A New Door Opened by China's National Treasure Actor

For TAG Heuer, the term "ambassador" holds significant meaning. Beyond articulating the image of the watches they produce, ambassadors serve as crucial conduits for conveying the brand's direction. TAG Heuer has long invested in its ambassador system, selecting individuals from a diverse spectrum. Recent ambassadors include racers like 2008 F1 World Champion Lewis Hamilton and 2009 F1 World Champion Jenson Button, as well as Hollywood actor Leonardo DiCaprio and WTA tennis champion Maria Sharapova, all figures who have defined their eras.

The ambassadors announced by the company are always a "mirror reflecting the times." In this commemorative year, as they approach their 150th anniversary, the newly chosen figure is Chen Daoming, a national treasure actor from China. Last October, at a press conference held in Beijing, China, TAG Heuer announced his appointment as a brand ambassador.

Chen first gained widespread recognition for his leading role in the 1985 TV drama "The Last Emperor." He solidified his fame with "Fortress Besieged" (1990) and is renowned for his versatility, portraying a wide range of characters from emperors and mafia bosses to meek office workers, earning him the status of a national treasure actor. Regarding his appointment as ambassador, Chen Daoming commented as follows:

"I believe that the accumulation of daily experiences becomes a man's wealth. The success of the characters I portray becomes the foundation for my next role. This is why, even in this fast-paced industry, I can relax, enjoy these experiences, and pursue perfection and ideals without ever giving up. Even when faced with adversity, it enhances a man's value. I want to pursue creativity and passion in my career and always remain true to myself."



In the campaign advertisement, he is seen holding the "Carrera 1887 Chronograph," a signature piece from TAG Heuer this year. The collaboration, which promises a bright future for both Chen Daoming as a Chinese icon and TAG Heuer's global presence, is highly anticipated.

LVMH Watch & Jewelry Japan
TAG Heuer Division
Tel. 03-3613-3951