We’ve seen watch brands feature in movies before but this new collaboration is something else entirely. Swiss luxury watch brand, TAG Heuer has partnered Netflix for the new action thriller, The Gray Man.

This unprecedented partnership sees the watch brand taking centre stage alongside the two biggest stars of the film. Directed by Joe & Anthony Russo, The Gray Man sees Ryan Gosling and Chris Evans engage in an epic espionage cat and mouse thriller with global implications.

TAG Heuer’s involvement in the film is linked heavily with Gosling, a brand ambassador of the brand and face of the iconic TAG Heuer Carrera Three Hands. Gosling is the lead protagonist in the film, portraying Sierra Six, one of the CIA’s most skilled and highly-secretive operatives.

When he accidentally uncovers dark agency secrets, a psychopathic former colleague (Evans), puts a bounty on his head, setting off a global manhunt by international assassins.

Starring Role For The TAG Heuer Carrera

Its interesting to see the synergy TAG Heuer is going for with its brand partnership with The Gray Man. In the chest-thumping press release, the watch brand states that the TAG Heuer Carrera is the perfect timepiece an elite super-assassin on a high-octane chase would strap on.

No doubt it’s a bold claim, but then again the TAG Heuer Carrera was first created for high-speed pursuits on the racetrack. And as any respectable secret agent would know, split-second decisions can be a matter of life and death. It also does help that the timepiece features a sleek, minimal, uncluttered design, making it both functional and stylish.

While both Sierra Six and the narrative of The Gray Man are fictional, TAG Heuer’s “Don’t Crack Under Pressure” is a real-world manifestation of both. In partnership, Netflix aimed to make the link between TAG Heuer and The Gray Man undeniable. That said, when it came to the Gray Man’s watch, it had to be apparent that the TAG Heuer Carrera was the only choice — as it’s “The only watch that can keep up with The Gray Man.”

Sporty & Elegant

Elaborating on his character, Gosling states the Sierra Six is an agent whose life is constantly on the line. “Every second of the day, he needs a watch that’s got him covered. It takes precision and dedication for him to survive, and so it seemed like the perfect fit for him to wear the TAG Heuer Carrera.”

TAG Heuer’s timeless sporty and elegant three- hand watch is a fitting accessory for a skilled assassin.  The watch represents a showcase for the brand’s motor racing heritage, where elegance and fearlessness go hand in hand – much like Gosling’s agent.

Like the motoring enthusiasts it was made for, Sierra Six would appreciate the dedication to clean lines and an obsession with readability, with the collection representing the purest and most elegant watch in the TAG Heuer portfolio.

In addition to seeing Gosling brandishing the TAG Heuer Carrera in the film, the partnership also features work from award-winning photographer, Pari Dukovic. Pari’s unique lens capture Gosling as Sierra Six while donning the TAG Heuer Carrera Three Hands.  The result looks set to launch a suave, super-spy saga for a new generation.

Joining Gosling and Evans on this action-packed romp are Regé-Jean Page, Ana de Armas, Jessica Henwick, Wagner Moura, Dhanush, Billy Bob Thornton, Alfre Woodard and Julia Butters. The Gray Man will premiere exclusively on Netflix starting 22 July 2022.

(Images: TAG Heuer)