This dog tag has to be the highest quality tag I've ever purchased in 40 years of buying tags for all of my dogs. Even the attaching ring is of better quality. Of course I can't tell you how long the color will stay vibrant. However I will gamble to say I'm positive it will last longer than those I've purchased at the pet shops. I love it so much I'm buying another as a gift for a friend's dog. The small size was perfect for my eight pound dog.