Henrik Lundqvist now in goal for TAG Heuer

AG Heuer Signs All-Star NHL Hockey Goaltender Henrik Lundqvist as Brand Ambassador. «King Henrik«, star goalie of the New York Rangers and the Swedish National Team, is now officially in net for TAG Heuer.  Considered one of the NHL’s best netminders, Henrik’s on ice play exemplifies TAG Heuer’s values of performance and precision.  Off the ice, Henrik always looks the part and never compromises, being a regular fixture of the world’s best-dressed lists.  Now he adds the ultimate masculine accessory to his wardrobe—the TAG Heuer Carrera.

The Olympic Gold Medalist, Vezina Trophy winner and New York Rangers’ all-time wins leader joins other great TAG Heuer sporting celebrities — Cristiano Ronaldo, Maria Sharapova, Kei Nishikori, Jenson Button, Jeremy Lin, Sebastien Ogier, and Marlou van Rhijn among them — in spreading the Swiss watchmaker’s legendary message #DontCrackUnderPressure.

As the Rangers and the Swedish Olympic team’s last line of defence, Henrik knows all about standing up to pressure — doing whatever it takes. No one in the game does it better.  The first goalie to win at least 30 games in his first seven seasons in the NHL, he is well known for his athleticism, acrobatic saves, endurance, and clutch performances, making him the undisputed king of the NHL.

Jean-Claude Biver, CEO of TAG Heuer and President of LVMH Watches, enthusiastically welcomed Henrik Lundqvist to the TAG Heuer team. «Henrik is a perfect fit for the TAG Heuer Family. His fighting spirit on the ice and in life are the very ones TAG Heuer expresses through the motto #DontCrackUnderPressure. Yet it is also his charity work that sets him apart from the others: fierce and generous, he pushes himself to the limit on and off the ice, and creates positive change for people less fortunate. Thank you Henrik for joining our Dream Team!». 

TAG Heuer is especially proud to participate in Henrik’s off-ice charity work, most notably with his exciting «mask project», which he has been working on for more than a year. The project involves celebrities working directly with Henrik on the design of masks, which are being auctioned online, to benefit the Henrik Lundqvist Foundation (HLF) and its community partner, the Garden of Dreams Foundation (GODF).

His newest project is the subject of «The Mask with Henrik Lundqvist,» a multi-episode original television series starring Henrik and the stars with whom he has designed masks, which include Michael J. Fox, Tiesto, Mario Batali, John McEnroe, Jeff Gordon, and the New York City Fire Department.

TAG Heuer: the Swiss Avant-Garde watchmaker since 1860. Its rich heritage is built on pushing boundaries and breaking rules: harnessing mental fortitude to overcome technology restraints and create daring watches and chronographs. Long-lasting partnerships with motor racing teams and charismatic ambassadors drive it to break with watchmaking conventions, and, as a consequence, master time with unparalleled precision.

The brand’s motor racing DNA, as well as the amazing athletes who belong to its dream team, reflect its core values of teamwork, mental strength, courage and ambition. Its slogan, DON’T CRACK UNDER PRESSURE, is far more than a claim–it is a mindset.