TAG Heuer recruits three young tennis stars as ambassadors

Swiss watchmaker TAG Heuer has announced that three rising stars of the tennis world will be its new ambassadors. Félix Auger-Aliassime, Alex de Minaur and Frances Tiafoe join Denis Shapovalov, who has represented the brand since October 2017, in the new campaign. 

While TAG Heuer has always cultivated a close relationship with the sports world, it's showing a particular interest in the tennis world and its young stars.

The brand has singled out Canadian Félix Auger-Aliassime, Australian Alex de Minaur and the United States' Frances Tiafoe. They join Denis Shapovalov, TAG Heuer's ambassador of nearly two years, in the new ad campaign hashtagged #DontCrackUnderPressure, the brand's longtime slogan.

"The confidence that TAG Heuer places in me and my game really allows me to get out there and focus only on playing tennis. It's special to have such an amazing brand like TAG Heuer by my side, supporting me every step of the way," said de Minaur in a statement.

Tiafoe expressed his enthusiasm about the fact that the watchmaker "is taking on so many young players and that it wants to build something bigger with us."

TAG Heuer has an array of brand ambassadors from all over the world, and not just in the domain of sports. Cara Delevingne, Bella Hadid, and Chris Hemsworth also represent the watch brand.