The legacy of TAG Heuer is certainly a mixed bag. They have produced some fantastic pieces over the years, as well as having high standards with regards to precision and performance. However, they have also made some bad decisions over the years. In order to combat the bad publicity, TAG Heuer started a very successful campaign with the slogan “Don’t Crack under Pressure.” The original campaign lasted from 1991 to 1994. The main theme of the campaign were athletes who perform well under pressure.
Similarly, watches put forward by TAG Heuer were expected to be durable and functional in a variety of stressful situations.
Rebirth
Since then, they have had many successful campaigns with a variety of athletes and catchy slogans. A few years back, in 2014, TAG Heuer decided to bring back the most successful campaign they have ever had – “Don’t Crack under Pressure.” The main reason why they are bringing it back now is because TAG is once again focusing on the sports watches rather than anything else. With watch series such as Carrera, and Formula 1, they are aiming at the very top of the sports watch niche.The campaign
The campaign is not much different from the original one. There are celebrities who are associated with the ability to remain calm and functional under a lot of pressure; high class athletes being the center of the marketing campaign. For the European customers, TAG has secured the services of Cristiano Ronaldo, a famous soccer player (ranked the best in the world many times) and the whole Manchester United team (one of the most respected soccer teams in the world), whereas the Americans TAG went after baseball star Giancarlo Stanton. Additionally, there is the tennis player Maria Sharapova, who has been known to attract a wide range of people to a brand. In order not to fully alienate the less sporty clients, TAG included a couple of other celebrities into the campaigns, including David Guetta and Martin Garrix.
The success
What makes this campaign so successful? Simply, the company gathered an impressive roster of fresh and influential stars to represent them. All of the people mentioned above, as well as the others that were involved in the campaign, are highly successful people influencing millions of people and are at the height of their careers. TAG has managed to associate itself with them, leading to a fairly successful marketing campaign.What are TAG Heuer watches like?
TAG is not the first name that comes to mind when discussing watches. They are a Swiss company, but their renown is slightly less impressive than, let’s say Rolex or IWC. However, they have been present in the business since 1860, and have always pushed the boundaries a little. The main focus for the company are, as mentioned before, sports watches, but they aren’t strangers to luxury watches either.
Repairs
The problem with less than common brands is that you often cannot find a suitable repair option when you ultimately need it. Apart from being astoundingly durable and tough (as advertised), a TAG Heuer professional watch can only be repaired by a skilled watch repair technician. The American Watchmakers- Clockmakers Institute is a respectable organization which issues the CW21 certificates (Certified watchmaker of the 21st century). Watchmakers who obtain this certificate have proven to a board of professionals that they can perform excellent repairs on a variety of high-end watches. Buying a TAG Heuer professional watch in San Diego is fairly easy. Simply visit Leo Hamel’s at our jewelry store in San Diego. The variety of new and pre-owned watches will certainly include the ideal timepiece you are looking for. Additionally, our resident watchmaker holds the CW21 certificate for any repairs you need.
