It would appear that not even Norse God Thor can resist the draw of TAG Heuer these days as actor Chris Hemsworth became the latest A-list celebrity to sign up as brand ambassador.
Since taking over at TAG Heuer in December last year Jean-Claude Biver has revitalised the roster of famous faces associated with the Swiss watch brand to include supermodels, DJs and sporting stars including Ronaldo, Tom Brady and Cara Delevingne, all aimed at attracting a younger audience.
Hemsworth, who has played Thor in four films with a fifth on the way, becomes the face of TAG Heuer’s new Carrera Heuer-01 advertising campaign which is being released in the build-up to Christmas.
The relationship between the Australian actor, who played legendary Formula 1 driver James Hunt in the film Rush, and TAG Heuer, which was involved in the production, has grown ever closer since filming.
TAG Heuer recently confirmed it would be ending its 30-year sponsorship of the McLaren Formula 1 team, one of the longest associations in sport, in a move to Infiniti Red Bull Racing.