When the slogan for your campaign is #DontCrackUnderPressure you have to push boundaries and that’s exactly what TAG Heuer did when they invited Online Editor Alexandria Gouveia to discover the 2015 collection in a tank full of sharks…

Ever the intrepid journalist, the challenge was one I accepted with gusto (well, it would be a lie to say there wasn’t any nerves after discussing the task with team EW).

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TAG Heuer immersed 10 new watches from its 2015 collection at the bottom of the Ambassador Lagoon at Dubai’s Atlantis aquarium amidst the rainbow of exotic fish, stingrays and sharks, including a hammerhead and a nine-footer! According to the fact sheet the aquarium, which is the largest in the Middle East, is home to 65,000 marine animals of all shapes and sizes and over 60 sharks.

 
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Alexandria takes on the #DontCrackUnderPressure challenge

Was I scared? Yes! Was I excited? Absolutely? Was it unusual? Damn right, but what do you expect from a brand that is famous for thinking outside the box.

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EW photographer Alex Atack is a true pro, continuing to work while sharks are swim by

TAG Heuer has long been affiliated with the bold, those who are brave in the face of adversity, persistent, hard-working and energetic. In a previous campaign British model Cara Delevingne gets up close and personal with tiger cubs!

 
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For more than 150 years, TAG Heuer has made its own rules. It chooses its own path, never quits, never compromises and most importantly, never cracks under pressure. 

#DontCrackUnderPressure #EWadventure

The watch collection, under water:

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