TAG Heuer

TAG Heuer is prone to partnering with watch-savvy celebs, from Naomi Osaka to Jimmy Butler to Super Mario. Okay, Mario doesn't actually wear a watch but this breadth of talent speaks to TAG's inherent allure.

Today, another big name joins the TAG Heuer family: Ryan Gosling has announced his first-ever brand partnership with the LVMH-owned watchmaker.

Not just with a watch imprint, mind you: this TAG Heuer ambassadorship the first time that Gosling has ever endorsed a company's product this publicly.

Just like with his famously humble car collection, Gosling knows what he likes from watches and doesn't stray far.

Gosling normally sports a vintage Rollie, presumably because there isn't anything contemporary that matches his famously pared-back taste.

Apparently, that all changed once he got his hands on TAG Heuer's Carrera line.

Gosling will be repping this specific TAG style from here on out, with a focus on the Carrera Twin-Time Date that's at the heart of TAG's updated Carrera Three-Hand collection.

"So many things actively trying to distract you now, it’s easy to lose track of time," Gosling said. " It’s actually one of the reasons I wear a watch. I like being reminded that the clock is ticking."

Perhaps the legacy of the Carrera is partially what sparked Gosling's interest. TAG has been producing the line since 1963, pretty close to the era of watch he usually rocks.

And, he'll now have 13 different models to choose from when he's sliding on a daily driver.

On the other hand, as a fairly low-key guy, Gosling also gets the Carrera's straightforward appeal. No frills, no fancy stuff, just a nice, legible timepiece.

"I appreciate its timeless design," continued Gosling. "I like clean and simple design generally. Growing up, we lived on a pretty tight budget. I gravitated towards things that were simple and timeless so I didn’t have to think about keeping up with trends."

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