Really need more info on what model watch you have but in most cases pull the cown all the way out to adjust time
SOURCE: I can't seem to set the time on my used tag heuer watch
Probably your watch has a screwdown crown and prior to attempt any
settings you have to unscrew it. Some peoples fingers are stronger then
others, so, try that with a pair of plyers. Cover your crown with a
soft cloth and then grip with plyers(this will avoid any damage).
Thread is right handed and unscrewing is done by turning the crown
anticlockwise.
After setting the time don't forget to screw the crown back- it is for water resistance.
If you are unable to unscrew the crown, that means your watch is rusty and you will need watchmakers help.
PS
If the watch is rusty, you can brake the crown off while trying to
unscrew it. Don't panic yet, as in this case you will need a watchmaker
anyway.
Don't forget to rate, please.
SOURCE: Tag Heuer watch
The knob is a screw-cap seal. When closed (screwed in) it closes the chamber to prevent water from entering the watch.
You will need to unscrew it. It should snap out. In this position, you can wind the watch. Pull the knob out one click, and you can adjust the date. Pull the knob another one more click, and you can adjust the time.
Push the knob back in. In order to seal the watch back up, you will need to push the knob in while turning the knob. You will know you did it correctly when the knob will not turn any further.
Good luck.
SOURCE: Tag Heuer "link" woman's watch-- can't open clasp!
You just have to pull with more force. Decent watch brands always make clasps very tight.
SOURCE: Tag Heuer watch losing time
Make sure the voltage on the new battery is correct. Just because a battery is new does not mean it is good. That is likely the problem.
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