Tag Heuer names Ryan Gosling as new brand ambassador

By

Sandra Halliday

Published
Oct 7, 2021

Tag Heuer has unveiled its latest brand ambassador with actor Ryan Gosling stepping up in a world first for him.

The Swiss luxury brand was clearly drawn in by his versatility and the fact that he “defies easy categorisation”. It said the attributes his roles have in common are “a willingness to be fearless, to constantly challenge himself and push what’s possible”. 

And it added that the company sees him as “the heir apparent to the legendary Steve McQueen, two men for whom style and substance are one and the same, to drive the brand forward”, while Gosling also represents “a new breed of masculinity that’s both sensitive and low-key, a confidence that is by definition effortless, much like the brand itself”.

The first fruits of the link-up can be seen in the new campaign that was shot by award-winning photographer Pari Dukovic (“handpicked by Gosling”, we’re told). The company said it’s “a campaign of vibrant visuals, inspired by Gosling’s own desire to shoot a campaign unlike any other, and one that marks yet another daring departure for the star”.

The imagery is certainly quite different from the familiar glossy lifestyle shots we so often see used by luxury watch brands.