Cristiano Ronaldo, Maria Sharapova, and Steve McQueen pose for Tag Heuer’s Don’t Crack Under Pressure campaign.Cristiano Ronaldo, Maria Sharapova, and Steve McQueen pose for Tag Heuer’s Don’t Crack Under Pressure campaign.

Avantgarde watchmaker Tag Heuer’s Don’t Crack Under Pressure slogan for 2014 is more than a marketing message. It’s an indicator of a new overall direction for the Swiss watchmaker.

Best known for harnessing mental fortitude to overcome technology restraints and deliver groundbreaking innovation, the slogan captures the mental strength of the brand’s dream team, athletes and partners, who reflect the brand’s values.

Each sport star builds on the legend in their particular field, reinventing the rules as they go: Cristiano Ronaldo the perfectionist, Maria Sharapova, the irresistible, Steve McQueen, the blue-eyed King of Cool, Dempsey Racing, the challenger, McLaren F1 and GT, the masters of speed, and Formula Electric, the innovators.

Tag Heuer is available from VIP outlets in Sliema and Valletta.

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