I don't know the details regarding how LVMH was able to retain the "TAG" part of Tag Heuer logo when they purchased that TAG division in 1999. Perhaps the recent/ongoing switch over has something to do with licensing fees for the registered trademark "TAG" part of the logo. Over 15 years have passed since the LVMH acquisition. Perhaps a new licensing fee/contract was deemed too expensive? One would think that if their licensing agreement was expiring that they'd have to totally drop the "TAG" from the logo but maybe a change in script/design allows them to keep it? According to Wikipedia, TAG Group (Holdings) S.A. is headquartered in Luxembourg and is still involved with McClaren Group holding 25% of their stock, which includes McLaren Racing and McLaren Automotive. They also own TAG Aeronautics which is the Bombardier aircraft distributor for the Middle East.

: Thanks Jeff (and David who responded to my Tweet),

: If it is to replace the current logo everywhere, I wonder why it
: hasn't been done in a sweeping global switchover. Seems a bit
: haphazard for a large organisation.
: I don't wish to knock TH, but it appears unprofessional.

: Independently, I am vexxed as to why they are changing it, and IMHO
: the new logo is awful.. seems they are losing some of their TAG
: heritage.
: There seems to be no rhyme or reason to change it. Could you
: imagine Rolex, Omega et al suddenly changing their logos. Weird!

: Bring back the old logo!

: Stewart
: Heuerville