The Gray Man – A collaboration between TAG Heuer and Netflix
The Swiss luxury watch brand has announced a collaboration with Netflix for Joe & Anthony Russo’s new film, The Gray Man. The lead role is played by Ryan Gosling, TAG Heuer’s brand ambassador and the face of the iconic TAG Heuer Carrera Three Hands. In this international spy thriller, the actor appears as Sierra Six, an assassin whose character embodies TAG Heuer’s motto: “Don’t crack under pressure.”
In The Gray Man, TAG Heuer brand ambassador Ryan Gosling has previously starred in major roles such as in Avengers: Infinity War and Avengers: Endgame. When the CIA’s most skilled operative (Gosling), whose true identity is unknown, accidentally uncovers dark agent secrets, a psychopathic former colleague (Chris Evans) places a bounty on his head, triggering a global manhunt led by international assassins. Directed by Joe & Anthony Russo, the film also features Regé-Jean Page, Ana de Armas, Jessica Henwick, Wagner Moura, Dhanush, Billy Bob Thornton, Alfre Woodard, and Julia Butters.
And what else would an elite super-assassin wear in a thrilling action film but a TAG Heuer Carrera – the iconic timepiece originally designed for high-speed chases on the racetrack. As every seasoned agent knows, decisions made in a fraction of a second can be a matter of life or death. Equally important for a spy hiding in the shadows is elegant, minimalist, and clean design – proof that style can also be deadly.
It’s no wonder that The Gray Man is directed by Joe and Anthony Russo, two filmmakers who know quite a bit about bringing together superstars for a truly global action spectacle, as proven by their previous films: Avengers: Infinity War and Avengers: Endgame.
While the narrative of Sierra Six and The Gray Man is fictional, TAG Heuer’s “Don’t Crack Under Pressure” motto has a very real foundation for both. As part of the partnership, Netflix ensured the connection between TAG Heuer and The Gray Man was undeniable. This meant that when it came to the protagonist’s watch in the film, it was clear that the TAG Heuer Carrera was the only choice – “the only watch that can keep up with the Gray Man.”
The partnership is further strengthened by the work of award-winning photographer Pari Dukovic, who captures Gosling as Sierra Six in The Gray Man wearing the TAG Heuer Carrera Three Hands watch. Pari’s unique lens forms the foundation of the global campaign, appearing in nearly 80 countries and 150 TAG Heuer retail locations across print, innovative digital and social platforms, events, and more.
It seems the result sparks a super-spy fever for a new generation, and there’s no better partner for this than TAG Heuer, where a rich history is paired with an unparalleled passion for action. The company focuses on performance with an unbreakable drive to achieve its goals.
“We are thrilled to collaborate with Netflix on The Gray Man, featuring not only our brand ambassador, Hollywood icon Ryan Gosling, but also Chris Evans and Regé-Jean Page. Directed by the Russo brothers, this will be one of 2022’s must-see films. And what else would Gosling’s daring character Sierra Six wear but a TAG Heuer Carrera Three Hands watch? An iconic timepiece designed for those who don’t crack under pressure.” – says Frédéric Arnault, CEO of TAG Heuer.
Ryan Gosling: “I play Sierra Six in the action-packed film The Gray Man. Six is an agent whose life is running at full speed every second of the day, and he needs a watch that can protect him. Precision and dedication are required to survive, so the TAG Heuer Carrera was the perfect choice for him.”
Magno Herran, Netflix’s Head of Marketing, commented: “At Netflix, we are always looking for unique opportunities that allow us to connect fans with the titles and characters they love. We are thrilled to partner with the iconic brand TAG Heuer on The Gray Man to heighten the excitement of the story and bring fans along on Sierra Six’s thrilling journey, both on-screen and beyond.”
TAG HEUER CARRERA THREE HANDS
The timeless, sporty, and elegant TAG Heuer wristwatch, the TAG Heuer Carrera Three Hands – the only watch that can be worn by Gosling’s master assassin, Sierra Six.
The watch embodies the brand’s motorsport heritage, where elegance meets fearlessness – just like Gosling’s agent. For lovers of automobiles, and for Sierra Six alike, clean lines and legibility are essential, making this one of the purest and most elegant timepieces in the TAG Heuer collections.
The TAG Heuer Carrera has been designed for over 60 years for those who push boundaries on every level. The brand’s charismatic CEO, Jack Heuer, aimed with the 1963 launch of the Heuer Carrera chronograph to create a watch that was clean and perfectly harmonious – ideal for world-class racing drivers who need to read the time at a glance under pressure. And now, for the world’s top assassins on the run as well.
The company’s commitment to legibility began in 1958, when Jack Heuer finished third instead of first in a Swiss rally he participated in because he could not read the dashboard watch properly. The Heuer Carrera, introduced five years later, was radically different from the brand’s previous watches, showcasing a clean, minimalist design to ensure unparalleled readability.
The dedication to legibility and clarity remains unwavering – the contemporary TAG Heuer Carrera Three Hands collection combines striking modernity with sporty sophistication, staying true to its historical roots.
