Mastering Time and Identity: The History and Legacy of Watch Brand Slogans

In a world where McDonald’s “I’m Lovin’ It” makes you salivate like Pavlov’s dogs for some french fries and Nike’s “Just Do It” inspires you to pretend like you’ll actually hit the gym (remember all diets start on Monday), watch brands take a different approach. They’re not just selling timepieces—they’re selling philosophies, worldviews, and the promise that wearing their watch makes you more you. Omega will keep you on time for life (no pressure there), TAG Heuer dares you to stay cool under pressure, and Audemars Piguet suggests that breaking the rules is practically a rite of passage—provided you’ve mastered them first.

These slogans are like the haute couture of marketing: chic, a little elitist, and with just enough flair to make you wonder if you’ve been doing life wrong by telling time with your smartphone. Because, let’s face it, no one buys a Jaeger-LeCoultre simply to know when the next meeting starts—just like no one cracks open a Château Lafite-Rothschild 1947 because they’re thirsty.

What we are faced with when we look at brand slogans is not just the history of the company, but the philosophy they stand by. The feeling they wish you embody when you put on their watch. The same way you dress for the life you want — a watch and what the brand stands for shows the world who you are and what you believe in.

And these slogans can make or break a company in my opinion. Slogans are either a 10 or a 1. There is no mediocre slogan. It’s either memorable or forgettable. They live in the extremes of marketing success and failure. They are meant to provide the consumer with a mentality, a vibe, on how to live and feel once they put that watch on. And some succeed, and some flail and fall.

Watch Brand Slogans and Mottos

So what are the origins of these slogans? And do the brand’s slogans, many of them decades old, still align with public perception of the company?

Omega — Exact Time For Life

Omega is one of the most storied maisons in all of horology. The Omega name — which means the end of something, was first documented when La Generale Watch Co. developed the caliber 19 in 1894 and named it “Omega”. In 1903 the company took on this name becoming Louis Brandt et Frère-Omega Watch & Co. eventually shortening to Omega. But it wasn’t until 1931 when they adopted their official slogan “Exact time for life.”

The origin of this slogan stems from Omega’s success at the Observatory time trials. For years, Patek Philippe and Omega were the only two companies that regularly participated in these trials, which aimed to grade, test, and recognize the most accurate chronometers being produced. In 1919, Omega won 1st Prize at the Neuenburg Observatory trials with the caliber 21, which would later be modified to become the Cal. 47.7.

By 1931 Omega achieved 1st place in all 6 categories at observatory trials in Geneva, movements, regulated by Alfred Jaccard, and in turn adopted their new slogan an amalgamation of the ethos delivered by the brand name and their chronometric success.

I personally love this slogan. It fits the company in all ways. Omega continues to produce highly accurate chronometers that will last a lifetime. Well built, well loved by collectors of every level. There is an Omega for any type of person. From the boardroom warrior to the line chef, it doesn’t matter if it’s a Speedmaster, Seamaster 300 or Aquaterra. They are built for a life well lived and will always deliver and always be on time.

Tag Heuer — Don’t Crack Under Pressure

The origin story of Tag’s slogan is a bit hazy. What we do know is that it began as an ad campaign in the 90’s shortly after their 1985 rebranding from Heuer to Tag Heuer but officially it was adopted in 2014.

On face value it makes sense for Tag. When the initial ad campaign dropped in 1991 the brand wanted to convey “unbreakable determination.” They leveraged brand ambassadors with the likes of racing legends Ayrton Senna and Michael Schumacher. This campaign ran until 1994 when “Success, It’s a mind game” utilized athletes pushing themselves to the limits took over.

Finally in 2014, as Tag underwent a shift to a more accessible price point, signing Christiano Ronaldo, Maria Sharapova, Patrick Dempsy and even reviving the likeness of Steve Mcqueen to exemplify the newly solidified slogan. Tag Heuer saw this philosophy as a return to its origins, reconnecting with the brand’s foundational spirit. The slogan “Don’t crack under pressure” highlights the idea that success is driven as much by mental resilience as by physical ability, perfectly reflecting the bold and adventurous watches and chronographs of TAG Heuer.

With LVMH (its parent company) solidifying the F1 sponsorship rights this past year — this is yet another fitting gem of a brand slogan. It’s perfect for the company, its history in racing, and it’s supposed direction. Wearing a Tag won’t make you a racecar driver but it does say you are someone who has an adventurous spirit and pushes the boundaries of whatever world you occupy.

