Tag Heuer's 2024 Plan to Crush Tudor Is Here.

Check out the IFL Limited Edition CasiOak "Octo" watch here! bit.ly/Theoand...
Shop vintage Rolex, Omega, Tudor etc : theoandharris....
Shop handmade leather watch straps : theoandharris....
Want me T&H content? Uncensored conversations? A place to ask questions and hangout? Subscribe to the Patreon! / creators
Our Podcast! open.spotify.c...
Tag Heuer is back on the prowl! What does that mean for the rest of the watch industry? What does that even mean for TAG?! Today the boys jump in and slide down the crazy train of vintage, re-dos, homages, and the like.
Follow Christian: / christianzeron
Follow Michael: / michaelkristy_
...
Partnership contact: [e-mail]
Watch inquiries: [e-mail]
NOTE: there are NO giveaways in the comments section of this video

[@IFLW]

🐙🌊🎨⌚

[@BobMarley-pm1xb]

Really fine vid guys. Thanks for the chat about the new Carreras. I have the blue glass box with date at 6:00. Fantastic and gorgeous watch. Heuer is back!

[@H_tudor]

Bro the was sam das that he reads the comments with that smile broke my heart, he seems like a genuinely good guy and he will definitely bring a different perspective and quality to this channel. He definitely doesn’t deserve the hate because he is no replacement for big mike and never was intended to be. Give this guy some praise 👍🏻✌🏻

[@Jay-vt2so]

Agreed 💯

[@campbellb219]

I agree. Give the guy a break. I came on here just to say this exact same things because I knew there’d be unfair comments.

[@shannoncarnahan4238]

Where is Michael?

[@TheCorkscrew24]

RIP

[@Will-jd2br]

Did you mean Harris?

[@SmurfPerfect]

He’s with Anna in witness protection.

[@DuxEtRex]

Fired

[@shannoncarnahan4238]

@@DuxEtRex no he’s not. I’ve seen him in videos with this other guy.

[@CptnWinkee]

First he whacked Anna, now Michael is getting the full Joe Pesci Goodfellas treatment.

[@SmurfPerfect]

Michael is w Anna in witness protection.

[@alexzorkin9470]

Modern Aquaracer is amazing! It's so pretty and nice😊 Tag any day of the week

[@pr33tu_]

Where's Michael?

[@kirkhundhammer1448]

I hope Michael comes back

[@gyang333]

That's not Michael.

[@kevinmccalister8197]

New record: heard ''100%'' within the first 20 seconds.

[@irvingmartinez98]

23:50 they made the Aquaracer soooooooo much better!!

[@notenoughtime7274]

Tag Heuer’s strongest year for over 20 years I first (and last) bought a Tag (Carerra) in 2001. Do I need one now, NO….but would I consider the Carrera chrono, skipper or Monaco Skeleton most definitely YES! Beautiful timeless and unique designs.

[@clearviewworld1164]

miss the old studio and miss michael

[@christianpermann491]

Where is Michael???

[@Sandouras]

Funny how you didn’t make any videos about Tag‘s new releases when they were released, but now all of a sudden care about them. Suddenly “OMG Tag is killing Tudor!”

[@michaelriera6277]

I thought the same. This is such a click bait puff piece.

[@Chainwhips]

I would lose my mind if I wore a date watch with the wrong date.

[@mk7machinist687]

Really enjoying the aquaracer in 40mm. I find it a fun more modern and sporty take on a diver. Perfect for me as I already have more vintage styled divers and even an actual vintage seamaster. I feel TAG really offered a unique style to add to my collection that didn’t feel redundant with the rest of my divers. Sure I would have preferred a better movement. But I’m not mad that it’ll be easy to service and actually enjoy it’s not slowed to 3hz. Enough of my other watches have long power reserves. Maybe that’s the key, but other luxury watches first. Then buy a TAG later and appreciate it for what it is. Or don’t.

