TAG Heuer joins Netflix in "The Gray Man"

Fernando Aldea

The Swiss luxury watch brand has announced a collaboration with Netflix for Joe and Anthony Russo's new film, "The Gray Man," starring Ryan Gosling, TAG Heuer ambassador and face of the iconic TAG Heuer Carrera Three Hands. This international spy thriller sees him on the run as assassin Sierra Six, a character who embodies TAG Heuer's motto: "Don't crack under pressure."

https://youtu.be/BmllggGO4pM

In The Gray Man , TAG Heuer ambassador Ryan Gosling takes on his most significant role to date, under the direction of the pair behind Avengers: Infinity War and Avengers: Endgame . When the CIA’s most skilled operative (Gosling) – whose true identity is unknown – accidentally uncovers the agency’s dark secrets, a psychopathic former colleague (Chris Evans) places a bounty on his head, sparking a global manhunt for international assassins. Directed by Joe and Anthony Russo, the film also stars Regé-Jean Page, Ana de Armas, Jessica Henwick, Wagner Moura, Dhanush, Billy Bob Thornton, Alfre Woodard and Julia Butters.

And what else would an elite super-assassin wear on a high-octane chase if not a Carrera, the iconic timepiece first created for high-speed chases on the racetrack? As any prestigious agent knows, split-second decisions can mean the difference between life and death. But for a spy lurking in the shadows, an elegant, minimalist, and refined design is equally important—proof that aesthetics also kill.

It's no surprise then that The Gray Man was directed by Joe and Anthony Russo, two filmmakers who know how to assemble a cast of superstars for a truly global action spectacle, having directed Avengers: Infinity War and Avengers: Endgame .

The Gray Man

While both the character of Sierra Six and the events depicted in The Gray Man are fictional, TAG Heuer's motto, "Don't Crack Under Pressure," holds true in the real world as well. As part of this collaboration, Netflix wanted the connection between TAG Heuer and The Gray Man to be undeniable. Therefore, when it came to choosing the watch for Gosling's character, it was clear that the Carrera was the only possible choice, as it was "the only watch that could keep up with him."

The partnership includes the work of award-winning photographer Pari Dukovic to immortalize Gosling as Sierra Six while sporting the TAG Heuer Carrera Three Hands watch. Pari’s inimitable gaze forms the core of the 360° global campaign, which will be activated in nearly 80 countries and brought to life across 150 TAG Heuer points of sale, print media, outdoor advertising, innovative digital and social media platforms, at events and more.

The result appears to be the launch of an entertaining super-spy saga for a new generation, and there's no more suitable partner than TAG Heuer, a brand whose history blends with its passion for action.

The Gray Man

"We are delighted to partner with Netflix on 'The Gray Man,' which not only stars our ambassador, Hollywood icon Ryan Gosling, but also an ensemble cast including Chris Evans and Regé-Jean Page. With the Russo brothers at the helm, it's already the must-see film of 2022. And what else could the unflappable Sierra Six, played by Gosling, be wearing than a TAG Heuer Carrera Three Hands, an iconic timepiece designed for those who don't buckle under pressure," explains TAG Heuer CEO Frédéric Arnault.

Ryan Gosling: "I play Sierra Six in the action film The Gray Man. Six is an agent whose life is on the line every second of the day and he needs a watch that's got his back. If he wants to survive he needs precision and constant effort, so I thought the TAG Heuer Carrera was a perfect fit."

In the words of Magno Herran, Head of Marketing Partnerships at Netflix: "At Netflix, we are always exploring unique opportunities that allow us to connect audiences with the films and characters they love most. And we are delighted to partner with TAG Heuer, an iconic brand that complements the timeless story of The Gray Man, to enhance the creative narrative and accompany fans on Sierra Six's exciting journey, both on screen and off."

The Gray Man

TAG Heuer Carrera Three Hands

With its timeless elegance and sportiness, the TAG Heuer three-hand watch is the only timepiece that expert assassin Sierra Six, played by Gosling, could wear.

The watch exemplifies the brand's automotive heritage, where elegance and fearlessness go hand in hand, just as they do with the agent played by Gosling. Like the motoring enthusiasts for whom it was created, the Sierra Six will appreciate the commitment to sleek lines and obsession with legibility, as this collection represents the purest and most elegant timepiece in the TAG Heuer portfolio.

For over 60 years, the TAG Heuer Carrera model has been designed for those who push the limits of mind and spirit. Charismatic CEO Jack Heuer's goal with the launch of the Heuer Carrera chronograph in 1963 was to create a simple and perfectly harmonious timepiece, ideal for world-class pilots who needed to know the time at a glance while driving under pressure. And now, also for world-class professional assassins on the run.

TAG Heuer Carrera Date

The brand's obsession with legibility began in 1958, when Jack Heuer slipped from first to third place in a Swiss rally he was competing in because he couldn't properly read the stopwatch on the dashboard. The Heuer Carrera model, launched five years later, was completely different from any other watch the company had created to that point, adopting a clear, minimalist design language to provide unrivaled legibility.

That commitment to legibility and clarity remains unwavering: the contemporary TAG Heuer Carrera Three Hands line projects modernity alongside a sporty refinement that remains true to its historic roots.

Specs

TAG Heuer Carerra Date
TAG Heuer Carerra Date
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TAG HEUER CARERRA DATE

REFERENCE : WBN2111.FC6505

MOVEMENT : Calibre 5 automatic with 38-hour power reserve | Balance frequency: 28,800 vph (4 Hz)

CASE : Satin-finished/polished steel, 39 mm diameter and 11.50 mm thick | Lug spacing: 20.50 mm | Water resistance to 100 m | Fixed steel bezel | Steel caseback | Domed sapphire crystal with double anti-reflective coating

DIAL/HANDS : Satin-finished silver-tone sunray | Rhodium-plated hour markers and hands covered with Super-LumiNova®, and an applied TAG Heuer shield

BRACELET : Black crocodile leather strap, folding clasp with steel push-buttons

FUNCTIONS : Hours, Minutes, Seconds, Date

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