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TAG Heuer - Video. Don't Crack Under Pressure

TAG Heuer Video. Don't Crack Under Pressure

The campaign highlights athletic, science and art achievements of Tag Heuer ambassadors and the incredible feats these individuals have reached without succumbing to pressure.

In 1991, TAG Heuer first ran the “Don’t Crack Under Pressure” campaign. The campaign focused on the brand’s and its ambassadors’ determination and dedication to their respective fields. The pressure of sports and intense concentration of athletes were highlighted, focusing on the mental rather than physical feats of athletic achievement.

For more than 150 years, TAG Heuer has faced down every challenge, and then pushed past it. By defying the time-honored conventions of Swiss watchmaking, it has led it to ever higher levels of precision and performance. It makes its own rules, chooses its own path, never quits moving forward, never compromises, never cracks under pressure.

The brand

Over 150 years of watchmaking savoir-faire and technical innovation have made TAG Heuer a global reference in avant-garde sports watches. As it tracked the rise of sports demanding increasingly precise timekeeping, TAG Heuer continually developed its unique capabilities through a long-term vision of what watchmaking is today, and what it will look like tomorrow.

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