Jim Chapman on How Luxury Watches are Made | Episode 3 | The Luxury of Less | British GQ

In episode three of our new series on investment buys, Jim Chapman jets over to the historic headquarters of TAG Heuer in Switzerland to find out how luxury watches are made. Giving you an inside look at the unique design and making processes, Jim discovers that a watch that’s likely to outlive you is probably worth the price tag.
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When is a piece of clothing really worth the price tag? GQ columnist and KZbin star Jim Chapman explores the so-called ‘investment pieces' that promise to keep you in style whatever the season.
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Jim Chapman On How Luxury Watches Are Made | Episode 3 | The Luxury of Less | British GQ
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[@liamrodell711]

it would be interesting to see shoes I think

[@brennanbunnage5418]

Definitely

[@rashy28]

Yeah definitely! surprised they didn't cover it in this first series

[@sam-ur8nj]

One word: Berluti

[@JimChapmansplus]

I would have got away with stealing that watch too, if it wasn't for that pesky camera crew!

[@PoppyMarlow]

Haha naughty boy 😂

[@emmasgaming5991]

Ooh Cheeky Jim, imagine if you got away with that!How on earth would you feel?

[@gypsyrhodescovers]

+Jim Chapman Damn that camera crew!

[@christinaacaao]

The camera crew is just ruining everything

[@1997HSS]

+Jim Chapman You should do shoes nest series!

[@numberstation]

If you want to buy an investment watch: Unless you are stinking rich, buy Rolex. Stick to popular models in simple colours, like the Submariner or Datejust. Omega models like the Speedmaster and Seamaster are fairly safe, won't gain much value but won't lose a great deal, either. Don't buy Quartz, anything. Regardless of this video, don't buy Tag. Nothing wrong with them, but many watch collectors regard them as turds and you may well lose a lot of money if you decide to sell.

[@heywoodjerbloume]

I got my Rolex submariner in 1974 in Joburg and its still going strong.

[@RahKap98]

Do leather jackets in series 2 please!

[@jonnynelson2601]

Shoes and accessories! Rings, bracelets, and even coats

[@alter3go411]

Tags are not very good investments. True watch snobs wont even touch them.

[@AbdullahIbneMasud]

only vintage huers are worth it. All tho some of the new tags do have nice shapes.

[@DavidSylvester7]

won't even touch them with a 10ft pole

[@samuelson4244]

Wouldn't count out Tags based on popular appeal or prestige among purists, as there was a time when the vintage submariner was tossed around and treated as a joke; whereas now purists swear by submariners and the like.

[@Disinf3ctant]

Never good to be a watch snob.

[@OMGWTFLOLSMH]

What kind of snob is preferable?

[@AsAnAtheistFilms]

I love how Jim was like "It's not like you can't buy these things at wholesale".... the watchmaker had a pause and thought about all the movements that are coming from ETA.... then lied to the camera.

[@jackfinlayevans3428]

AsAnAtheistFilms they make their own variations, adapting and remaking some parts, I do agree with you however technically he doesn't lie

[@MsRussianbaker]

"On tonights episode we visit Switzerland the land of luxury watches like Rolex, Patek Philippe, Zenith etc.! We however (because all these brands know how shit this magazine is) are going to visit......... Tag fucking Heuer... It is like going to italy to test an italian sports car... everybody expects you to test a Ferrari or a Lambo etc., but you come back home with a review of the bloody Fiat 500 and even claiming that the car is in the category of the others... christ GQ you were doing so well with this series...

[@MsChouchou18]

absolutely loved this serie! hopefully you will make more :)) find it so interesting to follow Jim in those little adventures

[@tkendrick5319]

Loved this series! Looking forward to many more episodes - get on to it GQ!

[@KrystyneY]

That was really kind of amazing. The effort that goes into making a single watch...and all the technology used. The knowledge theses workers possess is astounding. I can't even assemble one of those craft store clock works!

[@Cutekid69]

Interesting look inside a Tag factory. They make some very iconic pieces like the Monaco. I am a very serious watch collector and I find Tag to be very fashion forward in a lot of their lines. Very good if you want the latest styles but usually they age badly. Good watches with very reliable ETA ebauches for their lower end and mid range.

[@millerbarnes]

I want more from this series! Love them.

[@fabriciogiampietro7029]

I think in this new era we have a lot of fashion watches around, the time of the old school watch companies like Rolex is fading with the emergence of new styles, perception and economic trends. I still struggle to accept Tag Heuer but I must give to them that they have their place in the game, and they are keeping up with the time we are living in

[@twofists]

I've enjoyed this series. Nice to see behind the scenes of some great brands.

