Explore the TAG Heuer collections
TAG Heuer has been a Swiss Avant-Garde watchmaker since 1860. Its rich heritage is built on pushing boundaries and breaking rules; harnessing mental fortitude to overcome technology restraints to create daring watches and chronographs.
Long-lasting partnerships with motor racing teams and charismatic ambassadors drive TAG Heuer to break with watchmaking conventions, and, as a consequence, master time with unparalleled precision. The amazing people and champions who belong to its dream team, reflect the TAG Heuer core values of teamwork, mental strength, courage and ambition. The TAG Heuer slogan #DontCrackUnderPressure is far more than a claim, it is a promise.
Don't Crack Under Pressure
TAG Heuer unveils its new advertising campaign, featuring the sublime Cara Delevingne. The It-girl confronts a lion, daring to take risks she revives the “Don’t Crack Under Pressure” motto. "We cannot let the pressure crush us. It must be used as a fuel to push us forward and to face one’s fears and anxieties.” Cara Delevingne.