TAG was responsible for modernising the company, increasing production and turning Heuer into one of the biggest Swiss manufacturers. For the purists though, the brand lost some of its exclusivity.
It can also be argued that TAG, during their 15 years of ownership never created a memorable watch. If you think Carrera, Autavia, Daytona, Monaco etc. These are all original Heuer designs.
For that matter, LVMH have only recently started to create a new heritage for the company with in-house movements and new models such as the Mikrograph & Mikrogirder series. Even then, these new halo releases are out of reach to the masses and only available as very limited runs. Another marketing ploy some may say.
Others have spoken about the LVMH marketing machine cashing in on the history of the original company. The truth of the matter is that many vintage Heuer owners are disillusioned by poor service offered for their original branded timepieces. Companies such as Omega offer a far better understanding and support to their vintage customers which is so lacking in many Tag Heuer service centres.
In hindsight, if TAG decided not to add their name to the company logo, the perception of the company might be very different to what it is today?