TAG Heuer likes paradox. On the one hand the brand continues to move in leaps and bounds towards true watchmaking, while concurrently reinforcing its low-end quartz portfolio. They invest a lot in R&D, but the end-consumer mass market has not reaped the benefits of it (yet). They seemingly have the desire to reduce watchmaking to its most simplistic who sells the best watches
, whilst concurrently they are responsible for some of the most significant advances in knowledge and efficiency of the last decade.