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TAG Heuer Announces Tom Brady As The New Brand Ambassador And Launches The New Carrera – Heuer 01

NEW YORK, Oct. 14, 2015 /PRNewswire/ — TAG Heuer is proud to announce that Tom Brady, star quarterback of the New England Patriots, and four time Super Bowl champion, is now part of the brand’s family.

TAG Heuer and Tom Brady celebrated the announcement in New York City on Tuesday night at the launch event for the Carrera – Heuer 01. Jean-Claude Biver, President of the LVMH Group Watch Division and CEO of TAG Heuer, called the night’s special guest onstage and surprised attendees by officially introducing Brady as a TAG Heuer ambassador.


Brady presented the new Carrera – Heuer 01, a timepiece that honors the brand’s heritage and symbolizes the evolution of the Calibre 1887. The Carrera – Heuer 01 is the first of a new collection that will feature a new case, construction, design and calibre. The dial side reveals the chronograph controls and an openwork date disc while the case-back includes a red column wheel, and a skeleton chronograph bridge. The piece also features a new generation TAG Heuer case, made from steel for greater shock resistance. The construction has progressed from the traditionally used single piece to a modular with twelve different components, allowing for an infinite combination of materials, colors, treatments and finishes. The look is finished with a black perforated rubber strap.


Mr. Biver and Brady were joined by actress Molly Sims, who served as the MC for the night, as well as DJ Eve, whose original set further added to the party atmosphere. Guests had the pleasure of watching Brady throw signed footballs to raise money for Best Buddies, a charitable organization that offers the opportunity for people with intellectual and developmental disabilities to develop social, leadership and employment skills for greater participation in the community. Several guests were lucky enough to catch the signed footballs that Brady threw into the crowd and took home a special souvenir from the night.

Jean-Claude Biver, President of the LVMH Group Watch Division and CEO of TAG Heuer, stated: “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. Tom embodies the principals of perseverance, strength, and illustrates an unwavering commitment to excellence in the face of pressure. He personifies the #Don’tCrackUnderPressure mindset.”

Tom Brady, quarterback for the New England Patriots, declared: “I am thrilled to be part of the TAG ambassador team. I have always admired the craftsmanship of a luxury timepiece and the new Carrera 1 is no exception. The first nice watch I purchased was a TAG. So, it looks like I’ve now come full circle with this admired company”.


About Tom Brady: Tom Brady has been a member of the New England Patriots since 1999. He has led the team to four Super Bowl victories and was named the MVP of those games three times. Brady holds the highest record of any NFL quarterback in the Super Bowl Era, overall record of 183-55 (.769) in regular-season and playoff games.

Brady is the all-time leader in Super Bowl passing yards (1,605), touchdown passes (13) and starts (6). Brady is 21-8 (.724) in the playoffs, the most playoff wins in NFL history. He holds all-time postseason records for starts by a quarterback (29), wins (21), passing yards (7,345), completions (683), touchdowns (53) and multi-TD passing games (16). Brady holds all-time Super Bowl records for starts (6), passing yards (1,605), completions (164) and touchdowns (13). Brady also holds single-game Super Bowl records for first-half completions (20) and total completions (37).

About TAG Heuer: the Swiss Avant-Garde watchmaker since 1860. Avant-garde is in our culture and philosophy. Our unique heritage is built on pushing boundaries and breaking rules: harnessing mental fortitude to overcome technology restraints and create daring watches with real racing spirit and a performance touch. The brand has marked the history of watchmaking, especially in the field of luxury chronographs with an unequalled mechanical accuracy.

The 2015 models reveal a new dynamic in terms of both the fast lead times and a completely transformed environment. TAG Heuer is currently one of the world’s rare watch brands to be able to communicate in the four different worlds: Art, Lifestyle, Sport and Heritage. Our ambassadors, the F1 McLaren Team, tennis superstar Maria Sharapova, living football legend Cristiano Ronaldo, it-girl Cara Delevingne, electronic music icon David Guetta…, they all reflect common core values of mental strength, disruptive attitude and ambition. Our slogan #DontCrackUnderPressure is far more than a claim – it is a mindset.