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TH

TAG HEUER ANNOUNCES NEW BRAND AMBASSADOR JACOB ELORDI

The Swiss luxury watch brand has announced the signing of Jacob Elordi as a brand ambassador who will represent the TAG Heuer Monaco. The star of HBO’s acclaimed international smash hit Euphoria, 24-year-old Elordi has already established himself as one of the stand-out talents of his generation.

La Chaux-de-Fonds, Switzerland - May 27, 2022:
At just 24, Australian Jacob Elordi has done what most actors spend their careers dreaming about: not only landing the lead in a show that looks set to define a generation.

As the face of the TAG Heuer Monaco, Elordi will represent a timepiece that is no less daring - and no less instantly iconic. Like Elordi, the square-cased Monaco re-wrote the rulebook, defied convention, and became timeless precisely because nobody had seen anything like it before.

And while it's Euphoria that has sent Elordi's career into the stratosphere - the boundary-breaking teen-centred show is the second most-watched in HBO's history, behind only Game of Thrones - it's his throwback style away from the camera that really sees him stand apart, favouring a mid-century preppy button-down hip that's sharp yet understated, curated yet classic, and recalls such greats as Marlon Brando and the "King of Cool" himself, Steve McQueen, with an old-school confidence that knows less is more.

When Elordi presented at the Academy Awards ceremony earlier this year, it was no surprise to see him choose to wear a TAG Heuer Monaco with a black dial, white sub-dials and black alligator strap. It paired perfectly with his tuxedo. But just as key, it was an Oscars debut in which he wore a timepiece made famous by a silver-screen icon: that of McQueen himself, in 1971 racing film Le Mans.

"We are incredibly excited to announce Jacob Elordi as ambassador for the TAG Heuer Monaco. He is the stand-out star of a new generation, an artist who is unafraid to take risks, taking roles that challenge both himself and the audience. He is also someone who comes fully-formed with his own strong sense of timeless style. The TAG Heuer Monaco became the watch for a new generation when it was first launched in 1969 and there is no better standard-bearer for it as it continues to be discovered anew by each generation since," says TAG Heuer CEO Frédéric Arnault.

Jacob Elordi: "I've always been drawn to things that are both classic and timeless so partnering with TAG Heuer was perfect for me. I've always admired Hollywood's iconic leading men, so to wear the Monaco - a watch made famous by Steve McQueen - is something special. TAG Heuer has been the epitome of elegance and excellence for over 160 years, and it's thrilling to be their representative for the next generation."

Euphoria sees Elordi as a seemingly typical high-school student - but his performance, and the show's depiction of high-school life, is anything but ordinary.

Euphoria has broken boundaries and has been nominated for both a BAFTA and Golden Globe.

For Elordi, though, it looks set to just be the start. In March this year he starred in Deep Water, from Fatal Attraction and Indecent Proposal director Adrian Lyne. Elordi played a university student who finds himself drawn into the orbit of a toxic couple with a dark secret. He will also star in Emerald Fennell’s film "Saltburn."

For the rest of us, it's the opposite: we're all drawn into Elordi's orbit now.


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