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Oris hands down. You can argue that Oris is charging too much for Elabore grade SW200s, the answer to that is negotiate, GM, or buy them used where they all lose half their value. If Oris MSRPs are "excessive" then Tag's are ridiculous. $3,000 for solar quartz,
The 300M autos with that same Sellita are $3400. Also, FWIW, Oris never lied about a Seiko chronograph being "100% in-house." Generally Oris is pretty forthcoming about things like that, they readily admit that they designed Cal 400 for example, but they don't actually make it themselves.
Oris also never made a big marketing splash about their new revolutionary Isograph hairspring, only to then figure out that they couldn't actually make them at scale, recall all the watches that used them, and then memory hole the whole thing as if they never existed at all. You'd think that'd be the kind of thing you figure out before you launch a watch - "can we actually do this?" not after you launch a watch.
The Cal 400 Aquis is about $1800-2000 on the secondary market. Tag has absolutely no answer for that.
The 300M autos with that same Sellita are $3400. Also, FWIW, Oris never lied about a Seiko chronograph being "100% in-house." Generally Oris is pretty forthcoming about things like that, they readily admit that they designed Cal 400 for example, but they don't actually make it themselves.
Oris also never made a big marketing splash about their new revolutionary Isograph hairspring, only to then figure out that they couldn't actually make them at scale, recall all the watches that used them, and then memory hole the whole thing as if they never existed at all. You'd think that'd be the kind of thing you figure out before you launch a watch - "can we actually do this?" not after you launch a watch.
The Cal 400 Aquis is about $1800-2000 on the secondary market. Tag has absolutely no answer for that.