Swiss luxury watch brand Tag Heuer has teamed up with Netflix for their new film, The Gray Man starring Ryan Gosling with the iconic TAG Heuer Carrera Three Hands..
The Gray Man sees TAG Heuer brand ambassador Ryan Gosling take on his biggest role yet as an international spy on the run as assassin Sierra Six, a character who encapsulates the TAG Heuer motto: “Don’t crack under pressure”.
When the CIA’s most skilled operative (Gosling)— whose true identity is known to none—accidentally uncovers dark agency secrets, a psychopathic former colleague (Chris Evans), puts a bounty on his head, setting off a global manhunt by international assassins. Directed by Joe & Anthony Russo, Regé-Jean Page, Ana de Armas, Jessica Henwick, Wagner Moura, Dhanush, Billy Bob Thornton, Alfre Woodard and Julia Butters also star.
And what else would an elite super-assassin on a high-octane chase wear than a TAG Heuer Carrera – the iconic timepiece that was first created for high-speed pursuits on the racetrack. As any respectable agent will know, split-second decisions can be a matter of life and death. But just as important for a spy who hides in the shadows is its sleek, minimal, uncluttered design – proof that looks can also kill.
Little wonder, then, that The Gray Man is directed by Joe & Anthony Russo, two filmmakers who know a thing or two about bringing together a cast of superstars for a truly global action spectacle, having directed both Avengers: Infinity War and Avengers: Endgame.
While both Sierra Six and the narrative of The Gray Man are fictional, TAG Heuer’s “Don’t Crack Under Pressure” is a real-world manifestation of both. In partnership, Netflix aimed to make the link between TAG Heuer and The Gray Man undeniable. That said, when it came to the Gray Man’s watch, it had to be apparent that the TAG Heuer Carrera was the only choice — as it’s “The only watch that can keep up with The Gray Man.”
The partnership features work from award-winning photographer, Pari Dukovic, to capture Gosling as The Gray Man’s Sierra Six while donning the TAG Heuer Carrera Three Hands. Pari’s unique lens on The Gray Man is the core of the global 360° campaign, which will activate in nearly 80 countries and brought to life across 150 TAG Heuer retail locations, in print, OOH, innovative digital and social placements, events, and so much more.
The result looks set to launch a suave, super-spy saga for a new generation – and there’s no partner more suited than TAG Heuer, where a history of excellence is similarly matched by a passion for action, an unparalleled focus on performance, and an unceasing desire to push what is possible.
TAG Heuer’s timeless sporty and elegant three - hand watch – the TAG Heuer Carrera Three Hands– is the only watch to wear for Gosling’s master assassin Sierra Six.
The watch represents a showcase for the brand’s motor racing heritage, where elegance and fearlessness go hand in hand – much like Gosling’s agent. Like the motoring enthusiasts it was made for, Sierra Six would appreciate the dedication to clean lines and an obsession with readability, with the collection representing the purest and most elegant watch in the TAG Heuer portfolio.
For over 60 years the TAG Heuer Carrera has been designed for those pushing the limits in mind and spirit. Charismatic CEO Jack Heuer’s goal with the introduction of the Heuer Carrera chronograph in 1963 was to create a watch that was uncluttered and perfectly harmonious – ideal for world-class drivers who needed to tell the time at a glance while under pressure. And now, for world-class hitmen on the run, too.
The company’s obsession with readability began in 1958 when Jack Heuer dropped from first to third in a Swiss rally he was competing in because he could not read the dashboard timer correctly. The Heuer Carrera, introduced five years later, was radically different to any other watch the company had produced before, embracing a clear and minimal design language to create unrivaled readability.
That commitment to legibility and clarity remains unwavering – the contemporary TAG Heuer Carrera Three Hands line projecting a piercing modernity alongside a sporty refinement that stays true to its storied roots.
The Gray Man is released in select theaters 15 July, and on Netflix 22 July.
