Cover Naomi Osaka is Tag Heuer's new brand ambassador (Photo: Courtesy of Tag Heuer)

Naomi Osaka is the newest brand ambassador of Swiss luxury watchmaker Tag Heuer—the perfect embodiment of the brand's 'Don’t crack under pressure' motto

Right after becoming Louis Vuitton's new ambassador, top tennis player and Tatler's Asia's Most Stylish honouree, Naomi Osaka joins Tag Heuer as its new brand ambassador.

The 23-year-old Japanese tennis professional player not only redefines her sport as an athlete, but also uses her influence and personal style to ignite conversation on a global stage becoming a leading voice for social justice.

"The brand recognises in Osaka a bold expression of its founding values—passion for action, high performance, mental strength and avant-garde—and sees her as a natural and authentic fit for the company. It is difficult to imagine a better embodiment of Tag Heuer’s 'Don’t crack under pressure' motto," says the Tag Heuer in a statement.

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As the "future of Women's Tennis Association (WTA)" described by Sports Illustrated, Naomi Osaka bridges generations and is truly multicultural—born in Osaka to a Japanese mother and a Haitian-born father, Osaka moved to the US when she was a toddler and picked up the tennis racket at a very young age. She would go on to become the world's number one in 2019, the first Asian player to hold the top ranking in singles.

"We are very proud to have Naomi join the Tag Heuer family. Her athletic record and commitment to excellence are outstanding but even more impressive is her passionate spirit and drive for advocacy which is an inspiration to so many," says Frédéric Arnault, CEO of Tag Heuer.

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“I’m excited and honoured to join Tag Heuer as brand ambassador. It’s a partnership and friendship that exemplifies our shared mindset and values. The brand’s trailblazing approach with their ‘Don’t crack under pressure’ motto speaks to the way I live my life both on and off the court," adds Osaka.

Osaka is joined by British professional golfer, Tommy Fleetwood as Tag Heuer's new brand ambassadors—a fearless generation of talent and courage.

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