What do you think of that love-hate relationship with TAG Heuer?

I like my Tag Heuer and don’t care what anyone thinks, I am partial to a good quartz from Tag.

TAG HEUER takes a beating because 20+ years ago the brand was very popular with a wide range of customers.  Many of these customers purchased the name, the look , and didn't know much about horology, movements etc. Customers paid for a look and brand name. Let's face it, this happens with watch brands that have higher price tags and similar worked over ETA , Selita or quartz movements.  (Calling you out Cartier for your quartz pieces that are name and mabe a precious metal only). Quartz worked well for TAG and the customer who wanted one look/name watch. This boom came 20 years after quartz damned near killed the mechanical watch industry.  Suddenly Movements,  COSC certification, Gauss & METAS,  TESTAF,  number of jewels in movement,  water resistance rating, case materials,  crystal & bezel materials... I digress,  all became important to kill off the TAG HEUER surge.  So watch snobs started bashing TAG for their quartz and 3rd party movements used in watches they profess to love. TAG had no comeback. Actually they waited too long resting on their laurels.  They still had plenty of sales - like a 747 with one engine running = seems like flying but it's the beginning of a crash. TAG has dope quartz watches. TAG has cool inhouse & 3rd party movement watches- all at a price that offers as many features mentioned previously. IMO they are climbing out of complacency and will be popular again over the next 5 years . 

I have to admit I prefer vintage Heuers, but some of the modern Tag Heuers are pretty fantastic.

Here are a couple that I picked up recently that I love regardless of the fact that they were a bit overpriced:

I am neutral to Tag Heuer. But there are specific models that I really like such as the Carrera and Monaco series.

As a brand I’m fairly neutral with TAG but 25 years ago my old man bought a TAG and about 5 months ago he sent it to me. It’s a quartz professional and it’s been through a lot of hard work. It’s certainly taken a beating and it still does what it should. It looks great to boot and the quartz movement hits every index marker perfectly, the bezel feels great and the bracelet is pretty nice. I don’t think I’d ever buy a TAG but I’m going to keep this one forever. 

That's what I call a complete answer, thanks for commenting, I also think that TAG fails a lot in its entry level watches because it doesn't make sense of the brand. They don't have a route of where they are going.

Those are the best.

Thank you and I totally agree with the lack of direction 

I have owned 4 Tags over the years but only keep this little gem, my first Tag and it has been back to the factory for a refresh whth a service new bezel and new crystal. We have been through alot together.

If they still made stuff like this I may buy them still. The most recent stuff is ok but to expensive.

I had an AquaRacer. I bought it before I really knew anything about watches and over time the high-street pedestrian image played games with me. I was dismissive of the brand for a long time - but then came the new Autavia. Honestly - I really like this watch - to me it signals the potential redemption of the brand. I havnt jumped in yet, but I’m thinking I might be able to get past the image of the past. 

I’ve always loved TAG. Got drawn to them from watching F1 as a kid and seeing their logo on the cars and race suits of people like Senna. I have 3 in my collection at the moment with my eyes on 2 more. 

That was my first Tag unfortunately it was stolen from me 3 years ago and I have not been able to get it back at a good price.

That Autavia is very nice, but very much based on personal tastes, it is not my favorite and less at that retail price.

These days and I only have two, an automatic formula 1 and my aquaracer. And I'm thinking in a Heuer chrono 01 or 02, I haven't decided yet.

Interesting. I think at retail it is offering a lot comparatively. It depends which Brands you see it pitched at in the market. I think with an in-house calibre and the quality of finishing, it’s slightly superior (but only slightly) to Longines heritage offerings, and is quite similar to Tudor BB and comparable Breitlings. I think it is simply the brand perception getting in the way for many. 

all that said - I agree in respect to personal taste - that applies to all watches. 

Sorry to hear that. Keep looking you may find one. I see the plastic ones from time to time. The metal version is definitely rarer on the used market.