TAG Heuer has signed up rising American golfer Jessica Korda as its latest brand ambassador as part of its #dontcrackunderpressure campaign.
Korda, 22, has been a firm fixture on the LPGA tour since 2011 with three wins and is currently ranked 29th.
Jean-Claude Biver, chief executive officer of TAG Heuer and President of the LVMH Group watch division, said: "I am delighted that Jessica has chosen to become an ambassador for TAG Heuer. At the tender age of 22, she already has the spirit of a champion and a bold personality, which makes her stand out in the world of golf. She has talent in its purest form, a free spirit and a game-changing approach, which is just what TAG Heuer is looking for. Her passion for communication will bring new energy to the brand, enabling TAG Heuer to connect even more with young people."
TAG Heuer describes Korda, who is the daughter of former tennis champion Petr Korda, as “young, funny, fresh, extroverted, natural and pretty”, and highlights her propensity for social media, often posting selfies on the course.
Since Jean-Claude Biver took over the reins at the Swiss watch brand last year he has already signed up supermodels Cara Delevingne and Bar Refaeli, signalling the important potential ladies watch market.