TAG Heuer renews its contract with Shah Rukh Khan

TAG Heuer, the world leader in luxury sports watches and chronographs, announced the renewal of its contract with Shah Rukh Khan in Mumbai on Thursday with the launch of its Grand Carrera Calibre 36 RS2 Caliper Chronograph Ti2.

The Bollywood superstar, who began his association with the brand in 2003, is one of its longest-standing brand ambassadors worldwide.

“Shah Rukh Khan’s personality almost mirrors the brand’s values. His undying passion and eternal search for perfection and precision make him the perfect brand ambassador,” said Jean-Christophe Babin, President & CEO of the leading Swiss watch maker. He added, “Over the years, we have developed a deep affection for each other and it is with great pleasure that we announce an extension of this relationship. The soul of TAG Heuer is innovation, prestige, performance, precision, but above all there is passion. Passion is what inspires them and is what beats at the heart of every timepiece.”

Proud of the honour, Shah Rukh Khan said, “TAG Heuer was the first luxury watch that I ever bought with my own money. I remember the sense of achievement that I felt. I feel truly honoured to be associated with a brand that has such an unique and rich heritage and is one of the most prestigious brands in the world today.”

Srk joins a rank of celebs like Leonardo DiCaprio in Tag Heuer's new campaign

Shah Rukh joins hands with Leonardo DiCaprio, Tiger Woods, Lewis Hamilton and Maria Sharapova in a brand new advertising campaign for watch brand Tag Heuer.

The new campaign puts the spotlight on the brand's tag line, "What are you made of?" It is the common thread linking the past campaign to this daring new one.

Christening these celebrities as Knights Of Time, Shah Rukh along with the other brand ambassadors will be seen in this particular campaign. Here's a sneak peek at what happened behind the scenes at the Tag Heuer shoot...

SRK, tagged!

This is a brand new campaign by TAG Heuer. Pehle it was stars like Leonardo DiCaprio and Tiger Woods.

But now, it is Shah Rukh Khan’s turn to join the league.

It will be King Khan who will be the face of the famous challenge of TAG Heuer, ‘What are you made of?’. This phrase is also the common thread linking the past campaign to this daring new one. TAG shot this ad campaign with Shah Rukh earlier this year. The campaign was shot by ace photographer Atul Kasbekar at Mehboob Studio in Mumbai.

This is the third ad campaign that TAG Heuer has shot with SRK — the first two being in 2003 and 2006. The brand ambassador and the watch will be seen in a very close connection highlighting the emotion and sophistication of the association. “This campaign is special and different. It’s very rich and intense in its look and appeal and makes me feel closer to the watch than ever before. The attitude has never been to sell more watches, but to bring to you a different lifestyle based on precision, perfection and passion,” says Shah Rukh.
Adds Jean-Christophe Babin, president and CEO, TAG Heuer, “This 2009-10 campaign is a major evolution of ‘What are you made of?’ It epitomises mental strength and human accomplishments through the likes of Shah Rukh Khan, Maria Sharapova, Lewis Hamilton and Leonardo Di Caprio.” And Atul says, “I’ve worked with Shah Rukh for many years now, so

I know what kind of lighting works for his face. My challenge has been to adapt the international brief for India and Shah Rukh Khan.” Adds Anaita Shroff Adajania, who styled this shoot, “The campaign is extremely smart and elegant. We’ve used beautiful clothes to match the character of this campaign. There is a strong sensuality between Shah Rukh and the watch that he is wearing.”