Jean-Claude Biver, President of the LVMH Group Watch Division and CEO
of TAG Heuer, has increased the brand's influence in American sports,
naming New England Patriots quarterback Tom Brady as its new brand
ambassador.
Brady will not only wear the new Carrera Calibre Heuer 01 watch —
finally out and in stores now — but also will be featured in the
company's "Don't Crack Under Pressure" campaign. 
Brady made an appearance at a swanky New York hotel to be present for
the announcement, and — after being welcomed by cheers from the crowd —
admitted that he hadn't expected such a warm welcome from rival city New
York. He threw some signed footballs through a target that resembled the new watch, with proceeds going to charity.
The first of a new collection — the Carrera Calibre Heuer 01— is a
manufacture-made chronograph with new 12-part case and named in honor of
founder Edouard Heuer. The “01” connotation of the watch reflects the first new movement development based off of the caliber 1887 (that was introduced to the world about five years ago and is an in-house made chronograph). The 45mm chronograph features a clean design with open-worked dial to reveal the column-wheel chronograph controls and to show the date disc. The bezel is anthracite with a tachymeter scale. The watch is water resistant to 100 meters.
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