'Don’t Crack Under Pressure’

TAG Heuer's motto 'Don't Crack Under Pressure' encapsulates the mental fortitude of its ambassadors who have become icons in their particular field.

Living up to its tagline of ‘Swiss Avant-Garde’, TAG Heuer is a leader in the Swiss Watchmaking industry, continually defying creative conventions to embody their motto ‘Don’t Crack Under Pressure’.

Alongside this inspirational brand message comes some iconic faces who represent TAG Heuer’s DNA: historic ambassadors such as motor racing legends Ayrton Senna and Steve McQueen, and popular modern day icons such as football star Cristiano Ronaldo, model, actor and singer Cara Delevingne, and actor Chris Hemsworth. All who epitomise the brand’s unbreakable determination in their high pressure roles.