TAG Heuer has launched the new Designed to Win campaign. It celebrates a new chapter for the brand, which marks its 165th anniversary in 2025. The “Designed to Win” tagline is inspired by the late Ayrton Senna, a TAG Heuer ambassador, who famously stated in an interview, “I’m not designed to come second or third, I’m designed to win.” This is also TAG Heuer’s motto as it looks at a promising future ahead.
Image: Ayrton Senna.
The new campaign will feature TAG Heuer brand ambassadors:
Image: Ryan Gosling.
Ryan Gosling: Multiple award-winning Hollywood actor.
Sydney McLaughlin Levrone: Four times Olympic medal winning hurdler and sprinter.
Summer McIntosh: Three times Olympic champion swimmer.
Image: Tommy Fleetwood.
Tommy Fleetwood: Multiple European tour winning golfer.
Image: Max Verstappen.
In addition to the above champions, Ayrton Senna, three times Formula One World Driver’s Champion, and Max Verstappen, four times Formula 1 World Driver’s Champion, will be featured. This is especially important as TAG Heuer returns as Official Timekeeper for Formula One in 2025.
Ryan Gosling will do the voiceover for a new film that presents the Designed to Win campaign.
“The full campaign will be part of a fully integrated, high value, global media campaign, ensuring people around the world are introduced to, and connect, with the new, winning mindset of TAG Heuer.”
Our Thoughts
TAG Heuer has been going through a renaissance of late. Their watches are hugely desirable and accessible to a broad segment of watch collectors. Their choice of brand ambassadors ensures they have champions and winners from different fields. Their association with motorsports and the automotive world is second to none. Their future looks bright, and the new Designed to Win campaign is much needed to instill this message in the minds of watch collectors and enthusiasts the world over.
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