In April 2014 TAG Heuer decided to aim high, signing the first football partnership of its history with 31-year-old icon Cristiano Ronaldo, already a familiar figure in the world of watches. The footballer, who is known for his luxury car collection, also appreciates fine mechanical watchmaking, and has been seen sporting DeLacour and Corum watches on the covers of glossy magazines.
In 2010 he shot an advertising clip for watchmaker Time Force, which shows the sex symbol’s perfect physique in an erotic dream-like sequence. In 2013, Jacob & Co. signed an agreement with Cristiano Ronaldo, an avowed admirer and collector of the brand, for the advertising campaign to launch its SF 24 and Ghost models, an innovative and contemporary design that displays five different time zones.
Cristiano Ronaldo took part in the #DontCrackUnderPressure campaign launched last summer, and has appeared at TAG Heuer events such as the 2015 Monaco Grand Prix alongside other brand ambassadors. He also has his “own” watch: the TAG Heuer Formula 1 CR7, created with his input. This 42 mm limited edition in black titanium carbide coated steel has green accents to reflect a football pitch, and a black checkerboard dial customised with the CR7 logo in white. Accurate to one-tenth of a second, this three-counter chronograph is driven by a Ronda 5040D quartz movement, which also displays the date in a window at 4 o’clock. A black and green NATO strap perfectly complements the watch’s design. The TAG Heuer Connected also comes with a special green and black Cristiano Ronaldo dial.