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.