Thread: Tags and terrible resale value?

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  1. #1
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    Tags and terrible resale value?

    I recently received a Tag in a trade on the forums here, and have decided to sell it, but can't seem to get the price I think it deserves. What's going on here? It seems like these watches sell for a lot more new, but take a big hit when used. This is not so with Rolex, Hamilton, Seikos, Marathons, etc., which can be kept at a decent price point even if used given that they are in great condition. I had always thought of Tags as a highly respected, valued brand, but it seems there is bias against them on this forum. Opinions?
    Last edited by str8flexed; May 23rd, 2010 at 01:46.


  2. #2
    Member h2xmark's Avatar
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    Re: Tags and terrible resale value?

    I think you have the watch priced very fair and would think it would sell pretty fast, if i was looking for another Aquaracer in a quartz i would jump all over yours. I agree with Rolex holding a lot of there value on the used market but the other brands you talked about i dont agree with, when ever you see grey market dealers selling Seikos for 50% off and more its going to hurt the resale value of the watch to some point. I would also list the Tag on ebay, i bet you get your price, good luck
    Tag Heuer Carrera vintage calibre 1
    Tag Heuer Aquaracer caliber S
    Tag Heuer link automatic
    Tag Heuer aquaracer chronotimer
    Tag Heuer aquaracer grande date
    Philip admirale chrono v7750
    Burett neo icon auto
    Movado elliptica
    Invicta 9937 auto

  3. #3
    Member Wisconsin Proud's Avatar
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    Re: Tags and terrible resale value?

    With the exception of Rolex, all the others you mentioned are much cheaper in price.

    Watches that cost more depreciate more regardless of brand with the exception of a few higher end brands.

  4. #4
    Moderator enricodepaoli's Avatar
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    Re: Tags and terrible resale value?

    Hi str8flexed,

    it seems that the Rolex is the brand that "holds" value most, but still, they do loose A LOT of value in comparison to new ones.

    You cannot use retail prices as references for TAG HEUER, as they are sold after some given discount. Usually between 15 to 25 percent, but you can find better even better deals. In the other hand, Rolexes are very little discounted.. that's why the prices for used models go higher. But if you compare their prices you will notice the used ones cost quite less than the new ones. Would you buy a used Rolex if it's price was close to the price of a new one ?

    Keep in mind that ANY watch will depreciate, unless they become rare and sought after, which can happen to specific models of any brand. I'd say classic Heuers have been selling A LOT more expensive than they cost new back then.

    * please, remove the "for sale" from your signature, as this is against our forum rules. Thanks for your understanding ! *


    TAG Heuer :
    2000 Classic auto -silver
    S/EL Leather auto -ss/gold
    Formula 1 -1st edition -green
    Kirium F1

    Heuer :
    Carrera -1st re-issue -solid gold
    Monaco -1st re-issue
    trackmaster 1975


  5. #5
    Moderator Eeeb's Avatar
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    Re: Tags and terrible resale value?

    Quote Originally Posted by str8flexed View Post
    I recently received a Tag in a trade on the forums here, and have decided to sell it, but can't seem to get the price I think it deserves. What's going on here? It seems like these watches sell for a lot more new, but take a big hit when used. This is not so with Rolex, Hamilton, Seikos, Marathons, etc., which can be kept at a decent price point even if used given that they are in great condition. I had always thought of Tags as a highly respected, valued brand, but it seems there is bias against them on this forum. Opinions?
    Ok, my opinion, for what it is worth... But first some structure to the response...

    Retail - what those who sell watches for a living want for the watch i.e. what you can buy it for.

    Wholesale - what those who sell watches pay for their watches ... YOU can't buy at true wholesale in most cases.

    Used - what you can sell a watch for when sold quantity one. This is the lowest price of all most of the time.

    Your complaint seems to be Used for TAGs is a smaller percentage of Retail than it is for Rolex, Hamilton, Seikos, Marathons, etc.

    Personally I think it is a perception problem. Here is how I would analyze it:

    Rolex - high priced... some would say overpriced... never discounted more than 10-15% if that... usually meticulously maintained... Used market: low quantities and thin market... ideal watch to show minimal difference between Retail and Used.

    Hamilton - middle to lower middle market pricing. Routinely discounted 10-15%, sometimes more (by ADs) ... Sold to people who are not as likely to maintain as a Rolex owner ... Used: high volumes and active market...

    Seiko - middle to low market pricing. Routinely discounted 10-20%... usually not maintained... high volume and an active market in a few models which are prized but most are heavily discounted on the used market...

    Marathon... middle to low market pricing specialist vendor. Not heavily discounted. Sporadically maintained. Used: low volumes and thin market.

    TAG Heuer - high to low market pricing. Rarely discounted more than 15% if that. Sporadically maintained in the lower markets and well maintained in the higher markets.... Used: high volumes and active market...

    You can disagree with those taxonomies but they do tend to point out your are comparing apples to lemons to oranges to cherries...

    To the point of "can't seem to get the price I think it deserves" ... well, as soon as a drive a new car off the lot or take a new watch out of the store it seems to depreciate 15-30% I don't think I deserve this but the market does not consist of only people like me and you. Which, when I am a buyer, I appreciate
    "Forever is composed of nows." - Emily Dickinson

    "The watch has to be surrounded by a history.
    You need more than just a great design. You need to create an atmosphere around the product.
    Who is the company behind it? Why are they using this material?
    People need to be able to identify the watch with themselves. It's based on emotion." - Ralph Furter

    ...that's just my opinion and I've been wrong before and will be again and might be now!

  6. #6
    Member L4rry_B1rd's Avatar
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    Re: Tags and terrible resale value?

    Hamilton, Seiko, Marathon?! Really?! I see these in classifieds going for next to nothing everyday. It's a buyers market, simple as that.

  7. #7
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    Re: Tags and terrible resale value?

    Sorry that you are not having luck with your AT. It is a very nice piece - I was very tempted to pick one of these up myself. While Tag does not have retain the same percentage of value that Rolex does in general I think you have a few things going against you on this particular sale.

    Tag tends to change their styling and their models pretty often. This AT has been superseded by a newer design with a larger case and more detail in the face. That new design has been out for nearly a year and the watch was probably an old stock model sold at a rather substantial discount, or it should have been.

    In general, quartz does not hold up as well as automatic for Swiss watches. That is simple reality. I personally prefer the accuracy of quartz but the market devalues it.

    I'm sure this doesn't help you much since you are taking a hit and selling a nice piece for peanuts but there are a few reasons why you're not having the success you hoped for.

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