[@markbrelandcomeback8604]

Tags are bad for investment. Value drops within first year.

[@bighands69]

If you are buying as investment on the basis of a one year time period then you need to consider that watches is a very poor field to be involved in. It is like buying a house and expecting the value to increase next year.

[@raparcheto1998]

+bighands69 buying a house IS a pretty good investment, depending on the location.Maybe buying a car would be more like buying a watch due to the value drop in the first year

[@th3k1n6]

Why wait a year?? You buy it at 50% off to begin with😅

[@ambersantos352]

Love this! So proud of Jim

[@lukecunningham6276]

Shoes. Would be good to see one of Church's, Grenson, Loake, Crockett & Jones etc.

[@mistertee5000]

I know everyone hates Tags these days (they haven't all been so pretty), but i've worn mine every day for the past 16 years and it's been flawless and looks great. My model looks very Rolex-ish, which probably helps a lot, but technically it's been a fine watch even through a lot of rough and tumble (and many, many oceans!).

[@NervaTraian11]

Watch aficionados have a tendency to be snobs, especially to Tag Heuer. Most of them don't even own a Tag and just hate on it because it's the cool thing to do.

[@justbecauseitsbeauty]

I loved watching this series Jim! You should do shoes, ties, cuff links, bags in the next series ;-)

[@wix3759]

I love this series, he started making little videos and now he's got his own show

[@fabienmilon3474]

Jim ! Firstly, CONGRATS on the series ! Beautifully done :) Really enjoyed watching it ! Shoes please :) xxx

[@neverforgetwhouwere]

do it agaaaain!! cant wait for series two!!=D

[@gride5153]

I would not classify TAG as a luxury watch brand.

[@bighands69]

They are luxury sports and do not sell watches for 50 euros. They are a premium product with premium prices. Are there better more expensive watches? Of course there is and there are watches more expensive than Rolex.

[@bighands69]

Ugly is an aspect of opinion.

[@gride5153]

So is "Luxury" - TAG is not a high-end luxury brand.

[@turbotimthree]

It's amazing, Tag is always great at taking credit for what other have done.

[@alpaybyrktr]

Watch-making is simply an art itself.

[@0xVeeda]

I really loved the video. I hope we could appreciate the product more

[@3signets]

Great video thanks.

[@johncookiedoee]

Awesome videos!!!. In S2 it would be cool to see boots, wallets or vintage bikes :-)

[@joceyr]

Loving this series. I hope there are more in the future! How about a serious on Men's formal footwear, Men's grooming (beard, mustache, overall body hair...sorry Jim!), Coffee, English Tea, Luxury European vehicles, etc.?!

[@cobbetlprogrammer1344]

Great JOB Jim. Very good series. Obviously WE your followers would love to see you do a More EXTENSIVE rage of Suits (business, fancy dress, etc..), Shirts, & watches (from around the world) Good Luck!

[@Ricky97HD]

Please cover accessories like rings, you are always wearing several rings so would love to hear your ideas on them. Shoes of some sort, formal/dressy or casual but stylish would be good as from following your fashion sense over the last while, it is clear you know how to dress well and buy well, especially in the shoes department. Also, I have a ball to attend in a few weeks so any tips on how to dress or buy for such an event would really help me out. Regardless of what you decide, looking forward to series 2 immensely. This episode was the one I was most looking forward to and it lived up to my hopes. Great videos/series, keep up the incredible work!

[@Mark_Mesut]

Lots of hate on TAG for using modified ETA movements even though brands like Omega do the exact same thing. TAG is in no way the best watch brand out there, but it is definitely a luxury brand. Many people do not precieve them to be luxury because of their lower end offerings, but it is difficult to label a brand as non-luxury when they have a rather large selection of $4000 and above watch.

[@stus804]

Nice work if you can get it. Well done Mr Chapman a very good series of videos.

[@JimmyL.Jaime97]

I think on the next series you should look into shoes, basics, seasonal wear.

[@mrplummer1988]

i love this guy

[@NinaEgaa]

Another great video!! How about luxury bags?

