Has TAG Heuer made a comeback?
If you’d asked this question ten years ago, you’d probably have received a mixed response.
TAG Heuer was never a bad watch brand. Far from it. It had an incredible history, strong links to motorsport and iconic models like the Monaco and Carrera. But somewhere along the way, it lost a little of its identity.
Collectors often criticised inconsistent designs, questioned some of the movements being used and felt the brand was relying too heavily on its past rather than creating exciting new watches.
Today, though, the mood has changed.
I don’t think TAG Heuer has reinvented itself.
I think it’s simply remembered what made people fall in love with the brand in the first place.
A history built on motorsport
Long before Formula 1 became a global phenomenon, Heuer was already deeply involved in motor racing.
The company supplied timing equipment for racing teams throughout the 20th century, while legendary models like the Carrera, Monaco and Autavia became synonymous with speed, precision and innovation.
Perhaps no watch captures that relationship better than the Monaco. Famously worn by Steve McQueen in the 1971 film Le Mans, it became one of the most recognisable square watches ever made.
That racing DNA has always been there.
The challenge was making sure modern TAG Heuer felt connected to it.
The Carrera changed everything
If there’s one collection that sums up TAG Heuer’s revival, it’s the Carrera.
Recent releases have been some of the strongest the brand has produced in years. Models such as the Carrera “Glassbox” chronographs have been praised for their vintage-inspired design, cleaner proportions and modern movements, proving that heritage doesn’t have to mean living in the past.
They feel unmistakably like TAG Heuer.
Not because they’re copying old watches, but because they’ve captured the spirit of the originals.
As collectors, that’s exactly what we want to see.
Back where the brand belongs
One of the biggest moments in TAG Heuer’s recent history had nothing to do with launching a new watch.
It was the announcement that the brand would once again become the Official Timekeeper of Formula 1 from the 2025 season as part of LVMH’s ten-year partnership with the sport.
For me, this felt less like a new sponsorship and more like a homecoming.
TAG Heuer and Formula 1 have always belonged together.
The partnership reconnects the brand with the world that built its reputation and introduces it to an entirely new generation of fans discovering Formula 1 through its incredible global growth.
Sometimes, the best marketing is simply being authentic.
The Formula 1 collection finally feels exciting again
The Formula 1 collection has always been many collectors’ first luxury watch.
For years, however, it struggled to capture the excitement of the colourful originals from the 1980’s.
That has started to change.
The latest Formula 1 Solargraph collection takes inspiration from those early watches while introducing solar-powered technology, modern materials and updated sizing. It’s a clever balance between nostalgia and innovation rather than a straight reissue.
Whether you love every colour combination is another debate entirely.
But at least people are talking about the Formula 1 again.
Collectors are changing their minds
One of the most interesting things I’ve noticed over the past few years is how the conversation around TAG Heuer has changed.
There was a time when many enthusiasts would encourage first-time buyers to look elsewhere.
Now?
The Carrera regularly appears on lists of the best luxury chronographs for the money, while the Monaco continues to be one of the most distinctive designs in Swiss watchmaking.
Even online collector communities, which have often been some of TAG Heuer’s biggest critics, increasingly acknowledge that the brand is moving in the right direction, particularly thanks to stronger designs and a renewed focus on its heritage.
No watch brand wins everyone over.
But TAG Heuer certainly seems to be winning back a lot of people who had written it off.
Why I think TAG Heuer works so well as a first luxury watch
We recently wrote about the best watches to start a collection with, and it’s no coincidence that TAG Heuer featured on that list.
The brand sits in a really interesting position.
It offers genuine Swiss heritage, recognisable designs and a strong connection to motorsport without feeling out of reach for many buyers.
Buying pre-owned makes that even more appealing.
At The Watch Experts, TAG Heuer remains one of our most popular brands, particularly the Formula 1 and Carrera collections. They’re watches people come back to time and time again because they strike a brilliant balance between everyday practicality and genuine enthusiast appeal.
Is TAG Heuer better than it used to be?
In my opinion…
Yes.
Not because the watches were ever poor.
But because the brand feels more confident.
Instead of trying to compete with everyone else, TAG Heuer seems focused on doing what it has always done best: producing stylish, sporty Swiss watches inspired by its remarkable history in motorsport.
That’s a much stronger identity than chasing trends.
So, is TAG Heuer back?
I think the answer is simple.
It never really went away.
The heritage was always there.
The history was always there.
It just needed reminding.
Today, the Carrera is stronger than it has been in years, the Formula 1 collection feels relevant again, and the return to Formula 1 as Official Timekeeper has put the brand back where many enthusiasts believe it belongs.
For me, that’s not just a comeback.
It’s a return to form.
At The Watch Experts we have everything from timeless Carreras to iconic Formula 1 models and everything in between, our collection is constantly changing as new pre-owned watches arrive.
Ready to find your newest timepiece?