The Hottest Watch of 2023 Is Only Getting Started
The watch was born the same year as the Rolex Daytona, and the two have a lot in common. Both offer legendary chronographs that come straight from the racetrack. “These designs and models grew out of the same industry in the same timeframe,” Stein said. But while the Daytona, especially the panda-dial versions, remain almost impossible to find, the Carrera is more affordable and easier to track down. That’s one good reason that, according to a representative from secondary market Chrono24, “Tag has tripled its market share in the $5,000-$10,000 range (where most Carreras fall) since 2020.”.
Tag also flourished during the great watch-crypto crash of 2022: “TAG Heuer watches saw value growth year-over-year (2022 value over 2021 value) of an average +20%,” the Chrono24 representative said. Meanwhile, Rolex and Patek Philippe declined 18% and 24% on the platform, respectively.
The most iconic watches tend to be versatile. Whether it’s the Daytona or the Audemars Piguet Royal Oak, these watches play nice with different colors, materials, and dial layouts, expanding in every direction until there’s a version that will appeal to almost anyone. The Carrera is proving itself to be one of those watches. “There were many different looks and themes for collectors to embrace: the racing connection, the military models, the scientific models, the celebrities,” Stein said. With this latest collection, Tag continues to find novel ways to turn up the heat.
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