The "Don't Crack Under Pressure" campaign was first introduced by TAG Heuer in the 1990s and has since become the brand's signature tagline. This campaign is designed to convey a message of resilience, determination, and high-performance, which are qualities that align with TAG Heuer's positioning as a manufacturer of precision timepieces for athletes, adventurers, and professionals.

Key elements and themes associated with the "Don't Crack Under Pressure" campaign include:

1. Performance Excellence: TAG Heuer is known for its high-precision watches, often favored by athletes and professionals who rely on accurate timing. The campaign emphasizes the brand's commitment to excellence and its role in supporting individuals in high-pressure situations.

2. Athletic Endorsements: TAG Heuer has a history of partnering with elite athletes and sports organizations. The campaign often features prominent athletes who exemplify the values of determination and performance under pressure.

3. Adventure and Exploration: Beyond the world of sports, TAG Heuer's watches have also been associated with explorers and adventurers who push the boundaries of human achievement. The campaign highlights these stories to underline the brand's commitment to innovation and excellence.

4. Elegance and Style: While emphasizing performance and resilience, the campaign also underscores TAG Heuer's commitment to crafting stylish and elegant timepieces that can be worn on various occasions.

5. Innovation: TAG Heuer has a history of innovation in watchmaking technology. The campaign did also highlight the brand's technological advancements and commitment to pushing the boundaries of what's possible in timekeeping.