Keeper of Time

TAG Heuer has appointed American goalkeeper Tim Howard as its brand ambassador, adding to a long line of sport ambassadors before him like Dan Carter, Kei Nishikori and Kai Lenny. The announcement came ahead of the 2017 Major League Soccer All-Star Game. “I’m proud to be a brand ambassador for TAG Heuer, one of the most iconic luxury sport brands in the world,” said Howard of the collaboration. “We share the same dedication to precision and commitment to excellence under pressure, which makes this partnership a great fit. I’m really looking forward to working together.” At the same time, TAG Heuer also unveiled 22 special Major League Soccer dials for the Connected Modular 45 watch, which allows fans to customize their dials according to their favorite teams.