[@seanier3648]

It’s my dream watch! I’ve small wrists but I’m holding of for a 37/38mm in silver

[@mk7machinist687]

@@seanier3648not gonna lie, if I had to only choose one diver it would be Tudor pelagos 39. But at almost half the price I would definitely still consider the aquaracer. There’s still a lot of competition at the price point for TAG but they have the biggest name I believe In that range. I’m a big fan of vulcain’s comeback as well. If you like faux vintage aesthetic, I love their skin diver! Great price too! And they have what I consider to be the best Chronograph deal right now. More coverage on Vulcain!

[@vishnu.narayanan]

I do set the date along with the time. Every time I pickup a watch from the box, I take some time to set the time and the date. Its like a mini ritual before going out.

[@dr.kevinmoore8889]

Yep. Me too.

[@jonpitchertattooer]

I think Tudor will still be a solid brand that is massively under rated. Tag is doing very good but I still have to say Tudor will stay strong.

[@jonpitchertattooer]

But yes I would say tag has had a better year than Tudor. But let's see where tudor is in 2024

[@NickABQQm]

Yes, Tudor could be more mass. F1 Team sponsor maybe. Tennis player sponsor maybe.

[@LanguagesWithAndrew]

Tudor's good but I definitely wouldn't call them "underrated" now...5 years ago, yes, maybe even 3 years ago, but not anymore.

[@Horizontalvertigo]

@@LanguagesWithAndrew You say that but there are still insufferable people out there who will look at the Tudor on your wrist and think "oh, they couldn't get a Rolex"

[@LanguagesWithAndrew]

This is absolutely true but I don't see how that means that Tudor is underrated.@@Horizontalvertigo

[@jw.2507]

This needs to stop, Christian. I need Michael back or I will unsub. Nothing against this guy, I like him a lot more than you. In fact, him and Michael would be a killer duo. #JusticeForMichael #MichaelOrUnsub #MeToo

[@verynormalman]

It's like a less threatening version of The Sopranos. But they dress as badly.

[@justinjohnsonist]

I must have missed something…. Michael get fired?

[@stuffedcrustpizza]

Yo where's michael

[@LaDariusNorris]

I literally make sure my date is correct every time I put one on. Lol I'm gonna complain about it, but it's gonna be correct. Lol

[@brynscho]

Just got my first Tag ever in the form of a Night Diver Aquaracer. Absolutely love it - seriously looking at one of the new GMTs

[@robertcheatham1513]

Where is Michael. Address this issue explicitly, or I’m out of here. Nothing against the new guy, but this channel becomes like EVERY OTHER watch channel on KZbin. My opinion, your views are going to tank. The chemistry isn’t the same.

[@UltraDoug]

You should probably just rename this channel, “period end”

[@DerekRyanTwo]

Hey Theo, where’s Harris??

[@jordansibanyoni9978]

Wait whats going on where's Theo?? 😕

[@Steve.Hodges]

Yes, my date on whatever watch I’m wearing is always correct, life just does not feel right otherwise.

[@SIZZO76]

TAG🔥🔥🔥🔥🔥

[@TheGavio93]

I ALWAYS set the date (when applicable) when putting on a watch. I datecode both photo and video exports for both my job and my hobbies, and it's just convenient to have the date be on my wrist (and accurate). Plus, it would drive me UP THE WALL to knowingly have te wrong date on my watch. Like.... If I had a second at a red light, I'd change it.

[@hourkid]

Love these conversations guys. Nice friendly and lively. You guys clearly have a good friendship. Tag are definitely upping their game that’s for sure. Had a look at one of their displays in a shop window the other day and I was like………..damm, looking good 👍

[@trigger-tok]

10-12k on a tag is a hard sell for me. Beautiful watch though

[@RabbitWatchShop]

They’ll collect dust. They’ll only move them once they offer 50% discounts. Imagine spending that much on a Tag when you can buy a Rolex.

[@meagandempers7308]

​@@RabbitWatchShopThe Problem is you can't buy the Rolex you want. So unless you are willing to pay Grey Market prices any desirable Rolex is out of reach.

[@RabbitWatchShop]

@@meagandempers7308 waiting times are shortening. Rolex is ramping up production and intends on shortening the time more. I now guys that ‘get the call’ for desirable models all the time.