[@johanwahlgren8460]

You can get great quality wathes for a lot less than a 100 pounds like Seiko, hamilton and Oris which is what I wear for 450 pounds

[@gustaflembre4191]

This was very intresting, I love watches. Will show this to my friends who doesn't understand the cost of watches and why you want to pay hundreds more when you can get one that tells the time very accurate much cheaper

[@Theblackbird363]

omg you should think about something called SEIKO 😍 an such a pieces of art

[@traquakuppler]

Dont believe that buying a watch is an investment. Hardly any models gain value. If your main argument when deciding on which watch is how much you will get when you sell it, you have not fallen in love with the watch you're looking at. Buy a watch that feels good, makes you happy and proud to wear.

[@tomlamprell4740]

Jimmy S 😦

[@amirakram3989]

I'm surprise they didn't do trousers... Crafting them is just such a delicate process. And, hopefully, every man is wearing a pair of pants (may it be jeans, tuxedo pants, or even chinos) most of the time.

[@Andrewg820]

I have Orient bambino v2 in cream dial, it is a Japanese in house movement and probably the best budget dress watch.

[@travesty9]

I'm looking into buying my first watch soon. What are people's thoughts on Raymond Weil brand? I like the look of one of the Freelancers.

[@aimalalikhan8054]

@Jim Chapman Hello can you discuss about Longines too. I have finalized about it's model. Yes I am a Swiss watches fan.

[@tommorgan4025]

+Jim Chapman could you please do shoes in season 2 as well as coats/jackets thanks buddy really enjoyed the series

[@ZCT808]

Actually Rolex was founded in London England in 1905, under the name Wilsdorf and Davis (after the founders of the company). They registered the trademark name Rolex in 1908, changed the company name to Rolex in 1915. But it wasn't until 1919 that the company was formally transferred to Switzerland owing to wartime taxes making the cost of obtaining watch cases too expensive. So it wasn't really 'founded in Switzerland.'

[@beingmorenick4728]

It would be good to see what the cheaper equivalents might look like/be and where you might get them from. What’s affordable for dads that try to keep up with being ‘stylish’ but live the reality of having to make the money go a bit further but still look good. Nice mini serious, thanks Jim.

[@Moham153]

Shoes and Signit rings!

[@viksra]

Series 2 - please check out the world of fragrances (Creed, Jo Malone, etc).

[@aclark8888]

Definitely shoes, coats would be nice, glasses/sunglasses, socks, belts, ties. Great series.

[@leeroy5044]

It would be interesting as well to see, Handmade shoes, Ties (possibly), Leather bags (business suitcases or laptop bags). I believe that they can be investment pieces as well, especially when you look at it based on "cost per wear", longevity/durability, maintenance.

[@leoniep7282]

u were in switzerland omg please come backkkk 🤓🤓🤓

[@MrThuggery]

Impressive

[@andrewhutchinson1400]

Probably should have visited a decent watch brand, not crappy Tag :')

[@CloudFly99]

Series 2!!!

[@Tortuex_]

7:17: *watch starts flying in the room*

[@mrplummer1988]

Please investigate 1) Shoes 2) Pens 3) Cigars 4) Ties 5) Belts 6) Rings 7) Bracelets

[@melevizosachu2415]

Thank you for your Video and I like your accent.:)

[@slickrick6513]

Ok

[@slickrick6513]

Noworries

[@mixey01]

makes you appreciate your watch more even if it's a Seiko 😊

[@MrPink-ko8si]

It be great to see a quality hats, shoes and a bags.

[@justmusicparadise]

maybe leather jackets, shoes and jeans?

[@rasmusb2523]

Tag Heur? Noooooo...... Damn it, thought I was going to see something a bit more interesting :/.

[@bethandavis5113]

I love Monday and Friday

[@aadamsheikh6935]

Shoes, bags and hats please!

[@queersbabies]

Series 2: Denim (Levi’s, Nudie, RRL, etc), quality shoes and boots (Alden, Doc Martens, Redwing, etc), coats and jackets (Barbour, Baracuta, etc)

[@minibus1351]

I like Jaeger LeCoultre and F. P. Journe.

[@nekospeed]

Hats! 🎩

[@hadrian6709]

My father thinks I'm a nutter now... I know more about men's fashion and that kind of stuff than anyone in my family after watching a few too many of these kinds of videos the last few weeks

[@TKsheng]

1. Tag is not an investment. 2. Yes, those components they bought it in bulk! Heard of ETA? 3. Not all Swiss watches are great, so don't just buy Swiss! The Germans and Japanese are great too, mostly better than Tag Heuer. 4. The components u saw on the computer screen is just the case construction. The tiny screws u see are not even depicted in the computer. Those belong to the movements. 5. Do you even know that the watches movements u talking about does not need a battery?

