“Seize your chance and do your best. No matter what, go further and higher. That’s my rule.”

Before Li Yifeng, young male C-stars were pretty boys armed with, at best, one arrow in their talent quiver.

Then along comes Li Yifeng, a chartbuster as a recording star and songwriter, and one of the most popular Chinese actors to emerge from China in a decade. Li Yifeng, China’s new golden boy, does it all to perfection, and never cracks under pressure.


Regardless of the millions of fans and media that seek his attention, Li Yifeng continues to strive and go beyond his professional acting and musical career while keeping himself grounded with his sincerity to the audience.
This captures the essence of TAG Heuer, and this echoes "Don't Crack Under Pressure".

Sure, there have been exceptions—a singer who acted, an actor who sang—but the secondary occupation was usually just that, secondary. And second-rate. The talents of Li Yifeng are of an entirely different order. Chengdu-born in 1987, he made his mark in 2007 by charming the teenage nation on the popular “My Hero” TV talent show. Modeling jobs and a series of successful pop songs followed, extending his popularity among a growing number of fans and landing him parts— supporting roles, first, then the leads—in a string of hit TV sitcoms. In 2011, he was named Best Newcomer by the Chinese movie industry, for his first performance on the big screen. In 2013, he won Favorite Actor, and last year, in recognition of his box-office clout, he garnered the Most Commercially Valuable Actor award. Now, he’s A-list everywhere, from the front row at Milan men’s shows to top billing in the biggest star-studded blockbusters of Chinese film and television. Still, he keeps his cool, and always looks his best, because like TAG Heuer, Li Yifeng is a pathbreaker, always pushing himself to new limits, but never cracking under pressure.



For more than 150 years, TAG Heuer has faced down every challenge, and then pushed past it. By defying the time-honored conventions of Swiss watchmaking, it has led it to ever higher levels of precision and performance. It makes its own rules, chooses its own path, never quits moving forward, never compromises, never cracks under pressure, just like its ambassadors.