Joseph Schooling Doesn’t Crack Under PressureWritten by Melissa Kong
The gold medal Olympian is TAG Heuer’s new Friend of the Brand.
Is there anything Joseph Schooling can’t do? Apparently not.
First, he made history by being Singapore’s first gold medallist at the 2016 Olympic Games. Then he scored a stylish Hugo Boss campaign and now, the swimmer will front TAG Heuer’s Aquaracer (but of course) collection.
But this is more than just a random partnership of world-class swimmer and world-renowned watch brand. The Schoolings have a long history with TAG Heuer (parents Colin and May own an Aquagraph—the Aquaracer’s predecessor—and a vintage Heuer Monaco) and the first Swiss watch Joseph owned was also a TAG Heuer timepiece.
“As a professional athlete, I face many different types of situations, some of which push me into a corner and to the brink of cracking,” Schooling admits. “But only the strongest succeed. That’s why I live by and resonate with the philosophy of #DontCrackUnderPressure, which is TAG Heuer’s tagline,” he says. “Through this partnership, I hope TAG Heuer and I can encourage and inspire the younger generation to beat all odds, overcome challenges and scale greater heights.”
TAG Heuer’s SEA vice president, Amelia Sillard, is equally optimistic about the appointment. “We saw how Joseph’s story has inspired many youths to work hard and pursue their dreams,” she explains. “Through him, I can see TAG Heuer connecting with the millennials and the younger generations, communicating the brand’s Avant-Garde spirit—a philosophy of doing things that pushes us to innovate, to be disruptive, and to take risks.”
But here’s what you were really waiting for anyway—the campaign images. Enjoy:
Like most people these days, Melissa tells the time with her phone. She considers serious timepieces works of art and thinks the perpetual calendar is the handiest complication to date (pun not intended). She's also a Grammar Nazi but promises not to judge if you can't tell the difference between "guilloche" and "guillotine".