My take exactly. Tag Heuer circa 2015 is, at best, a distant cousin of the Heuer we all know and love. I don't doubt, after looking at their Basel offerings, that they will do quite well with their target market. Personally, I think they are hideous (Cristiano Ronaldo watch anyone?) but I suspect they will do quite well with a certain demographic.

It's the same with Rolex. It seemed like every vintage Rolex collector was hoping for a new stainless steel Daytona from Rolex. Looking at Rolex's offerings, I cannot help but think they clearly don't see a market for it. Their new watches are "pimped" out very much like Tag Heuer's are. I suspect it's where the money is.

If the goal is to make money - which it certainly is - then good for them.