Ryan Gosling, the stoic attractive heartthrob best known for his appearances in Drive, La La Land, and Blue Valentine, among many others, has never before agreed to a marketing relationship. Given Hollywood’s proclivity for using its beautiful looks and prestige to sell us products, this is pretty shocking. The actor’s chiseled, communicative face, as well as his enormous appeal, would seem to make him a perfect pitchman.
All of that changed last week, when Gosling announced his first-ever collaboration with Tag Heuer, a Swiss watchmaker. According to Gosling, it’s a brand with which he has a personal connection.
“Time, in general, is just something I think about a lot now,” the actor explained in the press statement. “My kids are growing up fast so I keep an eye on the clock in a way I never used to.”
Tag Heuer staged a magnificent celebration in Beverly Hills to commemorate the union. The assemblage included members of the press, L.A. socialites, actresses, and other Tag Heuer brand ambassadors such as Naomi Osaka and Patrick Dempsey, making for an ideal combination to celebrate the signing of a new Hollywood agreement.
Tag Heuer unveiled the TAG Heuer Carrera Three Hands—a sporty and beautiful three-hand watch—to kick off the collaboration, as well as a new campaign that pays homage to one of Gosling’s most iconic appearances in the film Drive. The film serves as a perfect inspiration for the new watches, which pay homage to the brand’s racing past.
According to the brand, a Gosling-designed watch is in the pipeline as well. “His involvement goes beyond a typical ambassador,” TAG Heuer CEO Frédéric Arnault said in an interview with WWD, adding, “He’s going to design his own watch for himself. There are many things we’re going to do together.”