Kilian Müller has brought the curtain down on a 12 year career with TAG Heuer in Switzerland and the United States to take up a role as director of sales and member of the executive management team for Bucherer Group.
CEO of the LVMH Watchmaking Division and CEO of TAG Heuer, thinks the watch represents what it aims to be as a brand.
New TAG Heuer CEO Stéphane Bianchi says that the partnership embodies the brand's #DontCrackUnderPressure mantra.
Three watches have been released as part of the move, all made from carbon.
The Swiss-based watchmaker said it was the shared disruptive avant-garde spirit which made joining forces so natural.
Watch's dial has been hand-drawn by Mr Woods as a basketball, a particular passion of the artist, and housed in a blackened steel case.
Swiss brand secures major sponsorship deal in a sport that has generally been dominated by Rolex from a branding perspective.
Retiring CEO of TAG Heuer gives his views on the secondary market, smartwatches and the changing face of retail and distribution.
The two new models, launching this fall, are versions of the TAG Heuer Carrera Chronograph, both displaying the Senna S symbol and name on the dial, bezel and caseback.
WatchPro's editor says that the brand should face the scrutiny of a monopoly if it fails to live up to its charitable status.