Ryan Gosling has become a TAG Heuer ambassador, his first-ever brand partnership. 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.
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 41 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”.