuba diving into the Mariana trench, you can thrash either watch in water, and they’ll be perfectly alright. But the Submariner is a more valuable piece (although there are also a few priced limited edition. Aquaracers) 

Some Other possible Comparable Rolex and TAG Heuer Watches

Dress Watches

Oyster Perpetual vs. Link or Carrera Monaco


Day-Date vs. Monaco or Autavia

Dive Watch

Submariner vs. Aquaracer

Racing Watch

Rolex Daytona vs. Formula 1 or Aquaracer Professional

Resale Value

Rolex is the king of resale value when it comes to luxury watches. Not just because they’re more expensive but also the brand name. And TAG Heuer isn’t beating that today. But resale value generally depends on the condition of the watch, casing, warranty, or status of the previous owner.

And they’ll factor in what you can get for a Rolex or TAG if you want to sell them pre-owned. But you have a better chance of getting close to what you spent on a Rolex than a TAG Heuer watch


TAG Heuer offers the industry-standard 2-year warranty period. But Rolex watches come with a 5-year warranty (a policy they started in 2015), but it is now a norm in ultra-luxury brand circles. While Rolex has a more extended warranty, both have excellent after-sale service in the US, so that won’t be an issue.

Frequently Asked Questions

Is TAG Heuer Related to Rolex?

No. TAG Heuer is not in any way related to Rolex other than the fact that they’re both swiss watchmakers.

Is There Any Better Watchmaker Than Rolex?

It’s hard to say as opinions vary, depending on watch type and price points. But some of the few luxury watchmakers touted to make better watches than Rolex are A.Lange & Söhne, Jaeger-LeCoultre, Breguet, Philippe Patek, and Audemars Piguet. However, Rolex still has the best price value of any other watchmaker.

Would TAG Heuer Be Considered A “Luxury” Brand?

Absolutely. TAG Heuer is a Swiss luxury watch brand established in the 1800s.

Final Thoughts

While choosing between a Rolex and TAG Heuer all comes down to preference and budget, we can’t deny that Rolex is the better brand in this comparison. TAG Heuer is a world-class watchmaker, but Rolex plays on a different level. 

You can’t go wrong with either if you’re interested in a famous luxury watchmaker. Rolex timepieces tell a story with robust cases and mindblowing complications, while TAG Heuer offers timeless and precise watches that turn heads just as much. 

tag heuer vs movado brand comparison

Which is a better watch brand – Tag Heuer vs Movado?

Tag Heuer and Movado are two vastly different watchmakers that offer plenty of value in their respective corners of the watch market. Both with a rich horological history, they have evolved over time and have continued to design luxurious and innovative timepieces. Tag Heuer has built a solid reputation around producing unpretentious luxury sports watches stemming from their ties with Formula 1 and Movado is known for their minimalist designs that exude sleek luxuriousness. 

Today, both watch brands are producing a variety of timepieces that appeal to multiple areas of the market. From affordable quartz analog watches, to fine Swiss watches, and even smart watches, Tag Heuer and Movado are widely known across the watch market to have something for everyone. 

Is Movado watch a higher end brand watch?

Movado watch on a wrist

Movado has slowly moved more into the fashion watch side of the market. Starting as a high end Swiss watch brand, Movado has evolved to put more focus on their affordable timepieces and acquiring fashion watch brands in the U.S. Today, Movado owns 11 fashion watch brands and is the second largest American watch group. Over the past couple of years Movado has prioritized staying relevant in “a challenging and evolving landscape for both retail in general and the watch category in particular.” 

Unlike exclusive luxury brands like Rolex, Audemars Piguet, and Patek Philippe, Movado has transitioned into more of an e-commerce focused business model. Focused on growth, the goal of the company has been to “connect directly with consumers in the digital world”, according to Movado CEO Efraim Grinberg who realized that in order to be an omni-channel player in the market they would have to go digital. 

Grinberg, who inherited the company from his father who founded Movado group in 1983 after acquiring Movado, has shifted the business focus on growth and development across multiple segments. Movado, originally a luxury Swiss brand, has evolved into a watch brand that is more accessible to the average consumer. Compared to luxury brands in the market like Omega, Tag Heuer, and Mont Blanc, Movado is more affordable and more accessible to consumers.

Today, Movado is seen mostly as a fashion watch brand, appealing to millennials and watch enthusiasts who are looking to find a timepiece at an affordable price and without having to join a potentially lengthy waitlist for a highly sought after watch.  

Tag Heuer watches

Tag Heuer watch brand

During the year of 1860, Edouard Heuer founded the Heuer Watch Company. His goal was to be at the forefront of horological innovation with his watch designs. Within 10 years of starting the company, Heuer started to file patents. In 1869 they filed the first patent for a keyless, crown-operated winding system for pocket watches. In 1882 Heuer patented the company’s first chronograph. Amongst their first handful of patents was the oscillating pinion mechanism that is still being used by watchmakers today. 

During the year of 1911 Heuer began their long standing relationship with the automotive and airline industries. They patented their first dashboard chronograph which served as catalyst for a season of rapid growth and development in the company. Only a couple years later in 1916 they patented the Micrograph, the world’s most accurate stopwatch at the time. This patent led Heuer to building a partnership with the Olympics committee who made them the official timekeeper of the 1920 Olympics. 

For the next couple of decades, Heuer continued to strengthen their ties with the automobile and airline industries. From producing chronographs designed specifically for pilots to more dashboard instruments, Heuer came out with the Autavia. This clock featured a timer function, could run for eight days on one full wind, and was the first watch designed for racecar drivers.

