The new advertising campaign will launch across the main international media on 20th August 2015, just in time for the start of the new football season.

The shoot took place in May in a photo studio in Barcelona, with Cristiano Ronaldo in a very relaxed mood. This was the first TAG Heuer publicity shoot for the three-times winner of the Ballon d’Or. The concept was developed to reflect the brand's motto and campaign slogan, #dontcrackunderpressure. The campaign visuals were taken by Belgian photographer Mike Van Cleven, whereas the "Behind the scenes" photos by Swiss photographer Fred Merz/Lundi13.ch.

A preview of the campaign, which will be officially launch the 20th August 2015. © Mike Van Cleven

At Baselworld 2015, TAG Heuer launched its first special edition CR7 chronometers – black and football pitch-green – created in close collaboration with its ambassador.

3 questions for Cristiano Ronaldo:

What’s the best advice you could give someone else?
Make your own rules, set a goal and follow it through… no one can do it for you.

Which is more important, talent or passion? Discipline or skill?
All is important. If you’re not passionate about what you do, you won’t move forward and you can never reach your potential. But you also need to be as strong mentally as physically, and you must work constantly to create your own opportunities for success.

About his TAG heuer CR7 watch: Accuracy, precision, dependability and finesse have a huge role to play on the football pitch. The TAG Heuer CR7 is a tactile expression of these qualities, making it a watch that brings together elements of power and playfulness.

A "Behind the scenes" photo. © Fred Merz/Lundi13.ch