Ryan Gosling has become a TAG Heuer ambassador, his first-ever brand partnership



Ryan Gosling becomes new TAG Heuer ambassador.

Hollywood superstar Ryan Gosling has taken up the mantle as the latest TAG Heuer brand ambassador, coinciding with the launch of the new TAG Heuer Carrera Three Hands Collection.

@ TAG Heuer

The Oscar-nominated actor and the Swiss watchmaker are a perfect match, sharing a passion for challenges, effortless style, elegance, a commitment to excellence and a drive to excel.

“This partnership is an obvious choice given the many attributes shared by TAG Heuer and Ryan Gosling. Bold determination and fearlessness, both values championed by the brand, perfectly characterize an actor unafraid to embrace radically different roles, including performing his own stunts. Ryan Gosling also represents something equally essential in the eyes of the Swiss watchmaker, a new breed of masculinity that’s both sensitive and low-key, marked by effortless confidence.” – TAG Heuer.

@ TAG Heuer

The actor is enthusiastic about joining the family of TAG Heuer ambassadors:

“TAG Heuer has quietly and consistently been a classic and iconic pillar of excellence in its field for over a hundred and sixty years. Partnering with them was an easy decision and time, in general, is just something I think a lot about now. My kids are growing up fast so I keep an eye on the clock in a way I never used to.”

His natural curiosity and commitment to excellence led to active involvement in the campaign. Ryan Gosling handpicked photographer Pari Dukovic, collaborating with him in every step of the creative process. The result is a campaign with remarkably vibrant visuals.

Talking about their work, the photographer commented:

“Ryan said he wanted to do something completely different. Color has emotion and it’s completely unexpected. In creating these portraits it was about creating something timeless and timely at the same time. TAG Heuer’s watches have a timeless quality to them and that’s exactly what we wanted to do with the campaign.”

For this new partnership with the star of the film Drive, the Swiss watchmaker is featuring the TAG Heuer Carrera Three Hands watch, a sporty and elegant model that showcases the brand’s motor racing heritage. When Jack Heuer, CEO and great grandson of the founder introduced the model in 1963, he wanted to create an ideal watch for race drivers who needed to tell the time at a glance. The new collection of 13 pieces reinterprets the horological icon in four versions: the TAG Heuer Carrera Day Date 41 mm, the TAG Heuer Carrera Twin-Time Date 14 mm, the TAG Heuer Carrera Date 39 mm and the TAG Heuer Carrera Date 29 mm. A special edition that captures the celebrated TAG Heuer motto: “Don’t Crack Under Pressure”.

TAG Heuer Carrera Three Hands watch; @ TAG Heuer

TAG Heuer reimagines legendary “Dark Lord” for Only Watch

TAG Heuer has reimagined the legendary “Dark Lord” watch for the Only Watch charity auction set for November 6 at the Centre de Congrès in Geneva, Switzerland.

For the ninth edition of Only Watch, TAG Heuer channels the spirit of the ultra-rare TAG Heuer Monaco “Dark Lord” with a one-off carbon-cased version of its inimitable square-cased chronograph. Founded by Luc Pettavino, President of the Association Monégasque contre les Myopathies, Only Watch is a biennial charity watch auction for which the world’s leading watchmakers donate spectacular one-off timepieces. Under the high patronage of H.S.H. Prince Albert II of Monaco, the event raises funds to support research into Duchenne muscular dystrophy. A full 99% of proceeds go directly to these projects.

Frédéric Arnault, TAG Heuer Chief Executive Officer, is enthusiastic about the Maison’s participation: “We wanted to support this magnificent initiative with a unique, memorable watch that celebrated a legend from our past, but that also showcased our passion for fine watchmaking, innovation, aesthetics and avant-garde design,” he commented. “The TAG Heuer Only Watch Carbon Monaco is that watch,” he added.

The watch is a concentrate of exceptional watchmaking expertise and state-of-the-art innovations. The case echoes the mythic Heuer Monaco 74033N, known as the “Dark Lord”. Forged in black carbon fiber, the unique case carries the largest sapphire crystal caseback ever applied to a Monaco.

The skeletonized dial is worked from a single piece of carbon fiber. The structural shapes stretch across the entire face of the watch like struts on a racing car, a reference to TAG Heuer’s prominent role in motor sport. Each of the dial’s intricate skeletonized facets has been finished by hand using the fine-watchmaking technique of anglage, giving the dial its depth and multidimensional look.

The watch also contains an exclusively created version of the Heuer 02 movement, which carries the groundbreaking carbon hairspring –developed in-house by the TAG Heuer Institute – plus a unique oscillating weight in the form of the TAG Heuer shield, decorated with a fine line in the gradient orange-to-yellow color of the Only Watch 2021. The seamless transition from orange to yellow was hand-painted by master dial artist and micro-painter André Martinez.

The spellbinding watch has a strap that looks like a metal bracelet but which is in fact made of leather. The link effect results from a complex technique combining silicon, leather and metal. TAG Heuer has never used this technique on a watch strap before.

@ TAG Heuer