Timing is everything. And no one knows this better than Swiss masters of horology, TAG Heuer. Timing is at the very heart of their business, so it comes as no surprise that today marks the announcement of an exciting new partnership between the luxury watchmaker and Hollywood actor Ryan Gosling.
Currently experiencing a resurgence in popularity – a Ryanaissance if you will – the campaign is an exciting turn for the enigmatic actor. A master of reinvention, Gosling is notorious for taking risks in his roles, often to the delight of audiences. From a musical turn in La La Land, to moody and broody in The Place Beyond The Pines, Gosling’s performances are forever fearless, iconic and ground-breaking, attributes shared by his new global partner TAG Heuer. He’s the consummate modern man, sensitive, confident and effortlessly masculine.
The partnership – sure to be an enduring one based on initial industry excitement and buzz – is the first of its kind for Gosling, who has yet to put his name to any other brand. Clearly impressed with TAG Heuer’s values and commitment to excellence and quality, Gosling joins a prestigious line of TAG Heuer ambassadors and partnerships, including Red Bull Racing Driver Max Verstappen, tennis pro Naomi Oaska and pro golfer Tommy Fleetwood.
“We are thrilled to announce Ryan Gosling as TAG Heuer global ambassador,” said TAG Heuer CEO Frédéric Arnault in a statement surrounding the launch. “A star since his early days, he has grown to become an icon – one both enigmatic and inscrutable. He is a true artist who chooses his projects with utmost care and dedicates himself to them like no other, not only shaping his character but the entire creative direction. The movie Drive represents the strongest link with who we are today, and we are excited about the creative projects we have together,”
Having just recently entered his 40s, coupled with the events of the past year, Gosling was clearly struck by a feeling of nostalgia when ruminating on the impetus for the partnership. “Partnering with [TAG Heuer] was an easy decision and time, in general, is just something I think a lot about now,” said Gosling on the eve of the announcement. “My kids are growing up fast so I keep an eye on the clock in a way I never used to.”
Aesthetically, the campaign nods to Gosling’s turn as K in 2017’s cult hit Blade Runner 2049 whilst TAG Heuer insiders insist on nods to style icon Steve McQueen. Either way, the images, taken by award-winning photographer Pari Dukovic, present an iconic launch for both TAG Heuer and Gosling, with an equally striking new timepiece to match. Not that Gosling minds sharing the limelight with his co-star, the new TAG Heuer Carrer Three Hands.
The TAG Heuer Carrera Three Hands stays true to the brands motor racing heritage, complete with unparalleled legibility thanks to its clean lines, elegant design and beautifully austere face.
“I appreciate its timeless design,” said Gosling of the collection. “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.”
The new collection of 13 pieces reinterprets and reimagines 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.
Simply put, the collection presents piercing modernity alongside a sporty refinement. Yes. The Gosling of the watch world.
The TAG Heuer Carrera Three Hands collection available in TAG Heuer Boutiques and TAGHeuer.com.