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Published
Sep 23, 2022
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Tommy Hilfiger names Thiago Alcantara as timepiece brand ambassador

Published
Sep 23, 2022

Tommy Hilfiger has signed Liverpool football star Thiago Alcantara as brand ambassador for its AW22 men’s watch and jewellery collection with the campaign launching this month across Europe. 


Tommy Hilfiger/Movado



The campaign was shot by Marco Fischer on location in northern Spain. 

The company said the ambassadorship “celebrates his dedication to athletic excellence, determined optimism and social responsibility”. 

Brand ambassadorships are no longer about picking the most attractive or athletically gifted celebs and the footballer — who’s also a player in the Spanish national team — is “highly active with the Alcantara Family Foundation whose mission it is to positively impact society”. 

The campaign spotlights hero pieces from the men’s collection, including a vintage racing-inspired, all-purpose sports watch.

The collection has been made by Movado under its license deal with the PVH-owned brand.

Movado also holds licenses for Olivia Burton, Ebel, Concord, Coach, Hugo Boss, and Lacoste, among others.

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