DON’T CRACK UNDER PRESSURE. Do you remember the early 1990´s campaign of TAG Heuer? Now it´s back!

TAG Heuer DON’T CRACK UNDER PRESSURE

In terms of avant-garde marketing the good “old” TAG Heuer campaign from 1991 to 1994 was far ahead of time. I couldn´t believe TAG Heuer is really bringing “Don’t crack under pressure” back. Please have a look and tell me what you think.

TAG Heuer is actually undergoing some enormous changes. Nothing is fixed; what is clear are the motives: The entire brand will be repositioned. It is to early to tell you more, but I can promise you will hardly recognize TAG Heuer in a half year from now.

The revival of the TAG Heuer “Don’t crack under pressure”-campaign is just the beginning…

Steve…

TAG Heuer DON’T CRACK UNDER PRESSURE
TAG Heuer DON’T CRACK UNDER PRESSURE

 

Ronaldo…

TAG Heuer DON’T CRACK UNDER PRESSURE
TAG Heuer DON’T CRACK UNDER PRESSURE

 

Maria…

TAG Heuer DON’T CRACK UNDER PRESSURE
TAG Heuer DON’T CRACK UNDER PRESSURE

 

Patrick…

TAG Heuer DON’T CRACK UNDER PRESSURE
TAG Heuer DON’T CRACK UNDER PRESSURE

Let us bet… What do you think? When will we see the “Success. It’s a mind game”-campaign from 1995-1997  🙂

 

 

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5 Comments

  • I think it is a brand without direction. The watches seem overpriced for the quality they deliver. AD campaign is tired. I remember you could get a 2000 series automatic in 38 mm for a reasonable amount of money with an ETA 2824-2.You got some value, now not so much.

    One minute the brand is going upscale and now I understand that they may be offering more entry level quartz based models.

  • I love my TH 1000 Professional wrist watch I’ve had for over 20 years, but I think companies like TH need to have products for both ends of the market ie, high and low ends. Many people can’t afford $4-5,000 for a watch or if they can, prefer to use that money elsewhere.

    • I thought you meant they should go up, but then you wrote ‘many people can’t afford $4000-5000 for a watch’… If that is the case they should look to some other companies. TAG Heuer is nicely positioned as a entry-to-mid-level brand, they have numerous offerings in 2000-3000-4000 Euro range, not much above that. If that is their re-positioning i.e. trading up – they will fail. The brand doesn’t have the fanatical obsession with watchmaking all the Top 5 brands do. If you have $20k+ to spend on a watch you will go Patek, Breguet, etc., never TAG Heuer. It simply won’t work.

      If they want to target $10k-20k range they will fail as well -> many brands start their WG, RG offerings in that range. Hell, if you want a sport watch the Cartier Diver Steel/Gold version is going for 8000EUR IIRC.

      Alex, I think you overestimate the brand’s ability to re-invent themselves – luxury brands are tied by their heritage. You can pull Alexander McQueen, but they did that after the founder died. Making TAG Heuer a high-luxury brand is like making Dior do leather clothes – not going to happen.

  • Advertising is advertising. It’s just a recycled campaign. No originality.

    I have to wonder where they are going to reposition themselves. If they go any further upmarket, they already made a bit of a jump, they may just lose market share. It will be interesting to see what happens.

  • Good to see “Don’t crack under pressure” campaign back, but the execution of this one is very poor. Pressure was in backdays ad shown with power, a strong emotion seen in eyes and now we have overexposed plastic figure pics of Christiano Ronaldo and Maria… plastic figures don’t have emotions and the real Ronaldo and Maria too often crack under pressure in big games…

    Their website is also a joke. They redesigned a homepage and made a bad IWC copy, but subpages remain the same as previous version so design wise is like a AP crown on Nautilus. It’s a few thousands cost for a rock solid website and it’s pocket money for companies like TAG, just cant belive what their marketers do…

    The good thing is they manage social media pretty well…

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