Ryan Gosling’s First Ambassadorship Deal Is With Watchmaker Tag Heuer – WWD

PARIS — Swiss luxurious watch model Tag Heuer has tapped actor Ryan Gosling as its latest ambassador — the primary partnership signed by the Canadian actor – beginning as we speak.

Tag Heuer chief government officer Frédéric Arnault expressed his admiration for the actor, describing him as “true artist” who “dedicates himself to [his projects] like no different, not solely shaping his character however the complete inventive route” and lauding his “sense of element in each picture. His each shot is stuffed with symbols, to some extent the place each nearly appears like arthouse cinema. Even when he doesn’t have a lot dialogue, [Gosling] expresses one thing very robust.”

As for Gosling, it’s the truth that the model has “quietly and constantly been a pillar of excellence of their subject for the final 160 years” that whetted his curiosity, the actor instructed WWD in a cellphone interview.

To those that have adopted Gosling’s fashion as a lot as his profession since he made an impression with early roles in “The Believer” or “Half Nelson,” timepieces — classic ones particularly — are all the time a notable ingredient of his outfits, on and off-screen.

“For a very long time, I used to be simply responding to the aesthetic design [of watches],” he recalled. It wasn’t till a go to to NASA whereas making ready for his portrayal of astronaut Neil Armstrong within the 2018 biopic “First Man” that he began to understand the mechanical artistry concerned in timepieces, and discovered of Tag Heuer’s involvement within the area race — John Glenn had used a Heuer 2915A stopwatch throughout his three orbits all over the world in 1962.

TAG Heuer Carrera Date 39 mm

The Tag Heuer Carrera Date 39 mm timekeeper stars on Ryan Gosling’s wrist for his first Tag Heuer advert marketing campaign, shot by photographer Pari Dukovic.
Pari Dubrovik/Courtesy of Tag Heuer

And it wasn’t till the prop division began to ask him what sort of watches his character wore that he began to think about his selections. “It’s after I began working that I began serious about watches in a method I by no means had earlier than…I attempted to make use of them to speak one thing that will not be apparent or within the script,” he mentioned.

New York-based photographer Pari Dukovic, who shot the marketing campaign, mentioned that Gosling was deeply concerned within the inventive course of. “[He] wished to do one thing utterly completely different. Coloration has emotion and it’s utterly surprising,” bringing a “timeless and well timed” high quality to the pictures that nods to the visible universe of “Drive,” the 2011 motion drama that put Gosling on the map together with his position as a stuntman-turned-getaway driver.

Like Tag Heuer’s legendary Sixties CEO Jack Heuer, a grandson of the watchmaker’s founder Emile, who as soon as fell from first to 3rd place in a race on account of an illegible dashboard timer, Gosling’s character didn’t belief the automobile’s built-in timepiece.

“With ‘Drive,’ I attempted to search out the most straightforward and legible watch I might discover as a result of I had this concept that the character may affix it to the steering wheel as a result of he didn’t belief the legibility or accuracy of the clock within the automobile,” he remembered.

As a baby, the actor “would watch individuals checking their watches and surprise what thrilling issues had been occurring of their lives,” he recalled.

Buying a timepiece felt like a ceremony of passage. “Nothing mentioned ‘grown man with necessary issues to do’ like a watch. I felt like life started by getting a watch. It’s one of many first issues I purchased with my very own cash — if I’m trustworthy, it was a digital Casio with Hulk Hogan on it,” he added.

His appreciation for older fashions got here from “the concept a classic watch comes with this historical past, but it surely’s nonetheless perpetually current,” but additionally to a realistic outlook. “We grew up on a decent price range. Timeless issues had been useful since you didn’t actually must attempt to sustain with traits. I believe that’s spilled into my present aesthetic sensibilities and in the end finds its method into the movies I make,” he mentioned.

One other ceremony of passage put watches on the prime of Gosling’s thoughts: parenthood. “Time generally is simply one thing I believe extra about now. I’ve two small youngsters, they usually’re rising up quick. I don’t need to miss any of it so I maintain my eye on the clock in a method I by no means used to,” he mentioned.

His first marketing campaign for the model will function the Tag Heuer Carrera Three Palms assortment. Dukovic created the boldly toned photos that includes the actor in a automobile and carrying the Tag Heuer Carrera Date 39 mm timekeeper, one of many 13 items reinterpreting this horological cornerstone of the model.

Different Tag Heuer ambassadors embrace tennis star Naomi Osaka, rising track-and-field athlete Sydney McLaughlin and actor Patrick Dempsey. | Ryan Gosling’s First Ambassadorship Deal Is With Watchmaker Tag Heuer – WWD


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