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TAG Heuer picked Leonardo DiCaprio as the new face of the Carrera wrist watch, adding him to its star-spangled team of company ambassadors. As for the Tag Heuer Monaco timepiece, it will still be associated with Steve McQueen.
After cooperating with Uma Thurman and Brad Pitt, Tag Heuer set its choice on Leonardo DiCaprio. The American actor has entered into a three year partnership with the leading watchmaker in the sphere of sports watches. Beginning from the spring 2009, he will appear in the new advertising campaign.
While the majority of watchmaking companies make ready for lean times by cutting their costs, the Tag Heuer, making part of the group LVMH, does the opposite by entering into a contract with one of the most high-priced actors in the film industry.In the midst of global crisis, while many watch manufacturers try to be less wasteful, Tag Heuer doesn’t seem to notice it and starts partnering with one of the most popular actors in the film industry.
Some History
After the TAG group (Techniques d’Avant-Garde), which was the owner of the Formula 1 McLaren stable, had bought a majority stake in the Heuer company in 1985, company was associated with racing drivers, such as Jacky Ickx, Niki Lauda, Giles Villeneuve or Ayrton Senna. Acquired by LVMH in 1999, TAG Heuer began paying attention to other fields. As Formula 1 didn’t have as much popularity in the US and in Japan, as in Europe, Tag Heuer had to change the domain of activity by turning to golf and tennis icons (Tiger Wood, Maria Sharapova) and top models (Inès Sastre) and actors (Brad Pitt, Uma Thurman). In 2009, the brand signed a contract with Leonardo DiCaprio.
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