Swiss watchmaker TAG Heuer has announced new additions to its league of ambassadors, which already include the likes of Cara Delevingne, Bella Hadid and Chris Hemsworth. In the realm of sports, the brand continues to tap into emerging talents and has turned to the world of tennis to select three rising stars: Félix Auger-Aliassime (19 years old), Alex de Minaur (20 years old) and Frances Tiafoe (21 years old) as their new ambassadors.
The bright, young tennis trio join another young talent, Canadian tennis player Denis Shapovalov (20 years old), who has represented the luxury brand since 2017, when he shot to fame beating tennis legend Rafael Nadal at the Coupe Rogers in Montreal. The four tennis stars feature in the new Break Tennis campaign, which sees them all in action: moving forward with determination and precision in order to make history and, therefore, break records. The brand also continues with its #DontCrackUnderPressure hashtag — a signature slogan from the brand.
By enlisting this new generation of athletes, TAG Heuer not only draws awareness to their skills while marking them as the players to watch, but it also helps to capture a younger audience’s attention. Off the court, the talented foursome will also be wearing TAG Heuer timepieces which include the Carrera Calibre 16 Day-Date, the Aquaracer Calibre 5, Acquaracer quartz and the Connected Modular (see below, left to right).
In a statement issued by TAG Heuer, fourth-best American and highest-ranking American tennis player in his age group Tiafoe said, “I love the fact that TAG Heuer is taking on so many young players and that it wants to build something bigger with us. I look forward to building something unbelievable together.”
TAG Heuer has also partnered with the Italian Tennis Federation to become the official watch provider and official timekeeper of the Next Gen ATP Finals, an event showcasing the future stars of the ATP World Tour at the end of the season.