Tiger tees up for TAG Heuer

TAG Heuer, a leader in Swiss luxury sport watches and chronographs, has added world champion golfer Tiger Woods as its new global brand ambassador.

“Tiger is the living and breathing incarnation of pure performance, integrity and competitive drive, attributes that make him the perfect TAG Heuer ambassador,’ said Jean-Christophe Babin president and chief executive officer of the watch company, at a recent press conference.

The contract between Woods, who formerly was a spokesman for the Rolex luxury watch brand, and TAG Heuer starts Jan. 1, 2003. He will be seen initially in print ads in its international advertising campaign with the tag line, “What Are You Made Of?”