Tags are generally less expensive. That said, Rolex watches are better built with superior materials and use in house movements and have superior fit and finish. Rolex is an icon of icons. Everyone knows Rolex and most people see them as a status symbol. Most Rolex models retain their value better than Tags.

Do Tag Heuer Watches Hold Their Value? Luxury watches like Tag Heuer are more likely to hold their value compared to other watch brands. They age well over many years due to the quality and valuable materials in the watch, as well as the brand name itself.

OVERALL: TISSOT gives the impression of a dressy sports watch and has a heavier, more substantial feel (it definitely is heavier). TAG HEUER gives the impression of a more tool-like hybrid racing/diver style sports watch (it may be lighter in weight-- but the specs show it's definitely more rugged).

Who owns Tag Heuer? TAG Heuer is owned by an international conglomerate called LVMH (Louis Vuitton Moet Hennessy). The CEO of TAG Heuer is a great watchmaker by the name of Jean-Claude Biver.