TAG Heuer officially rolled out its new Carrera – Heuer 01 collection at a New York City launch event on October 13 and also made an additional surprise announcement, introducing New England Patriots quarterback and four-time Superbowl champ Tom Brady as its newest brand ambassador.
The launch event, held at Spring Studio in TriBeCa, featured Jean-Claude Biver, TAG Heuer CEO and president of the LVMH Group Watch Division, calling the NFL star onstage for the announcement. Brady, who was wearing a brand-new TAG Heuer Carrera – Heuer 01 watch with a colorful strap, entertained the crown of media and retailer guests by throwing signed footballs to raise money for the charitable organization Best Buddies. Several lucky attendees who caught the footballs even walked away from the evening’s festivities with a special souvenir. Actress and model Molly Sims served as the event’s MC and DJ Eve provided the soundtrack with an original set.
According to Biver, the TAG Heuer Carrera – Heuer 01 timepiece, which was first revealed to the press at Baselworld 2015, is the first of an entirely new series that will define the brand’s look going forward. Its new Heuer 01 chronograph movement — housed inside a new, 12-part case and featuring a partly skeletonized construction— represents the evolution of TAG Heuer’s in-house Caliber 1887, with the chronograph controls and openworked date disk clearly visible on the watch’s dial side. The new-generation case, made from shock-resistant steel, allows for various combinations of materials, colors, treatments and finishes. (For more on the TAG Heuer Carrera – Heuer 01, click here to read our report from Baselworld.) Brady will appear in a new ad campaign for the Carrera – Heuer 01, which was also unveiled at the event.
“We are thrilled to have Tom Brady as a representative of TAG Heuer and are looking forward to taking part in the beloved tradition of American football,” said Biver. Referencing the brand’s #DontCrackUnderPressure social media campaign, he added, “Tom embodies the principles of perseverance, strength, and… an unwavering commitment to excellence in the face of pressure.”
Brady, who had previously served as a brand ambassador for Movado, revealed, “The first nice watch I purchased was a TAG. So it looks like I’ve now come full circle with this admired company.”