Audemars Piguet — To Break The Rules, You Must First Master Them

This is a bit of a tricky one because AP has so many motto’s, slogans and ad campaigns over the years. But from what I can best decipher “To break the rules, you must first master them,” is the official brand slogan. With “It takes more than money to wear a Royal Oak,” “Some things in life speak for themselves,” and the most recent “Seek beyond” ads making the rounds online, it’s sometimes hard to decipher between motto and just an ad run.

I have to admit I love “Seek beyond” as a slogan and according to the AP website — “Seek Beyond depicts an unleashed creativity driven by our unique mastery. A quest towards a dream where we act at every turn.” And I feel this fits where AP has gone to a degree. They definitely “seek beyond” with their Marvel collabs. But does AP embody the ethos of the adventurer, explorer, thrill seeker? I can’t in good conscience say that.

Then we have what is considered the official brand slogan, “To break the rules, you must first master them.” Officially adopted in 2012 truly echoes the public perception of the brand. Whether you like it or not, if it tickles your fancy, quenches your thirst, is entirely up to the individual, but AP has always broken the rules. It started with the Royal Oak, breaking many of the luxury watch conventions of the time with its octagonal bezel and original stainless steel construction. As part of the “Holy Trinity” (full transparency — this idea of the “Holy Trinity” is wildly outdated) it is safe to say AP has mastered watchmaking along every convention and now seeks to go “beyond” and “break the rules” which they helped create.

However, despite my penchant to say AP continuously breaks the conventional watch rules, if there is such a thing, I can’t. In 2024, other than the Code 11.59 every release from AP was a Royal Oak variation. Albeit — some drops like the ‘John Mayer’ were spectacular, but did they break the rules? Not really. However, here is hoping AP gets back to their motto and brings us something revelatory in the near future.

Cartier — Never Imitate, Always Innovate

As per most of horological history, there are conflicting reports as to what exactly is Cartier’s slogan/motto. From the best of what I have gathered, the players are “Les Must de Cartier,” “A tank, is a tank, is a tank,” and “The master of elegance.” However, it is “Never Imitate, Always Innovate” that most agree on as the official motto and slogan of Cartier, coined by Louis-Francois Cartier, founder of Cartier. Louis-Francois Cartier started his journey as an apprentice and rose to prominence when he took over his mentor Adolphe Picard’s small Paris shop in 1847. From those modest origins, sparing you the well documented history, Cartier grew into the global luxury brand we know today with nearly 300 boutiques worldwide.

Not to mention one of the hottest watch brands the past few years (especially their vintage pieces).

When Louis-Francois exactly said this, and in what context is unclear, but what we can say is that for the most part this motto was and is what Cartier stands for. They are one of the few watchmakers out there that I can honestly point to and say have never pulled designs from others. They truly do not imitate. Whether it was the release of the Tank, to the Santos, to the CPCP Monopusher (an all time favorite of mine) to the much celebrated and revered Crash, each model is entirely onto itself. Each unique, developed for specific reasons and mixes high horology with high fashion better than just about any brand out there.

That said, does Cartier continue to innovate? They unquestionably did throughout the 20th century but what have they released in the past 20 years that pushed watchmaking to a new plateau? To answer this you need to dig under the case back a little to find the innovative handiwork of Carole Forestier-Kasapi. Forestier-Kasapi became Head of Movement Creation for Cartier in the early 2000s. Prior to her influence, Cartier was renowned for its elegant designs but relied on movements from external manufacturers. With Forestier-Kasapi at the helm, Cartier began producing its own in-house movements, adding technical depth to its refined aesthetics. In 2008, Cartier unveiled its first collection featuring in-house movements, and over the next few years, more than 30 movements were developed, including the remarkable Astrotourbillon in 2010. In short — yes, Cartier has continued to innovate.

And true to their motto, they have a well documented history of ending up on the wrists of history makers, artists, scientists and innovators throughout history.

Vacheron Constantin — Do Better If Possible, And That is Always Possible

Another member of our hotly debated “Holy Trinity” with 266 of exquisite watchmaking under their belt, Vacheron Constantin is one of my all time favorite brands. Founded in 1755 they didn’t take on their motto/slogan until 1819. This is when ​​The partnership between Jacques Barthélémi Vacheron, grandson of the founder, and experienced businessman joined with François Constantin, giving the company the name by which we know it today — Vacheron et Constantin.

