TAG Heuer launches new campaign ‘Don’t crack under pressure’

Wednesday, 27 August 2014 00:00 - - {{hitsCtrl.values.hits}}

TAG Heuer proudly introduces its new campaign for release on the 30th of August: Don’t crack under pressure. Far more than a claim, it is a powerful mindset. Those who know TAG Heuer may recognise the motto, a tribute to an early ’90s campaign which for many remains the most archetypal expression of TAG Heuer’s unbreakable determination. Reviving this mindset takes it back to its roots, to where it all began and the innovative path it has trodden since.

The Swiss Avant-Garde watchmaker is best known for breaking rules: Harnessing mental fortitude to overcome technology restraints and deliver ground breaking innovation. Don’t crack under pressure asserts the powerful truth that achievement is due as much to mental strength as to physical capabilities. A truth that is exhibited in the daring watches and chronographs produced by TAG Heuer. The campaign captures the mental strength of its Dream Team, athletes and partners, who reflect the values of the TAG Heuer shield. Each builds on the legend in their particular field, reinventing the rules as they go: Cristiano Ronaldo the perfectionist, Maria Sharapova the irresistible, Steve McQueen the blue-eyed King of Cool, Dempsey Racing the challenger, McLaren F1 & GT the masters of speed, and Formula Electric the innovators. Building upon its Dream Team, TAG Heuer now enters the world of marathon running: The ultimate expression of mental over physical endurance. Running a marathon requires the mental toughness to not crack under the physical pressures of what may seem unreachable in just over two hours. Join TAG at the starting line in New York City, on 2 November. Over the last 150 years TAG Heuer has established a reputation as the unrivalled path-breaker of Swiss watchmaking, an avant-garde brand of the highest artisanal pedigree that pushes harder for technological perfection and never cracks under pressure. Faster, smaller, stronger, more precise: TAG Heuer chooses its challenges, then sweeps past them, driving watchmaking into new, uncharted territories. Founded in Saint-Imier in 1860 by Edouard Heuer, it has marked the history of luxury watchmaking by being so innovative that is its only competitor, with a roster of world watchmaking firsts beyond compare: The first oscillating pinion in 1887, still a key component of contemporary chronographs; the Mikrograph of 1916, the first stopwatch accurate to the 1/100th of a second; the first automatic chronograph movement with micorotor, in 1969; and the first tourbillon driven by belts in 2014, the Monaco V4. A proud member of the LVMH Group, TAG Heuer has consistently pushed the mastery of time to new levels of luxury performance and precision. This design and engineering talent has earned it full membership in the Fondation de la Haute Horlogerie (FHH), the most exclusive circle of the Swiss watchmaking elite, and a Geneva Watchmaking Grand Prix “Aiguille d’Or”,the watchmaking world’s highest honor with the Carrera Mikrogirder, which measures 5/10,000th of a second. TAG Heuer partners with people and projects who, like the brand, have changed their times and made their mark: 2013 Ballon d’Or winner Cristiano Ronaldo; F1 Vodafone McLaren Mercedes and its World Champion Jenson Button; five-time Grand Slam tennis champion Maria Sharapova; the new FIA Formula E Championship, the world’s first electric car racing series; SébastienOgier and his World Rally Championship winning team Volkswagen Motorsport; the Automobile Club of Monaco and the Monaco Grand Prix; actor-driver Patrick Dempsey; and legendary film superstars Cameron Diaz, Steve McQueen and Shah Rukh. Like these exemplary men and women, TAG Heuer never follows. It leads. It doesn’t keep time. It changes it.