Tag Heuer Introduces “Designed to Win” – A Campaign Rooted in Performance, Precision, and Authenticity

Launched during Watches and Wonders 2025, Tag Heuer’s new global campaign celebrates individuals who surpass limits and embody the drive to win – not only in sport, but in life.

At this year’s Watches and Wonders, Tag Heuer unveiled its latest brand campaign under the powerful new mantra: “Designed to Win”. More than a slogan, the tagline signals a return to the house’s core values – precision, purpose, and the pursuit of excellence – as reaffirmed by Chief Executive Officer Antoine Pin, who took the reins in July.

“I’m not designed to come third or second, I’m designed to win”

“In a world where brand messaged are increasingly diluted”, said Pin, “we needed to return to the essence of who we are”. That essence, as this campaign asserts, is about performance with purpose. Whether on the racetrack, in the pool, on the screen, or in everyday life, Tag Heuer frames success not simply as talent or dedication – but as the balance of character, consistency, and design.

Shot in striking back-and-white by a team of global creatives, the campaign features figures who personify the brand’s philosophy. Among them are actor Ryan Gosling (who also narrates the campaign film), four-time Olympic medalist Sydney McLaughlin-Levrone, Canadian swimming champion Summer McIntosh, and professional golfer Tommy Fleetwood. The lineup also draws a symbolic thread between Ayrton Senna and Max Verstappen – two Formula 1 champions whose unwavering focus speaks to a shared mentality, despite decades between them.

Senna’s quote – “I’m not designed to come third or second, I’m designed to win” – became the foundational idea behind the campaign, revealed George Ciz, Tag Heuer’s Chief Marketing Officer. In pairing archival footage of the late driver with current visuals of Verstappen, the house reinforces its historic relationship with Formula 1 and a century – long connection to sports timing.

“You can be the greatest actor, artist, or leader. The mindset is universal”.

A Philosophy, Not a Product

The campaign’s broad message is as strategic as it is emotional. “It’s not just about sports”, Pin explained. “You can be the greatest actor, artist, or leader. The mindset is universal”. The brand’s goal is not to appeal to the entire Formula 1 audience – over 750 million globally – but to connect with a community that values precision, authenticity, and a lifestyle built on commitment.

The message resonates. Traffic to Tag Heuer boutiques has shown double-digit growth since January, while digital engagement has surged. The brand has risen rapidly on Instagram, moving from seventh to first position among watchmakers in just two years – now ahead of brands with far larger followings.

For Ciz, the campaign is about inspiration with substance. “We want to reach those who believe they’re capable of more – people who care about real stories and authentic ambition”, he said. The brand is especially focused on young professionals: high – achieving individuals who value purpose, performance, and personal growth.

Authenticity as the New Luxury

While luxury branding often shifts with demographic trends, Tag Heuer is choosing a different path – one rooted in clarifying voice rather than audience segmentation. “Everyone is talking about Gen Z”, Ciz said. “We care about younger customers, of course, but we also respect the loyalty and insight of our existing clients”. The current base, predominantly over 40, is evolving, and the campaign aims to capture both energy and experience.

At the heart of it all is a commitment to authenticity. In a luxury landscape that increasingly values transparency and emotional resonance, “Designed to Win” reframes watchmaking as more than heritage or aesthetics. It is, instead, a philosophy of how one approaches time – with discipline, confidence, and clarity.

Discover more from our Watches & Culture series, only on HAYAT1ST.