Well its very subjective but Id agree in the sense that they were mid when they were trying to climb to the likes of Omega (talking purely on price points), but recently like 3 years they have decided to aim lower as they find the other brands all jostling for higher spots leaving a less crowded entry level spot. This is smart in my opinion, as at entry level they are quite the king amongts Tissot, Longines etc. Tag always wanted to have a grip at entry level hence their Formula 1 range, some argue it brings them down the ranks. But I think its cool as that's their style - Avant Garde.
But who knows now with the brilliant Jean Claude Biver at the helm....interesting to see how it goes. Under him they made waves by releasing an affordable tourbillon. I love listening to that guy talk about watches.