February 04, 2016

TAG Heuer Welcomes Chris Hemsworth to the Family!

Set against the stunning backdrop of the iconic Sydney Harbour, last night, Thursday February 4, CEO of TAG Heuer and President of the LVMH Group Watch Division, Jean-Claude Biver officially welcomed Chris Hemsworth as TAG Heuer’s new International Brand Ambassador with a glamourous, star-studded cocktail event at Sydney’s Bennelong Lawn.

The event also marked the launch of the new TAG Heuer Carrera Heuer 01 which symbolises the continuity in investment and creativity made by TAG Heuer and its avant-garde spirit, culture and philosophy.

The likes of Jamie Durie, Jessica Gomes, Jodi Anasta, George Burgess, Anna Heinrich, Tim Robards, Nikki Phillips, Fabian Coultard, Steve Hooker and more descended on the red carpet before sipping Veuve Cliquot and enjoying canapes inspired by quintessential Australian dishes as the sun set over the harbour vista.

Guests enjoyed an entertaining Q&A lead by MC Sylvia Jefferies (Channel 9) before the charismatic TAG Heuer CEO, Mr. Biver captivated the audience as he invited Hemsworth to participate in his symbolic cheese cutting ceremony, featuring his very own handmade cheese flown in from his farm in Switzerland. Award winning speed painter, Brad Blaze, impressed the crowd with portrait of Hemsworth before it was auctioned off live-on-stage. A surfboard hand-painted by a talented young indigenous artist as well as Hemsworth’s personally engraved TAG Heuer Carrera Heuer 01 from his arm, enticed guests to give generously. A total of $60,000 was made and donated to the Australian Childhood Foundation, which Hemsworth is a proud patron of.

Hemsworth’s starring role as 1970’s McLaren driver James Hunt, fierce rival to Niki Lauda in the 2013 film, Rush, depicted TAG Heuer as being one of the first brands to partner with the Formula 1. It was here that the relationship between Hemsworth and TAG Heuer began which naturally evolved into him joining the TAG Heuer family of brand ambassadors.

“We choose our ambassadors according to our four communication platforms – sport, art, lifestyle and Swissness,” says Mr Biver. “Chris is loyal to the brand and the perfect combination – great man, great father, a successful actor and Australian, which is an important market for us”.

Far from the world of showbiz glitter, Hemsworth works hard and chooses his roles carefully. #DontCrackUnderPressure was coined with him in mind.

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