It’s going to be a great Fall this year for lovers of the TAG Heuer timepiece. In the type of bold move we’ve come to expect from TAG, the Swiss watchmaker has announced two new blockbuster ambassadors – football’s Tom Brady and hockey goalie Henrik Lundqvist. Both men demonstrate precisely why TAG’s #DontCrackUnderPressure motto is so fitting.

Tom Brady Launches Carrera Heuer 01

Tom Brady’s first watch was a TAG, and with his unmatched prowess both on and off the field, he’s a natural fit for the brand. A four-time Super Bowl champion, he joins an elite group of top-notch athletes, including Cristiano Ronaldo and Maria Sharapova.

According to Tom, “I am thrilled to be part of the TAG ambassador team. I have always admired the craftsmanship of a luxury timepiece and the new Carerra 1 is no exception. The first nice watch I purchased was a TAG. So, it looks like I’ve now come full circle with this admired company.

Tom Brady’s announcement officially launched the Carrera Heuer 01, a new calibre with a supremely clean design. The subject of continuous improvement and optimization over five years, it has attained a very high level of quality, while its production costs have been carefully managed.

This timepiece features a new generation TAG Heuer case. Made from titanium carbide coated steel for greater shock resistance, it is constructed differently, no longer the single piece traditionally used by TAG Heuer, but modular with 12 different components. This design opens up a huge range of possibilities, with an infinite combination of materials, colours, treatments and finishes.

“King Henrik” Celebrates a New Tag Heuer Carrera 1887

Henrik Lundqvist has also been busy, receiving and promoting an equally impressive Carrera. Fresh off the 2015 Eastern Conference Finals, the famed New York Rangers goalie, Olympic Gold Medalist and Vezina Trophy winner visited TAG’s 5th Avenue Boutique, where he received a brand new CARRERA 1887 timepiece engraved with #DontCrackUnderPressure.

TAG Heuer CEO President of LVMH Watches, Jean-Claude Biver believes Henrik truly epitomizes the TAG Heuer brand saying, “Henrik’s passion, spirit and determination exude TAG Heuer’s DNA and #DontCrackUnderPressure mentality. He couldn’t have chosen a more perfect timepiece to express his precision and accuracy in his sport with TAG Heuer’s exclusive, in-house, CARRERA 1887 timepiece.”

Housing an integrated column-wheel, the automatic chronograph movement is a new generation of the CARRERA, the legendary sports chronograph series designed by Jack Heuer in 1964. The CARRERA 1887 celebrates and emphasizes the original minimalism and understated elegance yet is re-invented with a radical new “engine”. The Calibre 1887 turns it into a 3rd Millennium chronograph in terms of size, quality, performance and accuracy making it the perfect statement piece.

Another blockbuster TAG coming this Fall: the new “Connected” watch, created with Google and Intel. Like always, TAG remains a forward-thinking company with deep roots, and we will continue to showcase its exceptional chronographs and collectible timepieces here in Newfoundland and Labrador. To learn more about either of these pieces, or any of our Swiss watches, please contact us by phone at (709) 754-9497 or email

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