TAG Heuer, the LVMH (Moët Hennessy - Louis Vuitton) prestigious watchmaking company, announces NASCAR icon Jeff Gordon as its new brand ambassador with an active role in new product development, advertising, public relations and visual marketing. Gordon will be portrayed by world-renowned fashion photographer Patrick Demarchelier in the TAG Heuer "What Are You Made Of?" advertising campaign. He joins the ranks of other TAG Heuer brand ambassadors, including film superstar Uma Thurman, golfing champion Tiger Woods, Wimbledon tennis champion Maria Sharapova, and Formula 1 race car driver Juan-Pablo Montoya.

"With NASCAR being the second largest and fastest growing sport in America, followed by 75 million fans, Jeff Gordon makes the perfect brand ambassador for TAG Heuer," says Daniel Lalonde, TAG Heuer NA President and CEO. "Jeff Gordon, the most renowned race car driver in the United States, is a great addition to our exceptional roster of brand ambassadors, who have shown extraordinary character, talent and ability in being the best in their fields."

As a four-time NASCAR Cup Series champion, two-time Daytona 500 winner, and four-time Brickyard 400 winner, Gordon combines determination, precision timing, skill and competitiveness to achieve an unparalleled number of victories, rising to the top of the racing world.

"I'm very excited about becoming a TAG Heuer brand ambassador and being associated with such a prestigious company. TAG Heuer's exclusive technology and experience has always ensured the ultimate accuracy and reliability in timekeeping, making seconds count," states Gordon.

As a brand ambassador, Gordon will share his racecar driving insights with TAG Heuer designers leading to the development of new watch collections specifically engineered for race car drivers and their fans. TAG Heuer will use Gordon's image to promote Formula 1 and Carrera watch collections, both of which are emblematic to auto racing and are key components of the TAG Heuer product line.

The "What Are You Made Of?" campaign is an integrated communications campaign, produced by Holistic Communications of Marin, Switzerland, consisting of print ads to appear in leading fashion, lifestyle and sports publications, as well as other media including interactive, billboards and direct marketing.

TAG Heuer's commitment to auto racing includes long-standing relationships with racing events, racing teams, and the world's top racecar drivers. As the Official Timekeeper and Chronograph of the IRL and Indy 500 and partner with Team McLaren Mercedes in Formula 1, TAG Heuer is a brand that has always had strong ties to the world of auto racing. In 1969, TAG Heuer partnered with Steve McQueen, who immortalized the blue squared-off Monaco chronograph by wearing it in the 1970 hit racing movie Le Mans.

TAG Heuer, the benchmark in prestigious sports watches and chronographs since 1860, currently ranks as the No. 2 luxury watch brand in North America. The Swiss watchmaking legend draws from its active participation in the world of sports to create precision timekeeping instruments and sports-inspired watch collections. From the Olympic Games in the 1920s to its new role as official timekeeper and chronograph for the legendary Indy 500 and IRL championship, TAG Heuer has developed a reputation for its unwavering pursuit of innovation, excellence, performance and prestige. This is reflected in its partnerships with Team McLaren Mercedes in Formula 1 racing; golf champion Tiger Woods; NASCAR icon Jeff Gordon; tennis champion Maria Sharapova; and Hollywood superstar Uma Thurman, all of whom personify TAG Heuer's vision of fusing sport and glamour. TAG Heuer is a fully-owned Company of LVMH (Moët Hennessy - Louis Vuitton), the world leader in Luxury Goods.