In terms of both history and sales, Longines is one of the leading Swiss watch brands. Longines is the official timekeeper for a number of tennis, skiing, and equestrian events, and you’ll see its various models on many a wrist. Whether modern or retro, Longines watches always exude timeless elegance. And because they offer great value for money, Longines is as popular with newcomers as it is with long-time watch enthusiasts. TAG Heuer has a heritage that began in 1860. A century later, in the 1960s, TAG Heuer was a regular presence on the world’s racetracks, and many of its watch models continue to be inspired by motorsport. But it’s not just racing fans who appreciate the brand. TAG Heuer continues to attract a wide audience that appreciates watch innovation. These timepieces are mostly available as pre-owned and at fair prices, making them suitable for both newcomers and seasoned collectors. What are the similarities between these two brands, and which one comes out on top in our head-to-head comparison?
Design & Style
As mentioned, TAG Heuer‘s style is strongly influenced by motorsports. Even TAG Heuer’s more elegant models are at least subtly reminiscent of racing, incorporating design details from dashboard displays, as well as any time a TAG Heuer is used to keep time. A TAG Heuer adds a touch of adventure to any outfit. Longines is different; its design principles could be called classic, sometimes with a certain retro charm. These watches also exude a sense of heritage. Whichever you choose, they all have a timeless DNA, making them subtle statements that you can wear anytime, anywhere.
Quality and Craftsmanship
The long history of both brands naturally means that they have perfected their quality over time. It’s hard to objectively compare a large number of different watches from two brands of similar quality, so I’m going to make a more subjective assessment. With TAG Heuer, I’m particularly impressed by the harmonious design of their cases, along with their manufacturing, which pays such amazing attention to detail. TAG Heuer was also the first luxury watch brand to venture into the world of smartwatches, where it has a number of impressive models. There is no question that the company is well positioned for the future. The decoration of Longines’ calibers and the care with which the dials are created are what immediately catch the eye. Longines also has the longest history of our two brands, and stands for durability and watches that can be worn for generations. For me, this makes Longines the clear winner in this category.
Watch Collections and Models
The Carrera, Monaco, and Autavia are three cult models that help define TAG Heuer brand. The Autavia was inspired by dashboard displays, and the Carrera is one of the world’s most famous racing chronographs. The Monaco, with its angular design, has been a legend since its appearance on Steve McQueen’s wrist in the movie “Le Mans.” The newer collections, such as the Formula 1 and Aquaracer diving watches, are also sporty, with just the right touch of adventure.
Longines, on the other hand, offers a wide range of collections, from classic Master collection models and retro pilot’s watches from the Spirit collection to vintage Legend Diver timepieces and vintage models from the Heritage collection. Longines also has countless models for women, ranging from elegant dress watches (e.g. the DolceVita) to the unisex Legend Diver (with a diameter of just 36 mm). As a woman, my vote in this category goes to Longines.
Functionality and Technology
Longines is a leader in the world of high-quality quartz watches. The brand launched its first quartz watch in 1954 and is still famous today for its ultra-precise quartz watches, in particular the Conquest V.H.P series, which has an accuracy of less than five seconds of deviation per year. It goes without saying that Longines also knows how to impress in the field of automatic watches. The Master Collection includes watches with four (!) retrograde displays – a masterpiece and extremely difficult to build. Not content with being a specialist in chronographs, TAG Heuer also demonstrates its links with motor racing by using high-tech materials from the automotive and aeronautical industries. Another major step into the future was the launch of the TAG Heuer Connected, the first smartwatch from a Swiss manufacturer. While the case and dials are heavily influenced by the Carrera, the watch runs on Wear OS. The Connected’s features are constantly being expanded, for example with special apps for hikers. Thanks to its forward-looking approach, TAG Heuer wins the duel in this category.
Pricing and Value Retention
Both brands offer luxury watches at fair prices that will appeal to those new to watch collecting. Although some of these watches are in the upper price range, TAG Heuer and Longines are primarily synonymous with mid-priced watches, with TAG Heuer being slightly more expensive than Longines. Part of this has to do with the fact that both are now using more and more in-house calibers, which has a corresponding impact on prices.
Like many other watches in this price range, both brands tend to lose value immediately after purchase, only to regain it over the next few years. Watches from the current collections are therefore not the best short-term investment options. One exception at TAG Heuer may be the limited editions of the Tag Heuer Monaco – this cult watch is a collector’s item, repeatedly released in special editions and adored by a large fan base. At Longines, the Lindbergh Hour Angle is an absolute collector’s item for aviation fans, and a tribute to the achievements of the aviation pioneer Charles Lindbergh. Over the long term, however, both brands are very stable in value.
Conclusion
While these two brands may seem very different, they have a lot in common. For me personally at least, the clear winner of this comparison is Longines. Why? Because Longines watches simply look great on my wrist! And that’s how you should choose your personal winner: with all the facts in hand, while voting with your heart. That’s the only way to find a watch that really suits you and is a solid investment – all in a timepiece you’ll love to wear.
