OneRepublic and TAG Heuer enter a partnership that will not crack under pressure
One to watch
Embodying realisation of a dream by Jean-Claude Biver, CEO of TAG Heuer and President of the LVMH Watch Division, the Swiss luxury watch brand will join forces with OneRepublic to bring fans a behind-the-scenes look at the pressure-filled world of an international music group.
#DontCrackUnderPressure stands as the motto of the TAG Heuer—a brand that strives to set the bar for the avant-garde desires of the new generation. Fittingly enough, there are few arenas that exemplify the metaphorical pressure cooker as acutely as the music industry.
Working hand-in-hand with the TAG Heuer team, OneRepublic will be sharing all their #DontCrackUnderPressure moments over the span of the next few months; forming a poignant crossover between the maxims of the brand and band. Summed up simply by the band's drummer, Eddie Fisher, "We work better under pressure; we come together and work harder."