Why are TAG so popular as a first 'premium' watch?

[Ninjin]

For my first forum question, I know I'm gonna get seriously flamed for this.....

As someone who knows a fair bit about watches, my background:

worn a watch daily since aged 7.
Have a collection of watches that I have built up.
I have had a TAG SEL in the nineties
I am not a brand snob. If I like it I will buy it but only if the price is justified....

Which moves me onto the title of this thread.

Why are TAG so popular? I just find them very bad value for money and all you are paying for is the TAG brand.

Please discuss

[caelite]

I to will probably get flak, but is the whole point in watches, and most jewelery is that you are just paying for the brand? It is a fashionable item to make a statement. From a pragmatic view there really is little discernable difference between a £300 quartz and a £3000 auto in their ability to tell the time.

[Ninjin]

caelite said:

I to will probably get flak, but is the whole point in watches, and most jewelery is that you are just paying for the brand? It is a fashionable item to make a statement. From a pragmatic view there really is little discernable difference between a £300 quartz and a £3000 auto in their ability to tell the time.

yes, bottom line is that yes, it's an item designed to tell the time which is no longer needed in our modern age of phones. So, yes, it is an item of jewellery.

But moving deeper into the product, different watches are made differently with different materials and movements, such as quartz v mechanical (and even mechanical can be split up into many many categories).

It's just a 'watchie' I just don't understand why people choose TAG.

Personally I don't buy a watch to show off, so to me brand is not important.

[gregd]

They do a great job with the marketing. At their entry-level price point Oris for one would be a much better buy. Only TH's Heuer Heritage range appeal to me and they are considerably more expensive.

[boyse7en]

Ninjin said:

yes, bottom line is that yes, it's an item designed to tell the time which is no longer needed in our modern age of phones. So, yes, it is an item of jewellery.

But moving deeper into the product, different watches are made differently with different materials and movements, such as quartz v mechanical (and even mechanical can be split up into many many categories).

It's just a 'watchie' I just don't understand why people choose TAG.

Personally I don't buy a watch to show off, so to me brand is not important.

That makes no sense to me. Surely every premium watch is about the brand? You buy a PP or Tudor or whatever because of the values that the manufacturer has instilled in the brand.

[Ninjin]

boyse7en said:

That makes no sense to me. Surely every premium watch is about the brand? You buy a PP or Tudor or whatever because of the values that the manufacturer has instilled in the brand.

Yes and no. Some people buy to be bling and some like me buy for what the watch is, the build, machining etc.

Don't look at a brand and assume that your money is well spent within the watch. Many watches are pure hype. Take DW watches. A joke of a watch really. But my hands clap till they bleed for the owner of DW. He has done well and given consumers what they 'think' they want. As an entrepreneur, he is pure inspiration.

[JLC25]

Historical brand with heritage.
Known brand to the average consumer.
Available at reasonable prices - not so expensive they're out of reach - but expensive enough that the every man consider them expensive.
Available anywhere on the high street with good discounts/finance options.

[Username...]

I wouldn't consider any mid-high end watch to be 'good value'. You could get a perfectly good watch for a tenner that would do the job of telling you the time just as well and would likely last for years.

People often slate Tag for their huge marketing presence, poor value, etc. However, comparable brands such as Rolex are no better in my eyes. Rolex spend a fortune on marketing, they produce getting on for a million watches annually, many of their movements are not particularly special, etc. Relatively speaking, they're all mass produced products.

There's always a cheaper alternative which offers better value for money. Someone might say "get a Seiko instead, it's better value", but I didn't want a bloody Seiko - I want the Tag that I'd had my eye on for months.

If you see a watch that you like, buy it and enjoy it.

[toon10]

I'm completely speculating here so shoot me down but...

if you're not that into watches but have come into some money or have bagged a bonus and want to show people that you wear a premium watch rather than just a cheap quartz beater then Tag have done a great job of marketing. They have outlets everywhere, most non watch people have heard of Tag.
They are instantly recognisable on your wrist and they advertise well. I suppose they are like Rolex in that respect but lower down in the starting price range. It's the obvious choice for some.

Tag make some nice looking watches and a lot of watch people still have one or two in their collection so I'm not bashing Tag here.

I was in a meeting last year and out of the five of us, three were wearing a Tag, one a Panerai and I had my cheap Steinhart OVM on. I commented on the Pan and the others didn't know it so obviously not that into watches. The guy with the Panerai loved my watch but was then disappointed to learn it wasn't expensive for some reason. Bloody salesman!

[Ructions]

My first premium watch was a Tag, all of 15 years ago and I still wear it today despite receiving a Breitling a few years ago.

[Username...]

I just think that whatever you're buying, be it a Casio, Tag, Rolex or Patek Phillippe, it's just a product for which has been priced and marketed towards their chosen demographic. They're still big businesses with thousands of employees making big money out of us. It's the same with any other product.

I don't want to detract from any of these brands, but if you think you're getting something amazingly unique and magical when buying even a very high end watch... you're not. You've just got a nice (or very nice) (or sometimes ghastly) watch which has been made on a production line.

