Mumbai, Jun 30 (IANS): Superstar Shah Rukh Khan has said that most people succeed in their times, but very few people succeed in changing their times.

The brand ambassador of luxury watch brand TAG Heuer arrived in a stylish red car at the iconic Mehboob Studios here on Monday night for a ceremony to celebrate the brand's new "Don't Crack Under Pressure" campaign.

"The almost 12 years old association with the brand has been fantastic. It's been like family with them. The tagline is not just to sound cool but I'm also impressed with the ideology: most people succeed in their times but very few people succeed in changing their times," Shah Rukh said.

Speaking about the brand's new campaign, the company's general manager Amit Chaloo said: "There is no better way to showcase this belief than with our brand ambassador Shah Rukh Khan, who exemplifies this mindset even more."

TAG Heuer is a Swiss manufacturing company that designs, manufactures and markets watches and fashion accessories. Along with Shah Rukh other famous personalities associated with the brand include Cristiano Ronaldo, Maria Sharapova, David Guetta and Jenson Button.