Tom Brady, the quarterback of the New England Patriots, has just been named the latest TAG Heuer ambassador as the brand rolled out its latest Carrera watch, the Heuer 01. We talked a bit about the TAG Heuer Carrera Heuer 01 watch here, but this dressed up version of TAG Heuer’s 1887 movement in a skeletonized dial with a black, steel, and red case is clearly getting the full Jean-Claude Biver marketing treatment. With a household name like Tom Brady joining the likes of athletes like Cristiano Ronaldo and Maria Sharapova in representing the watch brand, we can guess that TAG Heuer wants to make a big splash with this new watch.

New ambassador Tom Brady joins Jean-Claude Biver to Launch Carrera Calibre 01 in New York City

Hublot has previously tapped into the sports fan market when it became an official sponsor of the Dallas Cowboys last year (in addition to football, there’s boxing and basketball too), and the Jean-Claude Biver-led TAG Heuer is looking to go the same route with a name as big as Tom Brady. It’s a brilliant move, really, to use the same wildly successful marketing tactic to promote a watch which is a fraction of the cost of a Hublot Big Bang with a price for the TAG Heuer Carrera Heuer 01 of 4,900 Swiss francs. We’ll update this article with more from the event soon (where model Molly Simms and DJ Eve were also guests). tagheuer.com