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HELP! What is this advertising telling me?

Please help. A few weeks ago I was in Aruba (thanks M.D.) and saw this advertising in the lobby of the hotel. Please let me start by saying I don’t own a TAGHeuer or have anything against the company. In fact, a few of my friends have a watch and love it. I also don’t have any idea who the advertising agency is who developed the ads.

I looked at this advertising and wasn’t sure what they were saying?

#DontCrackUnderPressure

Were they saying:

  • You can take me diving and I can handle the pressure at 200 feet?
  • You can climb Mount Everest and the watch will keep ticking?

Also what does the lion tattoo on the finger represent?

  • Are they saying you can get in a fight and the watch won’t break?

Please look at the picture and let me know your thoughts. I am sure it means something and I am just missing the point.

Thanks in advance for your help.

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