TAG Heuer, the avant-garde of Swiss watchmaking since 1860. The unique, instantly recognisable motto #Dontcrackunderpressure, an advertising slogan closely linked to the brand for several decades, is part of its long history. More than just an affirmation, it is a state of mind.
Constantly pushing boundaries with intelligence, discernment and expertise, respecting essential values without cracking under pressure - such is the philosophy that has driven and guided TAG Heuer since it was founded more than 150 years ago, and which continues to push the Swiss watch manufacture beyond the traditions of the watchmaking industry to create extraordinary watches for those who love to defy convention.
Naturally, this same philosophy was the guiding principle behind the Nuit de la Glisse 2015: Don't Crack Under Pressure. The title says it all.
Driven by a common desire to share, by backing Thierry Donard in the creation of this magnificent new opus, TAG Heuer continues to deepen its involvement with winter sports, supporting the new and helping to develop the more traditional, in keeping with its strategy developed over more than 30 years: to pay tribute to those who love to defy convention, driven by the same philosophy and the values shared by the brand, the quest for excellence, a love of challenge and the unusual, as well as elegance of action and attitude.
Shared values evident in the new TAG Heuer Aquaracer collection of superb sports watches. The Don't Crack Under Pressure film has become a magnificent platform for expression and dialogue. Worn by passionate and exceptional athletes, the ultimate sporting elite, responsible and environmentally aware, in skiing, surfing, wingsuit flying, cycling, kayaking… All around the world, the film has become a unique point of reference for those accustomed to testing their limits while mastering space and time in extreme environments. TAG Heuer, the mastery of time.