MUMBAI: TAG Heuer has renewed its brand endorsement contract with Shah Rukh Khan. Khan has been endorsing the brand since 2003, which now makes him one of the longest standing brand ambassadors of TAG Heuer worldwide.
"The soul of TAG Heuer is innovation, prestige, performance, precision, but above all there is passion. Passion is what inspires them and is what beats at the heart of every TAG Heuer timepiece. Shah Rukh Khan’s personality almost mirrors the TAG Heuer brand values such as undying passion, his eternal search for perfection and precision – and that makes him the perfect TAG Heuer brand ambassador. Shah Rukh Khan is a super achiever, a phenomenon, a unique star who has surpassed all expectations and given us award-winning performances. There is no question that he is the best, a leader in his field of work. Over the years, Shah Rukh and the TAG Heuer team have developed a deep affection for each other and it is with great pleasure that we announce an extension of this relationship. We look forward to an enduring and even more successful association," said TAG Heuer president & CEO Jean-Christophe Babin.
Khan said, “It’s been a matter of great honor and pride to be associated with TAG Heuer, the leading Swiss watch makers in the world. TAG Heuer was the first luxury watch that I ever bought with my own money I remember the sense of achievement that I felt. I feel truly honored to be associated with a brand that has such a unique and rich heritage and is one of the most prestigious brands in the world today. The secret of their success lies in the commitment of the teams both in India and abroad, which is commendable and having worked closely with them, I value this association even more. We will as a team, continue to strive for excellence, precision and perfection in times to come."
Besides having appeared in the brand’s advertising campaigns, Khan supports TAG Heuer in its special events such as the TAG Heuer Precision Golf Tournament and the TAG Heuer Precision Polo Cup, as well as with product placements in his films. In 2006, TAG Heuer launched the SRK Monaco 69 Limited Signature Edition Chronograph in the SRK starrer movie Don. The Monaco Sixty Nine was the first watch to offer both mechanical and digital displays merely by pivoting the case.
In 2008, in order to reiterate its commitment to sports and excellence, TAG Heuer joined hands with the Kolkata Knight Riders, an IPL team owned by Khan, as the team’s Official Time Wear.
Khan also leads the brand’s advertising campaign in India with his own personal reflection of the famous TAG Heuer “What Are You Made Of?” The campaign takes the brand’s message a step further and supports its new strategic directions by focusing on the strength and beauty of the brand’s models, as reflected by the exceptional nature of its ambassadors including Khan, Leonardo Di Caprio, Tiger Woods, Maria Sharapova and Lewis Hamilton.
Khan recently launched the TAG Heuer Grand Carrera Calibre 36 RS2 Caliper Chronograph Ti2.