This isn't something unique to Tag though. For the longest time I wanted an IWC Ingenieur but they keep messing with the style and "drawing inspiration" from different eras of their past so there is no iconic Ingenieur exactly (unless you count the very first original) in the way there is an Omega Speedmaster or, well pretty much any Rolex I guess. They also moved to ETA a long time ago IIRC. Yet, even in this thread posters have mentioned IWC as a "worthy" brand. So if it isn't technical accomplishment, and it isn't heritage, I don't really get what you are buying with some expensive watches.