Designed to Win: TAG Heuer’s New Era

 

 

At Watches and Wonders 2025, TAG Heuer introduced its latest campaign, "Designed to Win," a powerful statement that defines the brand’s relentless pursuit of excellence, precision, and performance. Inspired by legendary Formula 1® driver Ayrton Senna, the campaign celebrates those who refuse to settle for anything less than victory.

 

 

A Legacy of Pushing Limits

TAG Heuer has always been a brand that thrives on pushing boundaries. Its history is filled with groundbreaking advancements, from the creation of the Mikrograph in 1916, which measured time with 1/100th of a second accuracy, to the revolutionary Microtimer in 1969, capable of 1/1,000th of a second precision. The "Designed to Win" campaign pays tribute to this innovative spirit, showcasing TAG Heuer's commitment to crafting watches for those who demand the best.

 

A Star-Studded Campaign

The campaign features iconic black-and-white portraits of TAG Heuer’s ambassadors, including Hollywood actor Ryan Gosling, Olympic medalist Sydney McLaughlin-Levrone, swimming sensation Summer McIntosh, and golf champion Tommy Fleetwood. Also featured are motorsport legends like Ayrton Senna and Max Verstappen, reinforcing TAG Heuer’s deep-rooted connection to Formula 1®. With TAG Heuer returning as the Official Timekeeper of Formula 1® in 2025, this campaign marks a new chapter in the brand’s racing legacy.

 

The Mindset of a Champion

At the heart of the campaign is a compelling film narrated by Ryan Gosling, encapsulating the mindset of winners, to those who transform every second into an opportunity for success. The film highlights the clarity and determination required to achieve greatness, embodying TAG Heuer’s ethos: excellence is not an accident; it is engineered.

 

 

With "Designed to Win," TAG Heuer reaffirms its dedication to those who push limits, chase perfection, and live by the belief that second place is never an option.