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Tag Heuer

TAG Heuer: the Swiss Avant-Garde watchmaker since 1860. Its rich heritage is built on pushing boundaries and breaking rules: harnessing mental fortitude to overcome technology restraints and create daring watches and chronographs.

About TAG Heuer

TAG Heuer: the Swiss Avant-Garde watchmaker since 1860. Its rich heritage is built on pushing boundaries and breaking rules: harnessing mental fortitude to overcome technology restraints and create daring watches and chronographs. Long-lasting partnerships with motor racing teams and charismatic ambassadors drive it to break with watchmaking conventions, and, as a consequence, master time with unparalleled precision. The brand's motor racing DNA, as well as the amazing champions who belong to its dream team, reflect its core values of teamwork, mental strength, courage and ambition. Its slogan #DontCrackUnderPressure is far more than a claim--it is a mindset.

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DON'T CRACK UNDER PRESSURE

'Don't Crack Under Pressure' captures the mental strength of the TAG Heuer ambassadors, 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, Cara Delevingne the IT Girl, Ayrton Senna the Formula 1 legend and Formula Electric the innovators. At TAG Heuer, they make their own rules, choose their own path, never stop moving forward, never compromise and, just like their ambassadors, 'Don't Crack Under Pressure'.

*Ayrton Senna was a TAG Heuer ambassador between 1988 and 1993. He starred in the very first #DontCrackUnderPressure campaign.

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