According to the VC website, “The two Genovese shared the same interest in sophisticated and complicated watches. François Constantin had a keen eye for business, opening a number of new markets during three decades of traveling for the company. On July 5, 1819 François Constantin wrote to his new partner, Jacques Barthélémi Vacheron from Turin. His letter contained the phrase that was to become the company’s motto: “Do better if possible and that is always possible.”

I love an origin story like this. It feels less like marketing jargon and more of an honest pitch. And in a very understated way, Vacheron has always attempted to do better along its timeline. And you need to look no further than the 2024 Les Cabinotiers “Berkeley” hypercomplication “pocket watch” covered in depth by Jack here.

The “Berkeley” is the definition of doing better, as well as doing more. It is simply put the most complicated watch in the world with 63 different complications housed in its massive 3.5in x 2in (yes we are using inches not mm) case. This watch, beat the previous record holder of “the most complicated watch,” the ref. 57260, also made by Vacheron. They quite truly did “better.”

F.P. Journe — Invenit et Fecit (Latin for “[He] invented it and made it”) 

Coined by the man, the myth, the living legend himself Francois-Paul Journe. This motto is a nod to the fact that all the watches and their components are made in-house. What I love about this slogan is that it visually appears on every watch F.P. Journe produces. Generally on the dial, but in some models tucked away on the caseback. Many of the other brand slogans aren’t found anywhere other than ad materials and website pages.

Due not only to its meaning, but the constant use and prominent placement of the motto, there is a certain level of bravado and a wink to the rest of the industry. It’s rare to find a company that doesn’t outsource at least some part of their watches, so to me, this is Journe taking a bit of a shot while humbly stating what he stands for. He was once quoted saying, “I do what I do, without compromise.”

There isn’t much else to honestly say that Journe hasn’t said himself or his watches say for themselves. Absolutely love this slogan and how they use it. There is a fine line between hubris and confidence and when you are widely considered the best at what you do, that line blurs, and that’s something I admire. I have a lot of respect for when the best say they are the best, subtly, of course.

Jaeger LeCoultre — The Watchmaker’s Watchmaker 

We have finally got to the king of all watch slogans and mottos. As far as I am aware it is an “unofficial slogan” but regardless, no brand lives and breathes their motto more than Jaeger-LeCoultre. They truly are The Watchmaker’s, Watchmaker, just ask our resident expert Tim Mosso, who may possibly be their “biggest fanboy.”

In nearly two centuries, the Manufacture has crafted over 1,400 distinct calibers—an extraordinary feat. With more than 430 patents, many of which have significantly influenced horological innovation, La Grande Maison has designed, manufactured, and assembled some of the most remarkable watch movements in the industry. These movements have not only powered its own iconic timepieces but have also been used by several of the most esteemed names in watchmaking. Their movements have been found in Audemars Piguet, Patek Philippe and Vacheron Conatantin, just to name a few.

To list out all of their technical innovations would fill an Infinite Jest sized anthology, but there is one movement that stands out in their history for me. The caliber 920 is a cornerstone movement. Wei Koh of Revolution once said the caliber 920 is “the most significant automatic, ultra-thin calibre ever created”

What many may not know is that this single movement is the foundation on which the entire modern watch collecting spectrum sits on. It is arguably the single reason AP made it out of the quartz crisis. Without the 920, two of the most iconic watches in history—the Audemars Piguet Royal Oak reference 5402ST from 1972 and the Patek Philippe Nautilus reference 3700/1A released in 1976—would not exist. Well at least not in their current form. These timepieces owe their signature balance of bold, oversized cases paired with remarkably slim profiles to this incredible ultra-thin movement, which made that unique combination possible.

I would be remiss to not point out that the 920 was also used in the Vacheron Constantin 222, which has seen a massive resurgence with its recent reissue. To boot, the caliber 920 was and still is (I believe) the thinnest automatic movement with a full rotor. When you create the movement that the entirety of the “Holy Trinity” not only used, but used in their most iconic and revelatory watches, you truly are the “watchmaker’s, watchmaker.”

If you are wearing a JLC you give off a certain heir of refinement. There is a subtle panache that comes with wearing a JLC — from their vintage Futurematics all the way to modern Reverso. You don’t just wear a JLC to tell the time. You wear it to tell the world that in a very subtle way, you are different from everyone else.