Since Rush, the 2013 motorsport film of which TAG Heuer was a partner and which starred Chris Hemsworth as the Formula 1 driver James Hunt, the friendship between the Australian actor and the Swiss watch brand has grown ever closer.

His international profile, professionalism and authenticity make Chris the perfect embodiment of the motto "Don’t Crack Under Pressure". So it was perfectly natural for Jean-Claude Biver, CEO of TAG Heuer and President of the LVMH Group Watch Division, to propose to Chris to become an official ambassador for the brand.

 “We choose our ambassadors according to our four communication platforms – sport, art, lifestyle and heritage” 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”. 

Sylvia Jefferies was at the helm of proceedings with Mr Biver and Hemsworth set to join her on stage for a cheese cutting ceremony. Brad Blaze, the world’s fastest painter, has creating one of his speed paintings live on-stage, which was auctioned off to support the Australian Childhood Foundation, which Hemsworth is a proud patron of. A surfboard hand-painted by the children from the foundation was also be part of the auction. 

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, which has been an avant-garde brand (Swiss Avant-Garde since 1860) since it was founded in 1860 and sincerely wishes to remain so. An investment of our strengths and resources to ensure we remain avant-garde in our spirit, culture and philosophy.