![]() ![]() 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 most iconic watches tend to be versatile. Meanwhile, Rolex and Patek Philippe declined 18% and 24% on the platform, respectively. 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. 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.”. But while the Daytona, especially the panda-dial versions, remain almost impossible to find, the Carrera is more affordable and easier to track down. “These designs and models grew out of the same industry in the same timeframe,” Stein said. Both offer legendary chronographs that come straight from the racetrack. The watch was born the same year as the Rolex Daytona, and the two have a lot in common. In hindsight, it’s inevitable that the Carrera would have such a moment. Stein is now getting texts about the Carrera’s idiosyncrasies: “Most collectors had never heard about the difference between ‘eggshell’ and ‘sunburst,’ and now I get messages from people looking for the eggshell models.” And the watch world is ruled and organized by funky, defining details. This is where funky, defining details are given the spotlight. The Carrera, he said, benefitted from a “Reference Points” bump-the attention created by Hodinkee’s legendarily long breakdowns that run through every version of a particular line of watches. “Comprehensive information and interesting stories drive interest in watches,” Jeff Stein, founder of Heuer-dedicated website OnTheDash, told me. Collectors find an enchanting colorway they didn’t know existed, or connect emotionally with a previously unknown quirk. As people learn more about a particular watch, it tends to become more desirable. Whenever I talk to experts about why certain brands, trends, or particular watches seem to be making a comeback, I usually hear the same word: scholarship. The watch isn’t flashy, but as a reincarnation of a beloved racing-inspired watch with a black-and-white dial, it turned all the right knobs for watch collectors. ![]() Tag Heuer came out swinging with grail Carreras in January, at LVMH Watch Week, where the brand debuted a watch inspired by a very desirable (and rare) version of the Carrera with a panda dial. Although we animate all pillars of the brand, this year, with the 60th anniversary, the Tag Heuer Carrera is definitely the highlight.” “It’s also our bestselling line, commercially speaking. “The Tag Heuer Carrera is our flagship collection,” Frédéric Arnault, the brand’s CEO said in an email. It’s the Carrera’s 60th anniversary, which Hodinkee marked with a 9,000-word testament to the collector enthusiasm for the watch, as the brand commemorated with the revival of a legendary vintage model. The Tag Heuer Carrera is, for my money, the hottest watch of the year so far. ![]()
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