Watch brand TAG Heuer has announced a partnership with the New York City Marathon as part of its new advertising campaign, "Don't Crack Under Pressure," which will launch on August 30th. The new tagline pays homage to a TAG Heuer campaign from the early 1990s, returning the brand to its roots by re-advocating a powerful mindset and expressing unwavering determination. The ad features a host of renowned athletes and partners, including soccer player Cristiano Ronaldo, tennis player Maria Sharapova, actor and racer Steve McQueen, Patrick Dempsey's Dempsey Racing, the McLaren F1 and GT teams, and Formula E, the electric F1 car brand.

The New York City Marathon, with which TAG Heuer is forming a new partnership, has been held annually since 1970, with professional and amateur runners from around the world running through New York City's five boroughs to reach the finish line in Manhattan. This year's race will be held on November 2nd. Completing the marathon requires mental fortitude that is unmatched by physical pressure, truly embodying the brand's spirit.