TAG Heuer's Slogans & Taglines

TAG Heuer S.A. is a Swiss luxury watchmaker founded in 1860 by Edouard Heuer in Saint-Imier, Switzerland. Originally named Heuer, the company built its reputation on precision chronographs and groundbreaking innovations, including the oscillating pinion in 1887 and the Mikrograph stopwatch accurate to 1/100 of a second in 1916. Its intimate connection to motorsport deepened with iconic models like the Autavia (1933), the Carrera (1963), and the Monaco (1969)—famously worn by Steve McQueen. In 1985, the brand became TAG Heuer after acquisition by Techniques d'Avant Garde, and in 1999 it joined the LVMH group. Its legendary slogan, "Don't Crack Under Pressure," launched in 1991, became synonymous with mental resilience and durability. In 2025, the brand unveiled a new campaign, "Designed to Win," inspired by Ayrton Senna's relentless pursuit of victory. From the first luxury Connected smartwatch in 2015 to its role as official Formula 1 timekeeper, TAG Heuer remains a symbol of Swiss avant-garde craftsmanship, sporting heritage, and the enduring belief that precision under pressure defines greatness.