New ambassador

Ryan Gosling drive(s) for TAG Heuer

Having never engaged in a partnership before, Canadian actor Ryan Gosling is now Tag Heuer new ambassador. In order to announce the collaboration, the watchmaking Maison has unveiled thirteen new versions of the Carrera Three-Hand. Clever marketing coup and excellent choice of ambassador, the Chaux-de-Fonds manufacture is writing a new chapter of its history.

By Chloé Redler
TAG Heuer Carrera Day Date 41 mm.
L'acteur Ryan Gosling, nouvel ambassadeur TAG Heuer
The Swiss watchmaker TAG Heuer has announced Ryan Gosling as the new brand’s ambassador. His first-ever brand partnership! 

Ryan Gosling, worthy successor of Steve McQueen

Tag Heuer has important ties with the motor racing world but also with the cinema universe. Indeed, its Monaco watch was made iconic after Steve McQueen wore it in Le Mans in 1971. Therefore, it made sense to have a partnership with Ryan Gosling, who is also a motor racing enthusiast who loves stunts (which he sometimes performs himself).

Ryan Gosling dans Drive
Ryan Gosling plays a taciturn driver in the movie Drive released in 2011.

His performance in the movie Drive released in 2011 as a dark and silent driver echoes the new Carrera Three-Hand ad campaign. CEO of Tag Heuer Frédéric Arnault explains: “The movie Drive represents the strongest link with who we are today, and we are excited about the creative projects we have together.” Which is confirmed by Ryan Gosling who said that “partnering with them was an easy decision”.

Ryan Gosling, a committed ambassador

Ryan Gosling dans la nouvelle campagne publicitaire de TAG Heuer
“Heir apparent to the legendary Steve McQueen”, Ryan Gosling is also passionate by adrenaline and automobiles races just like the late actor.

Committed and dedicated, the Canadian actor handpicked the award-winning photograph Pari Dukovic for his first Tag Heuer ad campaign photoshoot. The unique and atypical atmosphere of Drive is recreated in these portraits. But not only that! Displaying a colour gradient from blue to violet to red, Pari Dukovic artistic touch is visible through the warm and cold (sometimes electric) shades of the portraits.  

Ryan Gosling pour la nouvelle campagne de TAG Heuer
For his first Tag Heuer photoshoot, the actor handpicked the photograph Pari Dukovic and followed every step of the creative process.

New ambassador for a new watch

The TAG Heuer Carrera Three-Hand Collection marks the beginning of a partnership between Ryan Gosling and the watchmaking manufacture. The actor is particularly fond of its sporty, elegant and timeless design.

“I appreciate its timeless design. I like clean and simple design generally. Growing up, we lived on a pretty tight budget. I gravitated towards things that were simple and timeless so I didn’t have to think about keeping up with trends.” Ryan Gosling

Since its creation in 1963, the TAG Heuer Carrera is one of the greatest watchmakers success. Inspired by the automotive world, the new generation of the iconic Carrera Three-Hand displays an elegant sporty look.

La nouvelle collection TAG Heuer Carrera Trois Aiguilles
The TAG Heuer Carrera Three-Hand Collection marks the beginning of a partnership between Ryan Gosling and the watchmaking manufacture.

One watch, thirteen versions

Les quatre versions de la TAG Heuer Carrera Day Date 41 mm
The four versions of the 41mm Carrera Day bear a double aperture at 3 o’clock displaying day and date.

The collection features thirteen models in four versions: 41mm TAG Heuer Carrera Day Date, the 41mm TAG Heuer Carrera Twin-Time, the 39mm TAG Heuer Carrera Date and the 29mm TAG Heuer Carrera Date. True to the aesthetic features of the Tag Heuer Carrera 02 chronographs released in 2020, the whole set is powered by an automatic calibre and comes with a stainless steel case.

La TAG Heuer Carrera Twin-Time Date 41 mm
The elegant and sporty design of the 41mm Carrera Twin-Time Date is accentuated by the refined bicolored (silver and blue) outer flange that indicates day and night.

The timepieces also come with a bracelet of the same material (except the leather version) with H-shaped links and brushed sunray dials. Deep blue, intense black, silver or mother-of-pearl, they are easy to read just like Jack Heuer wanted on the original model. Legend has it that in 1958 during a car race, he fell from first to third place because he couldn’t read correctly the chronometer on the dashboard. From then on, he focused on this flaw in order to create very readable watches.

Les quatre versions de la Tag Heuer Carrera Date 39 mm
Powered by the automatic Calibre 5 movement, the 39mm Carrera Date models are available with a stainless steel bracelet with H-shaped links. 

The new Carrera watches are indeed fitted with bigger hands to help reading time and thin markers to eliminate anything that could be useless on the dial. Tag Heuer also added the date at 6 o’clock on the 41mm Carrera Day Date and at 3 o’clock on the 39mm Carrera Date. The 41 mm Carrera Twin-Time Date bears a GMT hand points with a 24-hour scale and a bicolored (silver and blue) outer flange that indicates day and night. Feminine wrists also have their own models: four 29mm versions, two of which have delicate diamond markers on the dial.

Les quatre versions de la Tag Heuer Carrera Date 29 mm
Stunning mother-of-pearl dial and diamonds markers, the 29mm Tag Heuer Carrera Date was designed for feminine wrists.

Read our technical data sheets on the new TAG Heuer Carrera Day Date 41 mm, TAG Heuer Carrera Twin-Time 41 mm, TAG Heuer Carrera Date 39 mm and TAG Heuer Carrera Date 29 mm.

Starting price at €2,200 – www.tagheuer.com