CHRIS HEMSWORTH X TAG HEUER
THE AUSTRALIAN ACTOR SITS DOWN TO DISCUSS HIS LATEST ROLE – AS AN AMBASSADOR FOR TAG HEUER.
Chris Hemsworth isn’t often upstaged. Not these days. But here, under a Sydney sky cluttered by cloud, that inverted script is playing out. Of course, Hemsworth is the reason the city’s slickest types – bookended by a few bloggers and former reality TV stars – have scrambled to a top corner of the city’s Royal Botanic Gardens, to a patch of grass overlooking the Opera House and a hectic Circular Quay groaning under the hour of knock off. But it’s a portly, bald Swiss chap with occasionally-mangled English who’s holding court – overshadowing the good-looking, homegrown Hollywood hulk to his left and enchanting the crowd with his insight and enthusiasm. That’s the thing about TAG Heuer CEO Jean-claude Biver – not only is he widely thought of as one of the watch industry’s true captains, a saviour in the eyes of many a mechanical fanboy, he’s infectious. And ever funny. On later talking to Hemsworth about joining the TAG family – this his unveiling party, after all – the laconic actor outs Biver as a central force in the brand securing his signature. So too, he adds, his appreciation for a label that’s long been associated with sports he keeps an eye on – especially after his taste of Formula 1 in Rush, brilliantly playing British driver James Hunt. “Over the last few years there’s been a lot of opportunities with various things,” Hemsworth tells GQ. “But this is the first brand that I was truly a fan of and that I truly loved – you know, for years the iconic images of Steven Mcqueen and the association with F1 and Niki Lauda having the TAG Heuer logo on the front of his car when we were shooting. And this model [the ‘Heuer 01’], which is what today’s launch is about – I love it for its intricate detail and because it also has a tactical, sporty vibe too; you can dress it up and there’s a functionality and that all suits my lifestyle.” Ultimately, the TAG alliance confirms Hemsworth’s status – his name on an ambassadorial lineage inclusive of Leonardo Dicaprio and Brad Pitt, which also sees him alongside a current stable that includes Cristiano Ronaldo and Cara Delevingne. “We choose ambassadors according to our four communication platforms – sport, art, lifestyle and Swissness,” says Biver. “Chris is loyal to the brand and the perfect combination – great man, great father, a successful actor and Australian, which is an important market for us.” For Hemsworth, the key is the country. After years Stateside, the 32-year-old’s gleefully reinstalled as a local – living the dream that is a sprawling beachside property in northern NSW. It means days spent en famille and in the surf. Though, presumably, the locals don’t drop in. “Mate, they make a point of dropping in on me… I surf a lot at Lennox Point, and I’ve got to know the guys there, I’ve done my time now so they let me get a few waves. But being back home – to be on the beach with my wife and kids, and have some property and not be shoulder-to-shoulder with neighbours, yeah, it’s the dream.” tagheuer.com.au