TAG Heuer Teams Up with Netflix Film Starring Brand Ambassador Ryan Gosling
The Swiss luxury watch brand has announced a partnership with Netflix for their new film from Joe & Anthony Russo, The Gray Man. Starring Ryan Gosling, a TAG Heuer brand ambassador who is the face of the iconic TAG Heuer Carrera Three Hands, the international spy thriller will see him on the run as assassin Sierra Six, a character who encapsulates the TAG Heuer motto: “Don’t crack under pressure.”
The Gray Man sees TAG Heuer brand ambassador Ryan Gosling take on his biggest role yet, directed by the duo behind Avengers: Infinity War and Avengers: Endgame. When the CIA’s most skilled operative (Gosling)— whose true identity is known to none—accidentally uncovers dark agency secrets, a psychopathic former colleague (Chris Evans), puts a bounty on his head, setting off a global manhunt by international assassins. Directed by Joe & Anthony Russo, Regé-Jean Page, Ana de Armas, Jessica Henwick, Wagner Moura, Dhanush, Billy Bob Thornton, Alfre Woodard and Julia Butters also star.
And what else would an elite super-assassin on a high-octane chase wear than a TAG Heuer Carrera – the iconic timepiece that was first created for high-speed pursuits on the racetrack. As any respectable agent will know, split-second decisions can be a matter of life and death. But just as important for a spy who hides in the shadows is its sleek, minimal, uncluttered design – proof that looks can also kill.
“I play Sierra Six in the action-packed film, The Gray Man. Six is an agent whose life is on the line, every second of the day and he needs a watch that’s got him covered. It takes precision and dedication for him to survive, and so it seemed like the perfect fit for him to wear the TAG Heuer Carrera.” -Ryan Gosling
The partnership features work from award-winning photographer, Pari Dukovic, to capture Gosling as The Gray Man’s Sierra Six while donning the TAG Heuer Carrera Three Hands. Pari’s unique lens on The Gray Man is the core of the global 360° campaign, which will activate in nearly 80 countries and brought to life across 150 TAG Heuer retail locations, in print, OOH, innovative digital and social placements, events, and so much more.
The result looks set to launch a suave, super-spy saga for a new generation – and there’s no partner more suited than TAG Heuer, where a history of excellence is similarly matched by a passion for action, an unparalleled focus on performance, and an unceasing desire to push what is possible.
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