In terms of brand recognition, TAG has a very clear path, sports and hollywood, more specifically, they are deeply rooted in motor sports, along with big names in sports like Tiger Woods, Maria Sharapova. Hollywood covered by Shah Rukh Khan, Leonardo, Cameron Diaz etc. Longines direction? Andre Agassi is er, outdated, same with Aaron Kwok.

As for heritage, I'm not sure if Longines is a diver's watch first and foremost, a pilot's watch, or a gentleman's watch. Least Tag is consistent with being sports and motorsports all along.

At the end of the day, both primarily uses ETA derived movement, with the exception some models of TAG having "in-house" movement in the form of a Seiko derived base. Which is honestly worst than ETA. That's like being a ******* child of a Swiss father and a Japanese mistress.