SAVOIR FAIRE DESIGNED TO WIN: THE CAMPAIGN THAT DEFINES A NEW ERA

TAG Heuer’s latest campaign, Designed to Win, captures this razor-sharp state of mind. The line takes direct inspiration from one of TAG Heuer’s most legendary ambassadors, Ayrton Senna. In a now-iconic 1990 interview, the three-time Formula 1® World Champion declared: “I’m not designed to come second or third. I’m designed to win.” That single sentence became the guiding principle behind TAG Heuer’s new brand statement—a rallying cry for those who push past fear, embrace risk, and perform in the moments that matter most.

But Designed to Win is not just a slogan. It’s a statement of intent. Unveiled at Watches and Wonders 2025, this bold campaign brings together the energy of competition and the psychology of high performance. It celebrates those who master the moment—not by luck but by design. Whether it’s a swimmer poised at the edge of the pool, a sprinter bracing for the gunshot, or a racer gripping the wheel on Monaco’s narrowest turns, the campaign celebrates those brief, decisive seconds that separate winners from the rest.

TAG Heuer’s design philosophy reflects this obsession with precision and performance. From the Mikrograph in 1916—the first stopwatch capable of measuring 1/100ths of a second, to the Microtimer’s 1/1,000th of a second accuracy in 1969, and the revolutionary Le Mans Centigraph of 1971—each innovation was built not just to measure time, but to conquer it. Contemporary TAG Heuer watches follow that same legacy: bold, exacting, and engineered to outperform.

This vision comes to life in the campaign’s strong black and white visuals featuring TAG Heuer’s most iconic ambassadors—multi-award-winning actor Ryan Gosling, four-time Olympic medalist Sydney McLaughlin-Levrone, swimming phenomenon Summer McIntosh, and champion golfer Tommy Fleetwood. They are joined by racing legends Ayrton Senna and Max Verstappen, underscoring the Maison’s unshakable bond with motorsport and its 2025 return as Official Timekeeper of Formula 1®.

The campaign also includes a powerful brand film narrated by Ryan Gosling, whose voice anchors the message with calm intensity. “It’s the sharp focus that turns doubt into action, transforming every second into fuel for greatness,” Gosling narrates, as scenes of preparation, tension, and focus unfold onscreen. The film captures the essence of a mindset forged in pressure: clarity through chaos, resolve over hesitation. 

The film closes with a powerful reminder: “It’s the inner voice reminding you that you are designed to win.” These words echo the campaign’s core message: excellence isn’t improvised—it’s engineered. And TAG Heuer knows this better than anyone. Whether in sport, watchmaking, or life’s most critical seconds, greatness begins with the refusal to accept compromise.