Cristiano Ronaldo Joins TAG Heuer Watch

Cristiano Ronaldo has joined TAG Heuer as an ambassador of the brand.

Ronaldo plays for Real Madrid and is captain of the Portugal team for the 2014 World Cup. He has won the Ballon d'or twice in his career and became the most expensive footballer in history when he moved from Manchester United to Real Madrid in 2003. His current contract makes him the highest paid player in the world.

"TAG Heuer is by far the best at what it does and has been for more than 150 years," Ronaldo said. "No other luxury brand has such strong ties to the highest levels of sports. It is incredibly glamorous yet also so unconventional, and we share exactly the same determination: to totally change the game, push the limits and make our own rules. It is a great honour to be a part of such a powerful and pioneering legacy."

TAG Heuer CEO Stéphane Linder added: "Every TAG Heuer creation celebrates intense life in the contemporary arena, and no individual represents this more powerfully than Cristiano. Like TAG Heuer, Cristiano demands perfection and pushes himself harder than anyone in his domain. This is the first time we enter the world of football, and it’s a perfect fit to do that with Cristiano, opening a new trend and a new way to engage with our fans. Sports is part of our tradition because we share the same values: self motivation and discipline, pushing one’s limit, never giving up. We’ve been in the sports world since signing on as official chronograph of the 1920 Olympic Games. We started timing ski events in 1928, Formula One and regatta racing in the 1970s. Adding football alongside our longstanding link to motorsports, especially with its number 1 icon and most powerful player, is incredibly exciting."