Who says fine Swiss watches have to be stodgy and aimed at the older, more conservative crowd? In its latest ad campaign the legendary watch brand TAG Heuer puts the spotlight on a “Dream Team” of celebrities and athletes as well as an iconic tagline from two decades ago that has been brought back.
TAG Heuer originally launched its “Don’t Crack Under Pressure” tag back in the 90s but in September revived the campaign for a new generation. The latest ads highlight the company’s brand ambassadors like soccer star Cristiano Ronaldo, Formula 2 driver Jenson Button, tennis champ Maria Sharapova, movie legend Steve McQueen and the latest addition, Bollywood heartthrob Ranbir Kaboor.
As TAG Heuer marketing director Puneet Sewra explained, “This campaign was globally launched way back in the 90s. It became an iconic campaign at that point in time. Now, we are redefining the entire positioning of the brand. We are emphasizing more on the youth. We need to give the mindset and the philosophy to the consumer that says “don’t crack under pressure” Our main focus point is delivering the right kind of customer experience, and are constantly finding innovative ways to do that.”
Two new brand ambassadors appeared on a TAG Heuer billboard that made its debut in Times Square on November 1, just in time for the New York City Marathon. TAG Heuer, the Official Timekeeper and Timepiece for the marathon, wanted to honor participants who typified the “Don’t Crack Under Pressure” motto of the brand.
One is Michelle DeLucca, who took up running after being diagnosed with the autoimmune disorder Achalasia. The other is Justin Michalski, whose drug and alcohol problems as a teen led to his current sobriety as well as his fund raising efforts with Team for Kids. Both ran in this year’s marathon.
To celebrate the determination of the runners who represent the TAG Heuer spirit, the brand hosted a pre-marathon event in Times Square honoring the hundreds who submitted their inspirational stories to the watchmaker’s “Get Your New York On” challenge.
LVMH Watch President Jean-Claude Biver told why these two had been chosen to represent TAG Heuer in this prestigious event. “Michelle and Justin are an inspiration to us all as they’ve pushed themselves to an unknown limit in order to achieve something they never thought would be possible. Running 26.2 miles requires resilience and willpower and TAG Heuer is thrilled to celebrate these two inspirational individuals who exemplify the brands ‘Don’t Crack Under Pressure’ attitude.”
Taking part in the New York City Marathon is one more chapter in the long and storied history of the TAG Heuer brand, which has been sponsoring athletic events since the company was founded in 1860. Now this legendary name is moving into the future with an energetic new spirit to go with the revived motto.