For an affordable, quality timepiece, Tissot definitely fills a niche and has a long history of watchmaking to back up the brand. The Tag Heuer brand is more expensive, and narrower in selection but has built a strong reputation over time within the racing world and with their chronograph models.

Who owns Tag Heuer? TAG Heuer is owned by an international conglomerate called LVMH (Louis Vuitton Moet Hennessy).

TAG Heuer is among the more popular luxury names for chronograph watches, and with a long and storied history of creating both classic and trendy timepieces, watch fans are perplexed about its identity and place in the world of watches.

While not all TAG Heuer watches hold their value, as well as some luxury counterparts, the brand's iconic models and vintage pieces have demonstrated stronger value retention. The Monaco, Carrera, and Autavia stand out as examples of watches that generally hold their value better within the TAG Heuer lineup.