The only difference between people who buy low/mid/high end watch is demographic. If you have money and exist in circles which these brands target, it's pretty reasonable to say that you'll take more of an interest in higher end or more luxury products. If you live payday to payday, it's likely that you won't have heard of Patek Philippe and will be wearing that Casio.

Though I have to say, being a mechanical engineer, I have always been drawn to automatic watches... which is another reason for choosing the watch that I wear daily - it has a glass back.

Too much brand/heritage snobbery in the watch world.

Edited by Username... on Wednesday 31st January 12:10

Edited by Username... on Wednesday 31st January 12:11

[Lorne]

Username... said:

I wouldn't consider any mid-high end watch to be 'good value'. You could get a perfectly good watch for a tenner that would do the job of telling you the time just as well and would likely last for years.

People often slate Tag for their huge marketing presence, poor value, etc. However, comparable brands such as Rolex are no better in my eyes. Rolex spend a fortune on marketing, they produce getting on for a million watches annually, many of their movements are not particularly special, etc. Relatively speaking, they're all mass produced products.

There's always a cheaper alternative which offers better value for money. Someone might say "get a Seiko instead, it's better value", but I didn't want a bloody Seiko - I want the Tag that I'd had my eye on for months.

If you see a watch that you like, buy it and enjoy it.

That ^^. And Steve McQueen wore a TAG, which is way cooler than a brand James Bond or Jay-zee might be an 'ambassador' for. In the annuls of historical coolness, Steve McQueen takes some beating; 'still shaking the tree boss'.

[andy tims]

A Tag Heuer was my first (and second) premium watch. Both 2000 series watches that were very popular in the 90's

1 - My awareness of other brands was limited.
2 - Their marketing profile was high.
3 - I really liked the designs

[counterofbeans]

Lorne said:

That ^^. And Steve McQueen wore a TAG, which is way cooler than a brand James Bond or Jay-zee might be an 'ambassador' for. In the annuls of historical coolness, Steve McQueen takes some beating; 'still shaking the tree boss'.

No, Steve McQueen wore a Heuer.

[Yipper]

There's a reason why Switzerland is pretty much the richest non-oil major country on Earth...

It's because they excel at marketing average products and charging premium prices. From overpriced ski resorts to overpriced bank accounts and overpriced watches.

Tag is popular for three main reasons:

1. Tag is an easy name to remember.
2. The Swiss flag is a marker of the best quality (even if it's nonsense in the real world).
3. People see Tag on the F1 telly every other Sunday and assume it must be great.

[drainbrain]

My first 'good' watch was a Tag for many of the reasons others have already stated.

Kept it for sentimental reasons following disposal of the collection.

Still like it and occasionally wear it.

[protemporum]

Interesting that TAG Heuer has a "vintage heritage" image. When i bought my 1964 Heuer Carrera in 1997 TAG were in no way interested in servicing or providing any history information, in fact, not at all "customer friendly".
If anyone is interested in Heuer before it was TAG, try this web site : www.onthedash.com

[CardinalFang]

As a Monaco owner for 17 years, (which I chose because it's lack of "pedigree" (use of a generic movement) , was outweighed by the McQueen connection & the disruptive/unconventional looks).

I do think there's a bit of a list making/box ticking in this though. Just off the top of my head, if I was solely a German car nut youth, I'd be wanting to make my first serious car a Mk5/6 Golf GTI, then work my way through an E46 M3, a 997 to an E63/GWagen (or something like that) and then go all the way back to an original perfectly restored or resto-mod Mk1 GTI to remind me of my yoof & also to have something rare/unique (I'll bet there's US, UK, Japanese, & Italian fans with these kind of tick lists or top 5's).

I feel the same way about watches:The Monaco is a decent foot on the ladder, but one of these days I'll move onto a Daytona, then a Royal Oak, a JLC, a PP, & finally back to a customised bamford Monaco, or Rolex - because all my boxes have been ticked & I want something really personal/rare.

So, abridged version (sorry) - it's a decent first foot on the ladder isn't round & whether you think it's cool or not, the motorsport/Heuer & McQueen connections carry weight for some.

Also, yes I did just re-watch "High Fidelity" the other night so can't stop running bl88dy Top 5's round my head..

[MOBB]

I would say a huge percentage of the general population are aware of Rolexes and Tag's being "expensive watches". Other brands much less so.

Rolexes are generally a tad pricy for the general population.

But Tag's are achievable for under a grand, so are attainable to impress their friends/family, similar to a white sporty German car on the drive.

A couple of my relatives couldn't get their head round why I sold a Grand Carrera and bought a Panerai. Genuinely thought I was mad.

Edit - meant to say I like quite a few Tag watches, much more than Rolexes to be honest

[boyse7en]

Ninjin said:

Yes and no. Some people buy to be bling and some like me buy for what the watch is, the build, machining etc.

But the build, machining etc are the brand values that the manufacturer has chosen to promote - you select a manufacturer whose brand values align to yours.