I just don’t get it, TAG Heuer gets a lot of hate online through forums and comments sections but I think it is largely undeserved. Some reckon TAG Heuer is a fashion brand, they clearly don’t know what they are talking about.

I really like TAG Heuer models, the current Aquaracer is an update of the 2000 series of the 1990s and a pretty decent watch. I looked at buying a 2000 series back in the late 1990s, but selected the quartz S/el instead and loved it. The current Aquaracer with ceramic bezel is an improvement on the 2000 series in terms of aesthetics and quality.

The Link is a rework of the S/el, their top selling watch of the 1990s. These days, the Link isn’t well promoted, so the Link isn’t topping their best seller lists. This is a bit of a shame, the Link is a decent enough model. The Carrera and Monaco are their legacy timepieces, the Monaco has remained a chronograph although the Carrera has a three-hand model that looks pretty decent. The skeletonised version of the Carrera is just awful, but apparently pretty popular, I just don’t like it.

There is plenty of innovation in the history of this company, a well-known brand name with some really iconic timepieces in their portfolio. In their back catalogue, there are some pretty decent timepieces, with the heritage market red hot at the moment, there is plenty of scope for exciting reissues. Sure, marketing wise, renaming Heuer as TAG Heuer was pure self indulgence by TAG Group. I would love to see the company name eventually returned to Heuer supported with some pretty innovative marketing and reissues of heritage timepieces.