Cristiano Ronaldo, the New Face of TAG Heuer

With this, the Portugal team captain for the upcoming World Cup joins an illustrious roster of TAG Heuer celebrities.

Jimmy Jacob        Print Edition: May 11, 2014

Ever wonder how a single moment in time can change the fate of a football match? Or how every eye finds itself watching the clock in the final stages of a nail-biting Arsenal vs Manchester City contest?      

Believe us, time is an integral part of any such event, and it's probably this very concept that made TAG Heuer, the world leader in high-end chronographs, choose world champion Cristiano Ronaldo as a long-term brand ambassador.

With this, the Portugal team captain for the upcoming World Cup joins an illustrious roster of TAG Heuer celebrities, which includes film actors Cameron Diaz, Leonardo DiCaprio and Shah Rukh Khan, WTA tennis champion Maria Sharapova, Formula One World Champion Jenson Button, and World Rally Champion Sebastien Ogier.

"TAG Heuer is by far the best at what it does, and it's been doing it for more than 150 years," says Cristiano Ronaldo, "No other luxury brand has such strong ties to the highest levels of sports. It is incredibly glamorous yet also so unconventional, and we share exactly the same determination - to totally change the game, push the limits and make our own rules. It is a great honor to be a part of such a powerful and pioneering legacy."

TAG Heuer CEO Stephane Linder says that the admiration between the watch brand and the star footballer is mutual. "Every TAG Heuer creation celebrates intense life in the contemporary arena, and no individual represents this more powerfully than Cristiano. Like TAG Heuer, Cristiano demands perfection and pushes himself harder than anyone in his domain. This is the first time we enter the world of football, and it's a perfect fit to do that with Cristiano, opening a new trend and a new way to engage with our fans. Sports is part of our tradition because we share the same values: self motivation and discipline, pushing one's limit, never giving up."

Indeed, Ronaldo has travelled a long way to achieve sportsman stardom, and consequently, don the mantle of the TAG Heuer ambassador. Born in the island of Madeira in 1985, Cristiano Ronaldo dos Santos Aveiro (named Cristiano Ronaldo or CR7) first played professionally in Portugal before joining Manchester United in 2003, where he scored more than 100 goals in six years. He became the most expensive footballer in history when he moved to the prestigious club of Real Madrid in 2009. Portugal's top goal scorer of all time and the first top European league player to reach 40 goals in a single season in two consecutive years, he scored an astonishing 69 goals in 59 appearances in 2013, and was thus awarded his second Ballon d'or in January 2014. All this, as can be deduced, takes a lot of discipline - a quality that's synonymous with timepieces from TAG Heuer.
Past brand ambassadors of the watch brand have included actors Brad Pitt and Uma Thurman, golfing great Tiger Woods, and the most legendary names in the history of Formula One - from Ayrton Senna (may God bless his departed soul) to Kimi Raikkonen, Fernando Alonso, Sebastian Vettel and Lewis Hamilton.


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