One of Hollywood’s most versatile leading men, Ryan Gosling has always dared to be different, much like Tag Heuer
October 13, 2021: In a world-first for the iconic star, Swiss luxury watch brand Tag Heuer has announced the signing of Ryan Gosling as its brand ambassador.
An actor who defies easy categorisation, having played a brooding wheelman in Drive to his all-singing, all-dancing Oscar-nominated performance; Mr. Gosling picks roles sharing his attributes: a willingness to be fearless, push what’s possible and to constantly challenge himself.
Therefore, there was no better choice for the ambassador of Tag Heuer, where passion, effortless style and commitment to excellence are as pivotal to the man as they are to the brand. Mr. Gosling is seen as the heir apparent to the legendary Steve McQueen, two men for whom style and substance are one and the same, making him the perfect choice to drive the brand forward. But he also represents something else - a new breed of masculinity, sensitive and low-key at the same time, a confidence that is by definition effortless, much like the brand itself.
Handpicking the award-winning photographer Pari Dukovic and collaborating with him in every step of the way, Mr. Gosling’s commitment to excellence has even extended to his very first Tag Heuer ad campaign photoshoot. And the result of this is a campaign of variant visuals, which has been inspired by Mr. Gosling’s own desire to shoot a campaign unlike any other, and one that marks yet another daring departure for the star.
The photographer, Mr. Dukovic talked about the collaboration, mentioning that Mr. Gosling said he wanted to do something completely different; colour has emotion and it is completely unexpected. In creating these portraits, it has been about creating something timeless and timely at the same time, owing to the timeless quality of Tag Heuer’s watches and that is what they wanted to do with the campaign.
Starting Ryan Gosling’s partnership with the brand is a new generation of Tag Heuer’s timeless sporty and elegant three-hand watch - the TAG Heuer Carrera Three Hands.
These watches represent a showcase for the motor racing heritage of the brand, where fearlessness and elegance go hand in hand. As a committed motoring enthusiast, only few would appreciate the obsession with readability more and the dedication to clean lines, with the collection representing the company’s purest and most elegant watch in the portfolio of TAG Heuer.
Appreciating the timeless design, Mr. Gosling spoke about how he likes clean and simple design generally. Looking back, he spoke about how he lived on a pretty tight budget and gravitated towards things that were simple and timeless so he didn’t have to think about keeping up with trends.
This new collection has 13 pieces, which reinterpret and reimagine the horological icon in four versions: the Tag Heuer Carrera Day Date 41 mm, the Tag Heuer Carrera Twin-Date 41 mm, the Tag Heuer Carrera Date 39 mm and the Tag Heuer Carrera Date 29mm.