The year of 1985 was a monumental year for the Heuer Watch Company. They were acquired by a group under the name of Techniques d’Avant Garde and became the brand we know today, Tag Heuer. Despite being under a new name and leadership, Tag Heuer remained loyal to the automotive industry.

In 1992 they became the official timekeeper for Formula 1 racing. This partnership ultimately led to the Formula 1 collection from TAG. To this day the company has upheld their position in the market by continuing to innovate with their designs and mechanics.

Movado watches

Professional man wearing a Movado watch

Movado was founded during the year of 1881. Before operating under the name “Movado” the company was initially known as LAI Ditescheim & Freres SA. It wasn’t until 1905 when the name “Movado” was introduced. A direct translation to the english phrase “always in motion”, the new branding of the company set the tone for the next couple decades of Movado watchmaking. 

From the beginning, Movado proved itself to be at the forefront of watchmaking by pushing innovation within its watch designs and operational strategy. They were one of the first watch companies to invest in electrically powered machinery which led to a boost in productivity and helped scale the business to increase its workforce and output. 

As the company started to evolve, they came out with new technologies leading to patents that would help distinguish Movado as a leading watch maker in the industry. One of their most notable patents was filed in 1912. Movado introduced the Polypan, an incredibly ergonomic design that allowed the watch to conform to the natural curvature of the wrist.

The genius idea came from Isidore Ditesheim and the name Polypan was derived from the multi (poly) level shape of the movement. The Polypan movement was built in 3 distinct layers which allowed the watch to adopt a curved shape. A design like this was unheard of at the time and helped Movado stand out as a noticeable watchmaker in the Swiss watch industry. 

Towards the end of the 1930’s Movado introduced fully in-house chronograph movements to their timepiece portfolio. They designed the M90 and the M95 movements which differed by 1 subdial. The M90 had 2 sub-dials and the M95 had 3. The M90 was launched in 1938 and was produced until 1965. The M95 was launched just after the M90 in 1939 and was in production until the early 1970’s.

At this point Movado began to partner with Zenith, a watchmaker known for designing the first chronograph movement. Movado resided within the European watch market well through the 1900’s until the North American Watch Corporation acquired them in 1983. From there Movado crossed the pond and entered the U.S. market. Upon arrival, Movado instantly built a reputation for their sleek minimalist designs.

Their most popular design was the “Museum” line. Embodying minimalism, the watch only has one dot at the 12 mark and no other prominent features aside from the watch hands. This design is still one of, if not the, most popular designs from Movado. 

In 2018, Movado acquired the fashion watch brand MVMT. MVMT is a fashion watch brand that manufactures modern yet simplistic affordable timepieces for those who aren’t keen on spending a fortune on a watch. Movado, having history in fine Swiss watchmaking, has evolved to become a brand that produces both luxury and fashion watches. 

How long do Movado watches last?

Movado produces watches with a couple different movements. In their fashion watch lines, the quartz analogs will house a 1.55 Volt battery that is specifically designed for watches and will last 18-36 months under normal use. A great reason to buy a quartz watch is that when the battery dies they can be easily replaced at a low cost. By keeping your watch in good condition and replacing the battery when needed, you can extend the life of your watch by a lifetime. 

The other movement that is housed in Movado’s higher end watches is the ETA 2824-2 Swiss automatic movement. This movement has shock protection, quick set date, and a 40 hour power reserve. An automatic watch is powered by the kinetic movement of the wearer’s wrist and will run depending on how often it is being worn.

Automatic movements, if being worn regularly, will need to be serviced every 5-7 years. When servicing an automatic watch, the watchmaker will disassemble the movement, clean it, and put it back together. If your watch is regularly serviced it will last a lifetime. Swiss movements are more intricate and costly to design and service but deliver high accuracy timekeeping and potential to last for many decades.

By offering both quartz analog and Swiss automatic watches, Movado has made it very accessible for watch enthusiasts to buy into the brand at a range of price points. From affordable quartz to fine Swiss movements, your Movado watch has the potential to last a lifetime. 

Is Movado Swiss made?

Movado produces a wide range of timepieces. On the fashion watch side of the house Movado utilizes quartz analogs housing Citizen Miyota movements. These movements are usually between $95 to $195 which allows Movado to produce more and have affordable options for watch enthusiasts on a budget. Movado still produces higher end watches that are in the entry level swiss segment. These watches cost up to $2,500 and contain a Swiss automatic movement.

Is Movado a luxury brand?

Movado primarily competes in the “accessible luxury” segment of the watch market. A majority of their timepieces range from $500 to $2,500. This area of the market allows consumers to purchase a timepiece at a comfortable, affordable price but also have access to pieces that are closer to the entry level luxury pricing. Aside from MVMT,  Movado also owns seven other fashion watch licenses under brands like Coach, Lacoste, and Tommy Hilfiger.

 In the last couple years these fashion watch segments accounted for almost half of their watch sales in total. Most pieces ranging from $75 to $500, these timepieces are categorized under the fashion watch segment of Movado. The goal for Movado was to offer “radically fair prices” to give more accessibility to millennials on a budget.

The brand isn’t afraid to dabble in this segment of the market which takes focus off their luxury pieces and higher end watch production. Movado has created a certain niche in the watch market that allows them to be viewed as a luxury brand to some as well as a fashion watch brand to others. 

After comparing the history, strategy, and reputation of both Movado and Tag Heuer, we’ll let you decide which brand is more appropriate for your taste and budget. Both brands have a rich history that allow the wearer to bear a timepiece from a watchmaker that has held strong to the test of time. From affordable quartz watches to fine Swiss pieces, you’ll be sure to find a watch that best fits your needs, style, and budget. 

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