[@TheBrah808]

Tag is dog water.

[@David-nx2vm]

I don’t think LVMH deserves the hate in this case, but as always, blaming the French for any grievance is always a solid course of action.

[@RootBeerGMT]

Tudor has always been a brand for losers. That will never change.

[@Udansha]

Expand that thought. Why are you mad. Tudor is classier than Tag. Tag is right their with Seiko, but losers pay over 1k for a Seiko are insane. Want a real watch? But a Glasshutte. If you dont know what that is you dont know time pieces LOL

[@tomwaddicor9140]

Always an instant click when I see a Theo and Harris video pop up. The enthusiasm in each video never fails to brighten my day! Will be signing up to The Zero in the near future.

[@clark2275]

WHERE IS MICHAEL?!?!

[@TommyRibs]

They aren’t crushing Tudor. Come on now.

[@AnthonyAnderson-n3k]

Nice to see you reference your phone when reading your notebook. I do have the correct date on my watches.

[@adamethancrow]

Sams doing great but no where near as entertaining as Michael guys.😢

[@TheCdM1981]

I think after the new Carrera pricing Tag prices themselves out. I have the skipper, which is probably the most amazing watch they’ve ever made. It’s based on their own history with zero influence from other brands. But even with that it’s as expensive as I go with Tag Heuer. The “Dark Lord” Monaco puts you in a price bracket where you really should be looking at other brands. Lastly, I guess Tag released a bracelet for the Tag. Not sure about “high end” but it’s nice and obviously at $320 pretty affordable.

[@Horizontalvertigo]

Really solid episode this time around, loved it you two. Before this year I thought TAG was super cheesy, a step above a mall watch, riding their brand recognition into the dust. But then they released the Glassbox and it was like "Holy sh!t, this is *actual* watchmaking, this shows real love, real thought!" and for the first time ever I really want a modern TAG. The price delta's steep, but I'd have a real hard time choosing between the blue Glassbox and Zenith's Revival Shadow, I really would.

[@disgruntledoflondon]

TAG Heuer have always been a fun brand. Massively popular in the 90's as a real unpretentious sports watch with great designs (2000 series as seen in some of the Die Hard films). Their F1 range was the MoonSwatch of their time, and was ground breaking for its time. Then you have vintage Heuer..... beautiful !

[@joggle4321]

Wrong Harris again!

[@HighLifeWorkout]

I always make sure the dates on my watches

[@helimx]

I'm wearing a tag formula 1 calibre 7 as I type this.... Not a chance they'll overtake Tudor.

[@jd8468]

Episode is like the moment when Dick Sargent replaced Dick York on Bewitched.

[@JasonFerguson17t]

I always change the date on my watch because I use it.

[@MLeeder53]

So I have a Tudor BB41mm with the jubilee bracelet on order. My first watch was a tag F1, I’ve always loved tag as I am a race fan so I see them everywhere 😂. Now I’m torn. Go order a tag or keep my BB on order?

[@zsb707]

Definitely both. They are both awesome tbh.

[@MLeeder53]

@@zsb707 I got my BB and omg i love it!!

[@randyreynolds1045]

Tag is back❤

[@pendergasti2744]

Is there a big difference in movement and serviceability of the two brands? A lot of the Tudor's are chronometer certified watches.

[@Horizontalvertigo]

TAG probably chucks and replaces the movements like Tudor are lol

[@romanopeterj]

Doesn't Tudor win on price, or costs less than the comparable Tag Heuer Chrono?

[@michaelriera6277]

Yes, they really shouldn’t be in the same comparison.

[@BrandonSpears-s3u]

The Tudor isn’t as nice as the Tag chrono.

[@jazzman528]

Great watches. Just tried the blue dial on last week and I really was impressed. Have never owned a Tag Heuer and I am really considering picking one up.

[@stevens1041]

I’m surprised how much I enjoy the new aquaracers.

[@alexmarin2929]

Ugh. Sam. That is all.