[@as03uk]

Perfect summary... it felt like this video was made for children.

[@hermangoldstein8838]

+Clay Ferguson exactly

[@chazshier]

+Clay Ferguson here here, exactly my thoughts.

[@rustynugget2288]

TAG is the Beats by Dre of the watch industry. very heavy marketing especially with celebrities, low quality and expensive for what you get

[@masondelpino8118]

I can't afford a good Swiss watch yet, but do any of you guys have any problems with Citizen? I think they're a great bang for your buck. Also Seiko haha.

[@mckayliehennessy751]

Shoes would be interesting

[@88PumaRed]

In series two, shoes. Like, leather shoes, sneakers, and some others in between.

[@do_over]

Shoes, gloves, and hats!

[@zzz-vd5rp]

Nice tag 2000 series blueprint

[@leonghk12]

I think "investment" grade watches are not accessible to most of us. If I can afford it, its probably mass produced and it won't be appreciating in value anytime soon unless there's an exceptional event. The watches that can retain or even increase its value are really exclusive and have to be limited in some way, and are unfortunately too expensive for most of us. Bottom line: You'd be better off keeping your money as cash than buying a Rolex Submariner or a Tag Heuer for that matter, unless you truly enjoy the watch for what it is.

[@ariyaputera4657]

what bachelor degree should i take to be a watch designer or watch engineer ?

[@rayhugotang]

Please talk about leather briefcases or bags!!

[@MarkkMac]

Is that Miss Sharapova at 1:23? That poster won't be up too much longer!

[@rlkinnard]

I am happy with the time on my mobile phone

[@MossPalone]

TAG is a marketing hype.

[@johnrobinson2228]

Wearing a tag rn!

[@Rajonrondo95]

Where are the other series?

[@terrysky83]

Please investigate cufflinks. I feel incomplete unless I'm in a French cuff shirt and a pair of unique cufflinks.

[@GusStat]

Tag just use generic eta movements, they’re not luxury they’re just fashion. If you’re looking for a luxury watch go for a watchmaker that uses in house movements, if you somehow have the money go for a jaeger le coutre for a more formal traditional look or for an everyday watch at a lower price look at something like a frederique constant.

[@meletispogkas1475]

Linus Sebastian is not allowed in there...he would destroy everything!!

[@dlb44]

Advertorial? Cant see any other reason that Tag would be close to consideration from an investment perspective. What's next, the fine wines available at Wetherspoons?

[@kevincassman5851]

The nicest pants, belts, and shoes

[@RChyshkevych]

shoes, leather and outerwear. as suggested by others. or maybe designer labels and what makes their name so expensive

[@girininjoo]

Accessories please!

[@Max-lf4br]

Yema is a pretty great watch brand

[@shalehhabeeb4016]

Shoes, jackets and wallets!!

[@robkealey10]

Shoes !

[@emby4518]

Japanese and German are good choices as well

[@marcsmith9750]

I think quite a few men would be interested to know more about why one should invest in a high quality bottle of cologne, a decent pair of shoes and a satchel/briefcase.

[@Xminor79]

What song is that?! It's on the tip of my tongue!

[@bene.macleod843]

I usually love what Jim does and I loved that whole series but I must say this video clearly lacked in accuracy and I also think that TAG is not at all to watches what Gieves & Hawkes is to suits

[@timotheusn.h.nakashona1001]

Definitely shoes and belts.

[@tannervote5506]

Shoes. High end leather boots and such.

[@duncanmccombe5586]

Do jeans in S2!

[@coolb359]

Rolex was not founded in Switzerland but in London in 1905 as Wilsdorf and Davis. It was moved to Switzerland in 1919 to avoid England's war time tax. Please get your facts straight. Tag Heuer is on the opposite spectrum of an "investment" piece; its quality is laughable in the horology world and a disgrace from, it's golden era of Heuer in the 70s. Lastly, only buy Swiss? Come on, ever heard of German engineering in the form of A. Lange & Sohne, Nomos, glasshutte original just to name a few in the saxony region of Germany?

[@nebod1556]

dieselboi91 Nowadays a lot of 'swiss made' or 'made in Germany' are made as we all know in mighty China (as with 99% of other big brand goods); they just need to have certain no of component from country of origin to be branded as made officialy in country of origin

[@bighands69]

This whole fake horology world is nonsense. Whereby people will look down on certain brands. It is like a whole 1990s brand shaming thing that happened in schools.

[@timotheusn.h.nakashona1001]

Aren't the Germans and Swiss cousins, both their quality is on par.