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·Brietling are never taking TAG Heuer's place, they don't have mass market appeal and they don't operate at the right price point for it. Most young people just getting into luxury watches don't want watches that look 50 years old or that slip under a cuff. Plus the Breitling 'brand' has nothing like the draw of the TAG Heuer shield. As it goes the cheapest watch on Omega's website is £3750, the cheapest watch from Breitling is £2600 (but it's plastic)... you can get a basic TAG Heuer for £1050.