News After Brad Pitt, whose contract came to an end last December, Leonardo DiCaprio is the new ambassador of TAG Heuer. The American actor has signed a three year partnership with the watch manufacturer based in La Chaux-de-Fonds, in particular to promote the Carrera watch line.
The amount of the contract is "several million dollars", according to the CEO of TAG Heuer Jean-Christophe Babin. The partnership has an ethical aim and is not purely commercial: the actor and watch manufacturer have agreed to lend financial support to organisations involved in environmental protection. Jean-Christophe Babin made clear that even before signing the contract, the actor wanted to be sure that "the factory in Switzerland" complied with the latest environmental standards.
As opposed to the partnership with Brad Pitt, TAG Heuer will also be able to "use" its new ambassador on the North American market. This was "crucial", notes Jean-Christophe Babin, "in the light of the current economic situation". The United States are in fact one of the firm’s main markets.
Leonardo DiCaprio will be appearing in the TAG Heuer advertising campaign from this spring. The latter will feature fewer ambassadors than in 2008, and only one woman, Maria Sharapova, mainly because the company will be focusing more on men’s products. However between now and 2011, Jean-Christophe Babin has every intention of finding a second female ambassador for the firm. (L'Impartial)
January 30, 2009