[@Marvelkid87]

Great video guys new sub 👊🏽

[@LouisMorales-zx3jm]

I have been collecting for many years. I have seen the rise of brands and the fall of brands. I have also seen the brands that have fallen rise again. Why do people have a hard time with change? Time will tell if TH can continue the great work they did this year. 2024 will be interesting to see what they release.

[@JW-qf2fx]

they are making some very smart and stylish marketing moves and collabs etc. I think motorsport is in a strong position at the moment and theyd do well to push hard back into that space

[@jeffdj1975]

Tudor will still dominate.

[@matthewhelm3035]

Theo, you’re confused. You are confusing TAG with Heuer. Poor Sam is lost in the sauce. Carerra, Autavia and the Monaco were Heuer designs from when Jack Heuer owned the family business. Totally separate from TAG. That came much later. Like over 100 years later. They stopped releasing those quality watches once TAG bought them and they became TAG Heuer. TAG turned them into a mall watch. Who didn’t know that besides you and Sam! Are you prepping to do watch videos for LVMH aka TH?

[@nickmarin7249]

Sam, you’re not a bad guy. You’re just bad, my guy

[@TheTubaEmporer]

I always set the date when I wear a watch with the incorrect one lol

[@driller7714]

Not happening. I was just in the Tag shop in the mall of Asia. Not impressed.

[@Timep3]

I always set the date along with time on a dead watch when I put it on, different folks different strokes

[@briteppr62]

Hey, I have a bit of an off topic question. What’s the olive quilted jacket that is worn in this video. Brand? Any information is appreciated. Thanks again for an enjoyable & informative discussion. ✌🏻

[@AndreaDoesYoga]

Tag Heuer's ambition is truly impressive! 🙌⌚

[@abl7632]

where is michael? i am out here for good if this isnt explained here. who the duck is this boring sam guy anyway?

[@ChristopherStockton-r9i]

Feel like we’ve been given the switch bait… where’s Michael?

[@MiguelBricaBrac]

Always correct date, always try and have as accurate time as possible.

[@aulzhoefer]

I can’t read the date anymore so never set it, even when I could I barely set it..

[@6SpeedTA95]

I don't understand this channel about half the time. I love it but then we get content like this which makes no sense. Tudor will always be a step above Tag. Tag has been building overpriced shit for 3 decades and they've spent just a couple years trying to correct that. They do have some GOOD stuff right now, the Monaco has always been great IMO. But their heritage has been nearly destroyed, they're still cranking out lots of mediocre trash for the $ and your money, for the most part is better spent at Tissot, Hamilton, Longines and definitely better spent at Tudor and Omega.

[@christ2751]

Moët is pronounced “mo-wett”, not “mo-way” - it’s a Dutch name, not French.

[@nedflanders3769]

yeah that Skipper is pretty badass.

[@castleincorporated]

my date isn't ever right? NO! so disrespectful to your calendar function...do you even love your watch? the black tag is the first watch they've made that made my heart pump. looks really good.

[@gerrylindley7874]

Great opening guys😳🤣

[@ListenToPowerViolence]

Michael looks different. New jacket?

[@chaosad4508]

It is Harris.

[@notenoughtime7274]

Really enjoying the frequency, diversity and great quality of content. JLC - the existing master controller calendar moonphase minus the chrono (unnecessary complication) at early/mid teens price point is better value. Agree the existing gold / black with chrono is sexier. But I’d go a precious metal code 11.59 at that price I like the Polaris, underrated. Agree with coloured dials with coloured rubber strap are great and price ok Agree re Breitling. Never owned one, love the Premier Herotage and Datora the most (salmon and pistachio dial). Been tempted with for some time. Strap a bit glossy but changeable. AP - not a fan of the watch and this specific collab. BUT I do kind of like the fact AP are a disruptor not shackled to holy trinity conservative expectations, having fun, and reaching out to a wider and next generation audience. However, it’s a fine line and they need to offset this with a heritage dress watch to balance out their portfolio with RO, offshore, concept and Code 11.59.

