Saying that one was en-route to Sydney to catch a glimpse of Chris Hemsworth tended to garner some very enthusiastic responses. From women, there were gasps that hinted of envy. Hardly surprising since he has been hailed as ‘The Sexiest Man Alive’ by People magazine. The guys too expressed some degree of awe. After all, it isn’t every day that one gets to rub shoulders with Thor. The anticipation rubbed off, culminating when I arrived at the Sydney Harbour, the vicinity where Hemsworth would make his first appearance in his new role as TAG Heuer’s international ambassador.
Hemsworth was in Sydney to launch the Heuer 01 watch. At the question and answer session, Hemsworth said he has long been a fan of the brand. “This is the first brand that I truly loved and for years the iconic images of Steve McQueen, the associations with Formula 1 and Niki Lauda having the logo on the front of his car,” relaying his feelings about being named an ambassador for the watch brand. “All of that. It is a cool and classy image.”
Hemsworth’s relationship with TAG Heuer began with the 2013 film Rush in which the actor played the part of 1970s McLaren racer James Hunt, a fierce competitor to Lauda. The film highlighted TAG Heuer as being one of the first brands to partner with the Formula 1. It was here that the relationship between Hemsworth and TAG Heuer began, eventually resulting in him becoming one of the faces of TAG Heuer.
When introducing Hemsworth, CEO of TAG Heuer and President of the LVMH Group Watch Division, Jean-Claude Biver expressed the relationship as being a significant one. Hemsworth, he said, is one of the most important ambassadors the brand has ever worked with. “He is more of a friend,” Biver proclaimed. “It is very rare that ambassadors have bought our watches before they became ambassadors.”
“We choose our ambassadors according to our four communication platforms—sport, art, lifestyle and Swissness,” explained Biver. “Chris is loyal to the brand and the perfect combination—great man, great father, a successful actor and Australian, which is an important market for us.” It is these qualities that make Hemsworth the personification of the TAG Heuer slogan, #DontCrackUnderPressure.
Chris Hemsworth is on the cover of the May 2016 issue of August Man Malaysia! Don’t forget to pick up a copy of the magazine for the full story.