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Time for Cristiano

The Portuguese soccer star joins forces with TAG Heuer

The two-time Ballon d’Or winner and World Cup participant Cristiano Ronaldo, 29, has been appointed brand ambassador for luxury Swiss watchmaker TAG Heuer.

“No other luxury brand has such strong ties to the highest levels of sports,” says Portugal’s all-time top international scorer.  “We share exactly the same determination: to totally change the game, push the limits and make our own rules.”

Ronaldo isn’t the only athlete in the brand’s fleet of ambassadors. That illustrious list also includes Maria Sharapova and Tiger Woods.

“Every one of TAG Heuer’s current ambassadors, and those from the past, such as Ayrton Senna and Tiger Woods, is a global icon who has made and is making history in his or her domain,” says the footballer.

For Ronaldo, the brand he attaches himself to isn’t arbitrary. “When I like a product, it’s important for me to know everything about it: where it comes from, how it works, what’s the history of the brand behind it,” he says. “That’s why my interest in watchmaking was already pretty high before becoming a TAG Heuer ambassador.”

Cristiano Ronaldo

Cristiano Ronaldo

The watch brand feels similarly drawn to Ronaldo.

“We’ve been in the sports world since signing on as the official chronograph of the 1920 Olympic Games,” says brand CEO Stéphane Linder. “We started timing ski events in 1928 and Formula One and regatta racing in the 1970s. Adding football alongside our longstanding link to motorsports, especially with its number one icon and most powerful player, is incredibly exciting.”

As he is proving in his consistent World Cup domination on the field, Ronaldo always has his eyes on the prize. “I’ve had the chance so far in my football career to set a few records and to make a contribution to football history, but the game is rich. There are many ways to express yourself, to show creativity, defy the expectations of others and surprise everyone—even yourself. “

Here, the soccer great answers some questions for DuJour.

The secret to your success:

“There is no real secret to being successful. Self-motivation and self-challenge are the keys. You have to work harder and better than everyone else. And never forget that there is always room for improvement. You can get better every day.”

In your downtime…

“During a season, especially one finishing with an international competition like this year’s World Cup, I don’t really have time to do anything other than football. Between training and playing matches every three days, it’s an intense schedule. But if I have some time, I like to spend it with my family and friends in Madrid or back in Portugal.”

The TAG Heuer Carrera Calibre 1887 chronograph

The TAG Heuer Carrera Calibre 1887 chronograph

Your favorite TAG Heuer timepiece:

The Carrera Calibre 1887 chronograph. It’s at once chic, casual and sporty.”

The moment that changed your life:

“When I left Madeira and my family in 1997 to join Sporting Club de Portugal and when I moved to Manchester United in 2003. These were two crucial moments in my life because, in both cases, I was still so young, just a boy.”

Best advice you ever received:

“Always believe in yourself, push and challenge yourself and work as hard as you can.”

Check out a behind-the-scenes video from Ronaldo’s TAG Heuer photoshoot.



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