[@masterdad-zf9po]

I couldn’t wear a watch if the date wasn’t correct. On my moon phases, well I’m not such a purist. I’d take a tag over a Tudor any day

[@jazzman5598]

Of course I set the date! Fine vid!

[@brandondunkin8881]

I’m also gunna need Michael back. He was my favorite fam. At least he has another channel called Iron snail if you wanna keep seeing him but I’m sad.

[@TJames69]

Really? I didn’t see one release from Tag that I’d consider for one second dropping money on.

[@ryan_chandler]

9:20 homie so cooked

[@lonewolfemcquade8133]

If Tag Heuer? Wants to crush Tudor. They have to do more Jack Heuer designs faithful to the originals. Vintage Heuer already has a huge fan base

[@Joacimbylehn]

Not setting the correct date would drive me crazy.

[@Mr_Paulie_Waulie]

Now predominantly a vehicle for marketing, and also no commenting from you unless people ‘Shoot you a DM on your paid for….’; Just wow! Dude, be humble, be authentic; especially with your words and themes and views, and be loyal to your subscribers, and, where is Michael? He rocks! When he’s not falling asleep on you whilst you talk…. 😂 Other than that; Keep it up! 😘

[@futuredk89]

Tag has never done it for me.

[@jockdodson9093]

Why wear a watch if it is not right? My time and date are up to date when I have it on.

[@Horizontalvertigo]

“I don’t wear a Tank to tell the time. In fact, I never wind it. I wear a Tank because it’s the watch to wear.” - Warhol

[@jockdodson9093]

@@Horizontalvertigo I’m no artist. My watches are art but, they are tools for me. Time is an important commodity and I hope to not waste it.

[@EQ9962]

I think it is going to take some time for Tag to regain their reputation and not be seen as a mall watch level product. I am older though and when I look at a Tag I recall the popularity in the 90s as a very very entry level watch just a step above fossil and worn primarily by young guys. Definitely not my jam but I can appreciate their attempts to reinvent themselves and return to their roots. As far as dates go, yes, I always reset my date. I would never remember the date otherwise and actually use that complication.

[@deandixon2141]

Almost always correct the date. Not that I can generally see the dates they’re so small and my eyes are over 40.

[@johndobbs300]

Love the channel ! I still think Tudor is going to be just fine though

[@michaelriera6277]

Click bait episode

[@jokeassasin7733]

Do you think that the Barbie Tags had a significant impact on sales?

[@jaxvh]

The ladies need 34mm!!! I’m so sick of getting disappointed with 36 and lug combo that takes us out of market

[@Benzo1818]

When Christian says “Right”….drink

[@thomaslienert4225]

A marathon is a (type of ) race?

[@joeplatz7289]

Great stuff. Loving TAG's new stuff. Seriously considering the new dark lord or even the glassbox tourb

[@gori277]

Newsflash: Rolex is already mediocre.

[@beedeviled1896]

Like what Tag is doing but some of their pricing is a bit out of whack…At least until their able to compete with brands that feature in-house movements across the catalog. Love the Carrera but that Calibre 5 movement isn’t that exciting at over $3k. The pricing on Skipper with the 02 movement makes more sense. But have $10k, be real, very few are buying a Tag.

[@ZachGrabill]

Seeing this in January 2025, their plan did not succeed.

[@hkkyau]

The fact that Tag doesnt have a big brother brand makes me want to cheer for them more. I just like the story better hahaha. This is coming from a guy that bought a BB58 as his first serious watch. Until that glassbox came out, Tag hadnt made anything that has fit me cuz theyre all 42mm monsters. It's not just case size though. The incredible amount of creativity and thought that was put into the design of the glassbox Carreras is what's getting me excited about the brand. This is far from same shit different dial/same shit different size. That would've been cheaper and easier... and id continue to walk past their booth, but this passion and attention to detail they put in is paying off big time, cuz for the first time ever im thinking about getting a Tag

[@eddiek2863]

Sam might wear a precious metal watch on his wrist, but he wears a steel cage on his….

[@JFrusci]

I never set the date

[@tyarnold4088]

Tudor is going to get stronger. For several years atleast.