Don’t Crack Under Pressure: the TAG Heuer challenge

Watches & Jewelry


Founded over 150 years ago, watchmaker TAG Heuer has revived its famous slogan “Don’t Crack Under Pressure”, challenging all aficionados of adrenaline and bold initiatives.

In a campaign breaking in September 2014, TAG Heuer refocuses its identity, inspired by the slogan that became a milestone in the company’s history after it was introduced in the 1990s: “Don’t Crack Under Pressure”. The phrase quickly grew into a veritable manifesto, embodying the determination, courage and striving to excel that figure at the core of TAG Heuer’s values.  Right from its founding in 1860, the House became a high-profile sponsor of the world’s most prominent sporting events in every discipline.

Today TAG Heuer is reaffirming this engagement with a major campaign of unprecedented global scope. Officially launched on August 29, the new “Don’t Crack Under Pressure” campaign was unveiled with an exciting, fast-moving video posted on the official TAG Heuer website, along with special window display’s in its Paris flagship stores. The rollout was followed closely by a film featuring TAG Heuer brand ambassadors. Football star Cristiano Ronaldo and Formula 1 driver Jenson Button tweet challenges to one another in their respective sports before facing off in a football match…behind the wheel of a McLaren racecars. They took up the challenge on September 1st at the Jarama racing circuit in Madrid. This is the first in a series of new challenges that TAG Heuer and its fans will meet, never letting pressure diminish their unbreakable determination.

Up next is the New York Marathon – for which TAG Heuer is now Official Timekeeper & Timepiece – a legendary race reserved to the boldest runners.