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However, in the luxury Swiss watch market, TAG Heuer is in fact a very affordable brand compared to watches from more upper market luxury brands with similar features. Many would call TAG Heuer a value-added luxury brand very similar to watchmakers like Oris and Longines.
Arnault said TAG Heuer is making strides due in part to marketing wins and new products, such as the new TAG Heuer Monaco Chronograph with a skeleton dial worn by Verstappen, which clocks in at more than $10,000. The company's top models are so popular that TAG Heuer waiting lists are now up to 18 months long.
TAG Heuer and Rolex are two very different brands who produce very different timepieces. However, even with their unique approaches to watchmaking, they may have more in common than you think. For instance, both Rolex and TAG Heuer make some of the world's most famous racing watches.