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TAG Heuer watches introduced actor and environmental activist Leonardo DiCaprio as its newest ambassador, whose goal will be to advertise the Carrera wrist watch. The Tag Heuer Monaco wrist watch, which is 40, will still be represented by legendary Steve McQueen.

Bye-bye, Uma Thurman, adieu, Brad Pitt, now is the hour of Leonardo DiCaprio. The American actor has entered into a three year agreement with the number one watchmaking house in the field. Leonardo will appear in the company’s advertising campaigns starting this spring.
When other watch manufacturers prepare for tough times by cutting their expenses, the Tag Heuer, making part of the group LVMH, does the opposite by concluding a contract with one of the most in-demand actors in the film industry. TAG Heuer, member of the French luxury giant LVMH, spends a lot of money and starts working with one of the most popular actors in the world, at the same time that many watch manufacturers tighten their belts because of the economic recession.

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After the TAG group (Techniques d’Avant-Garde), which was the owner of the Formula 1 McLaren stable, had bought a control packet of shares in the Heuer company in 1985, company was associated with motor racing champions, such as Jacky Ickx, Niki Lauda, Giles Villeneuve or Ayrton Senna. After buying of Tag Heuer by LVMH (LVMH Moet Hennessy Louis Vuitton) the company broadened its horizons.

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Tag Heuer turned its eyes to other sports,  Hollywood and runway celebrities, cooperating with Tiger Wood, Maria Sharapova , top models (Inès Sastre) and actors (Brad Pitt, Uma Thurman), because its major buyers, the Japanese and Americans, weren’t admirers of F1. In 2009, Leonardo DiCaprio was named the new representative of the brand.