TAG Heuer, the avant-garde of Swiss watchmaking since 1860. TAG Heuer has been striving since then to push the boundaries further, inventing timepieces for those who love to defy convention. TAG Heuer is currently the only watch brand to be able to communicate in the four different worlds: Art, Lifestyle, Sport and Heritage. Our partnerships in sport and our ambassadors all share the brand’s core values: teamwork, ambition and a taste for challenge which also drive TAG Heuer to go beyond the traditions of the watchmaking industry. Our slogan #DontCrackUnderPressure is much more than an affirmation: it is a state of mind.