TAG Heuer Formula 1 - They got it wrong!

Hands on review of the newTAG Heuer Formula 1 watches.

Chapters
00:00 Intro
00:32 History
01:09 Tag Kith Formula 1
01:22 TAG Heuer Formula 1 Specs
02:21 TAG Heuer Formula 1 Movement
02:49 TAG Heuer Formula 1 Price
03:11 Have they missed a trick?

[Antenox]

Swatch: *releases the MoonSwatch*

Watch enthusiasts: "Plastic quartz? For $300? Such overpriced trash!"

TAG Heuer: "Hold my beer"

[markikn]

You are being VERY diplomatic, Adrian. They may shift a few units at F1 meets, but watch enthusiast knows they're being ripped off. It's a net negative for brand image. Choose between:

1) Tag F1
2) G-Shock + tix to F1 Sunday + flight + hotel + food.

[mark]

Missed opportunity. If they launched them for 500 Bucks similar to the moonswatch it would be a huuuuge success. I’m not seeing anyone paying that price. Insane

[danewithers]

I hate to bang on about prices but this watch/video is proof that the industry is getting ridiculous. I am so passionate about watches but every time something gets released I feel jaded. I have Doxa, Sinn, Seiko, Omega etc from years back and I can't justify paying what most companies are demanding these days.

[oOJayWeeOo]

I think you are absolutely right.
At ~650€ A LOT of younger people or just starting out watch enthusiasts would have bought this and a percentage would fall in love with brand, becoming more lucrative customer down the road.
Also there would have been SO much more hype around this watch and TAG HEUER if it was at this lower price point.

[harlibassham]

This is legit my favorite TAG release ever.
I own a Seiko from February 1971. Seiko made some super solid movements that still keep ticking after all this time, even without any service. The 61 and 56 series were total workhorses—I’ve got a few myself. Gonna do a bit of digging now and see what she might be worth.

[julianadams]

As an owner of the original F1 watch I totally agree with Adrian that this should have been a £600 watch. £1500 is just crazy.

[asymeclectic]

Yep, totally agree. I love quartz watches! For £1500 I got a second hand grand seiko 9f quartz. That feels like a £1500 watch. There's no way I would pay that kind of money for this tag.

[caramel]

Bang on Adrian, 100% agree. I wanted to buy my 17 year old F1 racing fanatic son one of these, it would have been his first “name brand” watch (apart from a Marathon) but at over $2500 Aussie dollars that just wasn’t happening. Tag could have grabbed a new customer for life but instead he’ll stick to his Marathon and Citizen.

[Cheeseiest]

If this was 500 bucks, I would buy one. Maybe even a little more, but over way. So I definitely agree.

[dansherriff]

completely agree with this. I actually think if they were in the same price camp as the MoonSwatch, they would have outperformed over time - esp when they bring out even more colour variants, which they will.

[LegalKimchi]

I'd have gotten one for $500. Absolutely right.

[John_A_UK]

You’ve captured the essence of this collection of watches perfectly, spot on Adrian. When I first saw them I figured this was the Tag Racing equivalent of the MoonSwatch… until I saw the price.

[MrSitemaster]

They also seemed to miss a trick by not having the watches in the colors of the 10 F1 teams, which would encourage people to collect them.

[mpicanza]

Your pricing suggestions are 100% correct. A missed opportunity for TAG Heuer to grow the brand with a much wider and younger audience.

[robdove]

Just bought pre-owned at £1250. Had many F1's since the 90's, you could say I'm a fan.
The big plus points are 38mm case, applied markers, mercedes hands, monster lume, upgraded bracelet, solar power & bi-directional bezel.
Will be very interesting to see how well the model sells.
Update: The watch has arrived. All steel & opaline & it's a beautiful, quality watch.
The pricing makes perfect sense when viewed alongside the rest of the range in a retail setting. It offers no better or worse value than any other Tag.
Like other F1's, I think the secondary market will value the watch at £1k new/mint over time.

[michaelanthony]

Completely agree, I was so excited that TAG was back in F1. I bought my first TAG.. CAC1110, valued at $1200 got it used at $600. Love it as it gave that old vintage 90s flare. When I saw them re-release this version I thought perfect I don't have to get moonswatch I could just get this .. then I saw the price Canadian... not going to happen and not trading the one I just got for this .. thank Adrian for a good review.

[yoitsgizzie]

I checked this one out yesterday at my local Tag Heuer. They are all sold out! Like all of them! On January, I paid US $1950 before taxes for my Formula 1 Alarm Chrono in steel. This is plastic for the same price. This video is my sign to take my name out of the green with white dial allocation. Thanks man!

[FortunateSquash]

Tried the all steel blue today and the quality felt great apart from the plastic bezel. Felt like that could have been made a bit better and it felt a little cheap (most likely because it is) I 100% agree here at £500 -£650 I would have bought but at £1600 it’s too much considering the offerings from brands like Hamilton.
One other point is that the case shape and the way the bracelet connects make the head of the watch sit ‘on top’ of your wrist rather than conforming to the wrist (could be my strange shaped wrists). Despite this I thought it looked great and felt good quality (especially the bracelet) but agreed it’s a bit pricy especially the composite and strap versions!

[Drosemusic]

Thank you for covering this Adrian, these have been widely overlooked in the watch community. I have two of the originals from my Dad, and I also had one as a kid, but that one is lost. They are great watches. The new ones are very overpriced but will be decent buys used in a few years. I hope they are successful and cause TAG to produce other smaller F1 models