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TAG Heuer signs up Brad Pitt, Uma Thurman, Juan Pablo Montoya as global ambassadors

14-January-2005
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TAG Heuer signs up Brad Pitt, Uma Thurman, Juan Pablo Montoya as global ambassadors

Hardly a month after the announcement of sparkling new tennis star Maria Sharapova as a TAG Heuer global ambassador, the watch major announced today that Hollywood superstars Brad Pitt and Uma Thurman (Brad Pitt will endorse TAG Heuer worldwide except in the USA and Canada) will be joining its prestigious roster of Brand Ambassadors, together with the legendary McLaren-Mercedes Formula 1 driver Juan Pablo Montoya.

Together with long-term ambassadors Tiger Woods and Kimi Raïkkönen, this announcement brings the most extraordinary team of ambassadors ever gathered by a luxury brand for conveying its image and inspiring its product development. Like Tiger Woods and Kimi Raïkkönen, Uma Thurman, Brad Pitt and Juan Pablo Montoya will actively participate in TAG Heuer communication and provide valuable inputs in the design of TAG Heuer products.

The ambassadors will be featured in the new 2005 “What are you made of?” campaign, shot by top fashion photographer Patrick Demarchelier.

However, an official communiqué quoted Jean-Christophe Babin, President and CEO of TAG Heuer, as saying, "Brad Pitt and Uma Thurman are consistent with our rich history of cinematic glamour, the roots of which go back to Steve McQueen, the brand's long-time ambassador of the iconic Monaco chronograph.” Steve McQueen first wore the famous blue squared-off chronograph in the 1970 hit, Le Mans.

“We welcome the entry of Brand Pitt to the TAG Heuer family. Brad Pitt’s appointment as TAG Heuer’s international brand ambassador will go a long way in strengthening the brand’s association with glamour and lifestyle, in addition to the already established strong association with sports, thereby achieving a perfect blend of glamorous living with a sporting attitude,” said Manishi M Sanwal, Brand Manager for TAG Heuer in India.

TAG Heuer timepieces have always been highly coveted by movie actors and art directors. Among the many stars who have worn TAG Heuer watches and chronographs on-screen are Hollywood greats Charlton Heston and Jack Lemmon. TAG Heuer has also starred on the wrists of Burt Reynolds and Bo Derek. Today, TAG Heuer's collaborative efforts in Hollywood have given the brand more big-screen presence than ever, with major visibility in 2004 hits like The Bourne Supremacy, Collateral, and Closer. Behind the camera, TAG Heuer developed the celebrated “TV Film-Master” stopwatch in the 1960s, allowing celebrated Hollywood directors to measure the consumed footage of their film sequences, both in 35 mm sound film and 16 mm still film.

“TAG Heuer is far more than a brand that creates and manufactures sporty luxury timepieces. It is a cutting-edge brand that has a formidable history of excellence, precision, prestige and performance. TAG Heuer has always used sport and arts as a source of inspiration, a driving philosophy and attitude on how to tackle life proactively and creatively. The result is the brand’s outstanding line of superior quality timepieces.

All these values mirror TAG Heuer’s values, evolved from 145 years of watchmaking history and perfectly encapsulated in the new “What are you made of ?” campaign orchestrated by Patrick Demarchelier.

In addition to the global ambassadors announced today, TAG Heuer will partner with other major movie and sport stars on a local and regional basis in the coming year. These include Chinese NBA Houston Rockets player Yao Ming, Bollywood superstars Shah Rukh Khan and Sushmita Sen, Nascar idol Jeff Gordon, Indy Racing League 2003 champion Scott Dixon, Champ Car 2004 World Champion Sébastien Bourdais, Euro-PGA Golf star Ian Poulter, world free diving record-holder Tanya Streeter, and Japanese top fashion model Ai Tominaga.

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