TAG Heuer unveiled a brand-new advertising campaing for the second half of the year that harks back to its famous tagline from the early 1990s: “Don’t crack under pressure”. Apart from presenting new advertising visuals towards the end of the month, the brand also put its ambassadors Cristiano Ronaldo and Jenson Button in an unusual situation to challenge test their adaptability to the new slogan. Amidst all this fanfare, it’s also worth recalling that the brand signed a major new partnership with the Volkswagen works team competing in the World Rally Championship .

Already at the start of August, Piaget’s CEO Philippe Léopold-Metzger gave Worldtempus a sneak preview of the collection that the brand is presenting at the Biennale des Antiquaires in Paris, which starts this week. Our contributor David Chokron will be reporting for Worldtempus from this event, which has developed into an important marketing platform for the high-end watch brands.


Piaget montre manchette

Manchette watch. © Piaget

Aside from taking a closer look at some of the 240 watches submitted for this year’s Geneva Watchmaking Grand Prix (see our special dossier for a look at watches from all twelve categories, as well as our special page  for the 72 watches that were pre-selected by the jury for the final vote), we also continued our Summer Watches series and our busy editor-in-chief reported on his recent visits to Armin Strom, Romain Gauthier and Hermès.