Far more than a claim, it is a powerful mindset. Those who know TAG Heuer may recognize the motto, a tribute to an early 90’s campaign which for many remains the most archetypal expression of TAG Heuer’s unbreakable determination. Reviving this mindset takes us back to our roots, to where it all began and the innovative path we have 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 our 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 our 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.