Under the new ownership of Techniques d’Avant-Garde business group, TAG Heuer made the transition from a brand associated with mechanical chronographs to a company designing watches for the 21st century.
Models developed in the 1980s became the mainstays of today’s TAG Heuer catalog.
TAG Heuer supported its new portfolio of watches with award-winning advertising campaigns.
The 1991 to 1994 campaign “Don’t Crack Under Pressure” celebrated the determination and focus of the brand’s ambassadors, such as Michael Schumacher and Ayrton Senna.
From 1995 to 1997, TAG Heuer used the “Success. It’s a Mind Game.”Campaign, showing how top athletes and achievers push themselves to the limits.