JENSON BUTTON THE KNIGHT

A UNIQUE ROAD TO SUCCESS

"Whatever you do, whatever sport you play or job you perform, if you want it hard enough, it’s yours."

Before Jenson Button, drivers with his matinee idol looks and charm weren’t taken seriously. They were thought to lack the requisite gravitas—the mental strength and drive it takes to push past the crowd and seize the crown. Since him, drivers are judged by the quality he so ably possesses: an ability to win, and never crack under pressure.

...LIKE TAG HEUER’S

Jenson Button is the smoothest driver in Formula 1, with impeccable racecraft and an uncanny feel for what even the biggest corner requires.
He demonstrated this when he started in karting at the age of eight, and when he won his first Grand Prix in 2006, and when he wracked up six victories in the first seven races of the 2009 season and became World Champion—cooly poised in his steering,...

perfectly coordinated in his gearing, superbly graceful in his throttle moves. He still shows it every time he puts himself behind the wheel of his 750hp McLaren Mercedes and guns it to speeds topping 200 mph. Now in his 15th year in Formula 1, with 15 wins and 50 podium finishes to his credit, he has evolved into one of the most intelligent drivers on the circuit—and the most experienced, with more than 250 Grand Prix starts, third overall in the history of this sport. He keeps on top of his game by working harder than his younger competitors, and to blow off extra steam, he grinds out another triathlon. He is, like TAG Heuer, a tireless competitor, a path-breaker who refuses limits and, no matter what, never cracks under pressure.

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AMBASSADORS

For more than 150 years, TAG Heuer has faced down every challenge, and then pushed past it. By defying the time-honored conventions of Swiss watchmaking, it has led it to ever higher levels of precision and performance. It makes its own rules, chooses its own path, never quits moving forward, never compromises, never cracks under pressure, just like its ambassadors.