Style / World of Watches (WOW)

TAG Heuer Welcomes Two New Brand Ambassadors: Tommy Fleetwood & Naomi Osaka

TAG Heuer’s new brand ambassadors are representative of a new generation of fearless and bold individuals that ‘Don’t crack under pressure’.

Jan 21, 2021 | By Joseph Low

TAG Heuer welcomes its two new ambassadors, British professional golfer Tommy Fleetwood and tennis superstar Naomi Osaka, who will be joining the league of international stars such as Chris Hemsworth and Patrick Dempsey. The two celebrated athletes are chosen because the qualities they have shown throughout their sporting careers embody the motto of the Swiss luxury watch brand: “Don’t crack under pressure”. 

Tommy Fleetwood 

Tommy Fleetwood, 29, has achieved multiple accolades throughout his golfing career since winning his first European Tour title in 2013 at the Johnnie Walker Championship at Gleneagles. Subsequently, he went on to become a five-time European Tour winner as well as a member of the victorious 2018 European Ryder Cup Team. In recognition of his impressive performance on the golf course, he was also awarded the Seve Ballesteros Award (formerly the Players’ Player of the Year award). With a wealth of experience under his belt, Fleetwood now lends his professional expertise to the TAG Heuer Connected’s team after being chosen to represent the TAG Heuer Connected watch. He will work hand-in-hand with the software engineers to further develop the TAG Heuer Golf app which has since been downloaded and used by more than 200,000 active users. 

“I’m thrilled to be joining the TAG Heuer Family and very proud to have been chosen as the ambassador of the TAG Heuer Connected watch and golf app. This timepiece is both technologically impressive with its advanced easy-to-use features and a true style statement that will stand out on and off the course.” —Tommy Fleetwood

The unique features of the TAG Heuer Golf app such as 3D mapping, shot tracking and many others will allow users to make informed decisions with a glance at the smartwatch’s touchscreen display. Guesswork can be greatly reduced due to better on-course intelligence, making the app one of the most sought after when it is optimised with the TAG Heuer Connected Golf edition smartwatch. “With its ability to enhance any player’s game, the TAG Heuer Connected Golf Edition has already established itself as a game changer in the golfing community and beyond,” says Frédéric Arnault, CEO of TAG Heuer.

This partnership does not come as a surprise because there is a close relationship between watchmaking and golf. Both fields require precision, whether is it on the golf course where one is required to be mindful of the smallest of adjustments as it will affect the direction of the golf ball or in the making of a watch where the slightest error can make a watch go haywire. Hence, it is only natural that TAG Heuer chose Tommy Fleetwood as he is perfect embodiment this paramount quality.

Naomi Osaka

Only a week has passed since the announcement of Naomi Osaka’s appointment as Louis Vuitton’s latest brand ambassador; she can now add TAG Heuer into her already impressive resume. The 23-year-old Japanese professional tennis player not only excels in her sporting career — having won three Grand Slam titles — she’s also a strong advocate for social justice. Using her influence and personal style, she brought attention to the ongoing Black Lives Matter movement by donning masks with the name of a Black person who was unjustly killed.

“The brand recognizes in Osaka a bold expression of its founding values – passion for action, high performance, mental strength and avant-garde – and sees her as a natural and authentic fit for the company. It is difficult to imagine a better embodiment of TAG Heuer’s “Don’t crack under pressure” motto.” says TAG Heuer in a press statement.

In receiving the honour to be chosen as the brand ambassador, Osaka says: “I’m excited and honoured to join TAG Heuer as brand ambassador. It’s a partnership and friendship that exemplifies our shared mindset and values. The brand’s trailblazing approach with their ‘Don’t crack under pressure’ motto speaks to the way I live my life both on and off the court.”

Together both individuals represent a new generation that is fearless and bold, determined to build a better world.

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