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TAG Heuer signs Ryan Gosling as an heir apparent to Steve McQueen

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Ryan Gosling's photo shoot for the latest Carrera three-handers.

Ryan Gosling has joined TAG Heuer’s roster of Hollywood leading men, joining Patrick Dempsey as an all-action brand ambassador.

Mr Gosling has been immediately pressed into action promoting a classical three-hand TAG Heuer Carrera.

“I appreciate its timeless design. I like clean and simple design generally. Growing up, we lived on a pretty tight budget. I gravitated towards things that were simple and timeless so I didn’t have to think about keeping up with trends,” he says.

The three hander is among 13 new references in four versions: the TAG Heuer Carrera Day Date 41mm, Carrera Twin-Time Date 41mm, Carrera Date 39mm and Carrera Date 29mm.

“TAG Heuer has quietly and consistently been a classic and iconic pillar of excellence in its field for over a hundred and sixty years. Partnering with them was an easy decision and time, in general, is just something I think a lot about now. My kids are growing up fast so I keep an eye on the clock in a way I never used to,” reveals Mr Gosling.

TAG Heuer returns the complement, describing the Oscar-nominated La La Land actor as the heir apparent to the legendary Steve McQueen with a new breed of masculinity that’s both sensitive and low-key and a confidence that is by definition effortless.

“We are thrilled to announce Ryan Gosling as TAG Heuer global ambassador, for his first ever brand partnership. A star since his early days, he has grown to become an icon – one both enigmatic and inscrutable,” says TAG Heuer CEO Frédéric Arnault.

“He is a true artist who chooses his projects with utmost care and dedicates himself to them like no other, not only shaping his character but the entire creative direction. The movie Drive represents the strongest link with who we are today, and we are excited about the creative projects we have together.”

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