TAG Heuer is a brand that has been dogged by controversies. Yes it has made significant mistakes in the past but that doesn’t necessarily define the brand. For me TAG Heuer as a brand was polarizing, seeing an advertisement on TV and magazines with A-list celebrities made me think of the brand as the best watch (I was only 13 at the time). TAG does have substance and whilst learning about the history of Heuer I was even further drawn into the brand and its association with motor-racing and the fact that a Heuer pocket watch made it to the moon before the Speedmaster made me appreciate the brand and the TAG Heuer F1 even more.

Formula 1 was the begging of a new era, it was the time of the quartz crisis, Heuer was facing bankruptcy and the company was sold to TAG. The TAG Heuer F1 line initially were cheap plastic watches made to compete with Swatch. The model line has evolved with 6 consecutive versions since the 1980s making F1 one of the most prominent collections of TAG Heuer.

Getting into the watch itself, the TAG Heuer F1 Quartz. The watch measures 41mm,  the bezel is titanium coated carbide (whatever that means), the dial is very reminiscent of motoring, legibility is certainly there and the watch has 200m water resistance which makes it a great diver as well. It is probably the most wearable which I have in my collection, it is tough enough to get roughed up but versatile enough to look good in any outfit. It is certainly my most worn watch, whether it be jumping in a lake or going on an adventure in Mongolia, it holds a certain emotional connection. The fact that watches can be worn to be a part of a moment is an appeal that separateswatches from other collectibles.

Overall this is probably my favorite piece in my humble collection, even though it is not the most expensive or horologically impressive piece. The watch’s ability to go anywhere and do anything makes it a very appealing piece and a bit of brand recognition and history of TAG Heuer makes it a fantastic watch for any collector who wants a solid beater. When I think about the brand TAG Heuer after four years of ownership of the F1, I believe that the brand is misunderstood, and owning a piece from TAG will probably change your perspective.