Ryan Gosling Gets Behind the Wheel for TAG Heuer

From his humble beginnings on Breaker High and Young Hercules to his Oscar-nominated song and dance in La La Land, Ryan Gosling has done a lot in his career. The mercurial 41-year-old Canadian, however, has never associated himself with a major brand of any kind until today, when TAG Heuer revealed the Drive star as its newest brand ambassador.

“TAG Heuer has quietly and consistently been a classic and iconic pillar of excellence in its field for over 160 years,” Gosling says of the collab. “Partnering with them was an easy decision and time, in general, is just something I think a lot about now. My kids are growing up fast so I keep an eye on the clock in a way I never used to.” 

The announcement accompanies TAG Heuer’s launch of its newest Carrera collection, a bold redesign of its classic non-chronograph driver’s watch. Consisting of 13 pieces across four versions (Carrera Day-Date 41mm, Carrera Twin-Time 41mm, Carrera Date 39mm, and Carrera Date 29 mm) the new watches provide a stripped-down alternative to the recently-relaunched Carrera Chronograph models. Their clean, modern and ultra-legible design also comes with a great backstory about former CEO Jack Heuer. 

“Legend has it that TAG Heuer’s obsession with readability started in 1958 when Jack Heuer dropped from first to third in a Swiss rally he was competing in because he was unable to read the dashboard timer correctly,” says Nicholas Biebuyck, Heritage Director at TAG Heuer. “After that, Jack decided to focus on and improve this specific pain point, and he embraced his love of modern design to create an incredibly legible watch.” 

This is the reason, Biebuyck explains, that the Carrera launched in 1963 looks radically different from any other watch the company had produced before. “You can see in the Carrera a focus on the typography and the desire to explore the purest form possible,” he says. “Its design language is so clear and minimal that there are only three lines of text on the watch dial: Carrera – Heuer – Swiss Made – removing any risk of getting confused or distracted by superfluous decorations.” 

A natural successor of the original Carrera and dashboard timers produced by Heuer since the 1930s, these new three-handed models offer a luxurious take on Jack Heuer’s defining midcentury design aesthetic. Whether you want to pair yours with a scorpion jacketdriving gloves, and a toothpick is up to you. 

For more information go to tagheuer.com.