CollectionsMay 27, 2022
Piece of the Week: Which Movie Inspired This Chopard Masterpiece?WatchesJun 01, 2022
Actor Jacob Elordi Is TAG Heuer’s Newest Ambassador
The “Euphoria” star is now the face of the brand’s Monaco timepiece.
Jacob Elordi, who has starred in “Euphoria,” “The Kissing Booth,” and “Deep Water,” is the new face of TAG Heuer’s Monaco timepiece.
La Chaux-de-Fonds, Switzerland—TAG Heuer has tapped actor Jacob Elordi to be the face of its Monaco timepiece.
The 24-year-old actor’s career reached new heights after he landed a lead on HBO’s “Euphoria,” which follows a group of high schoolers and all that might come with being that age.
The show is the second-most watched in HBO history, falling behind “Game of Thrones,” and has been nominated for both a BAFTA and a Golden Globe.
It’s far from Elordi’s first role though—his name really became known when he starred in “The Kissing Booth” trio of movies.
He also starred in “Deep Water,” which was released this March, and will appear in “Saltburn” from Emerald Fennell, daughter of jewelry designer Theo Fennell.
The actor, who has seemingly become the face of a generation, will now also be the face of TAG Heuer’s Monaco watch.
“As the face of the TAG Heuer Monaco, Elordi will represent a timepiece that is no less daring—and no less instantly iconic,” the brand said in a press release about the partnership.
Named for the Formula One race, the Monaco watch was initially released in 1969, an avant-garde design at the time with its square case.
In 1971, American actor Steve McQueen made it iconic when he wore it in the racing film “Le Mans.”
TAG has released special editions of the watch through the years to mark anniversaries.
The latest takes its inspiration from the 1970s and the Heuer Monaco Dark Lord, executed in titanium and coated in diamond-like carbon.
“We are incredibly excited to announce Jacob Elordi as ambassador for the TAG Heuer Monaco. He is the stand-out star of a new generation, an artist who is unafraid to take risks, taking roles that challenge both himself and the audience,” TAG Heuer CEO Frédéric Arnault said.
“He is also someone who comes fully-formed with his own strong sense of timeless style. The TAG Heuer Monaco became the watch for a new generation when it was first launched in 1969 and there is no better standard-bearer for it as it continues to be discovered anew by each generation since.”
Related stories will be right here …
The 24-year-old actor’s career reached new heights after he landed a lead on HBO’s “Euphoria,” which follows a group of high schoolers and all that might come with being that age.
The show is the second-most watched in HBO history, falling behind “Game of Thrones,” and has been nominated for both a BAFTA and a Golden Globe.
It’s far from Elordi’s first role though—his name really became known when he starred in “The Kissing Booth” trio of movies.
He also starred in “Deep Water,” which was released this March, and will appear in “Saltburn” from Emerald Fennell, daughter of jewelry designer Theo Fennell.
The actor, who has seemingly become the face of a generation, will now also be the face of TAG Heuer’s Monaco watch.
“As the face of the TAG Heuer Monaco, Elordi will represent a timepiece that is no less daring—and no less instantly iconic,” the brand said in a press release about the partnership.
Named for the Formula One race, the Monaco watch was initially released in 1969, an avant-garde design at the time with its square case.
In 1971, American actor Steve McQueen made it iconic when he wore it in the racing film “Le Mans.”
TAG has released special editions of the watch through the years to mark anniversaries.
The latest takes its inspiration from the 1970s and the Heuer Monaco Dark Lord, executed in titanium and coated in diamond-like carbon.
“We are incredibly excited to announce Jacob Elordi as ambassador for the TAG Heuer Monaco. He is the stand-out star of a new generation, an artist who is unafraid to take risks, taking roles that challenge both himself and the audience,” TAG Heuer CEO Frédéric Arnault said.
“He is also someone who comes fully-formed with his own strong sense of timeless style. The TAG Heuer Monaco became the watch for a new generation when it was first launched in 1969 and there is no better standard-bearer for it as it continues to be discovered anew by each generation since.”
More on Watches
The Latest
TrendsApr 17, 2026
New (Groundbreaking) Floral Jewelry for Spring 2026Flower motifs are the jewelry trend blooming amongst the new collections that debuted this spring.
MajorsApr 17, 2026
QVC Group Files for Chapter 11 BankruptcyThe retailer reported an 8 percent decline in annual sales as it struggles under the weight of billions of dollars of debt.
CollectionsApr 17, 2026
Edina Kiss’ Earrings Are the Devil on Your ShoulderThe “Devil” drop earrings, our Piece of the Week, are part of designer Edina Kiss’ new namesake jewelry line that she will show at Couture.
Brought to you by
Discover Timeless Treasures: A Showcase of Antique Jewelry & Timepieces in Las VegasGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
CrimeApr 17, 2026
FBI Issues Warning to Refineries, Retailers Due to High Price of GoldThe alert states that burglary crews are targeting jewelry businesses and details how jewelers and refineries can protect themselves.
Weekly QuizApr 16, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsApr 16, 2026
Edge Retail Academy Updates Leadership TeamAs demand for jewelry retail coaching grows, the company has established a dedicated business coaching leadership team.
MajorsApr 16, 2026
Stuller’s Latest Mountings Catalog Is Out NowThe “Mountings 2026-2027” catalog showcases Stuller’s largest and most diverse assortment to date with more than 400 new mounting styles.
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the GlobeGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
PodcastsApr 15, 2026
Episode 4: The Natural Diamond DilemmaSally Morrison and Mark Klein discuss De Beers’ first beacon in 16 years and the mistake the industry made with lab-grown diamonds.
MajorsApr 15, 2026
Spark Creations’ Randy McKenzie Dies at 72 McKenzie spent 45 years with Spark Creations and is remembered for being kind, dedicated, and hardworking.
FinancialsApr 15, 2026
Kering’s Jewelry Shines in Q1, Gucci’s Struggle ContinuesThe luxury giant discussed the Middle East conflict and its transformation plans, hinting at a stronger jewelry presence in North America.
SourcingApr 15, 2026
Diamond Club West Coast Names 2026 BoardKalpesh Jhaveri was re-elected as president for a third year.
TechnologyApr 15, 2026
This Jewelry Brand’s Video Series Is Up for a Webby Award“Diamond Divas,” a social media reality series by Shahla Karimi Jewelry, is nominated in the “Best Social: Fashion & Beauty” category.
SourcingApr 14, 2026
De Beers Expands ‘Desert Diamonds’ Beacon Into BridalThe campaign seeks to reignite desire for natural diamond engagement rings by highlighting the “distinct character” of warm-toned diamonds.
FinancialsApr 14, 2026
LVMH’s Q1 Sales Sink 6% Amid Middle East ConflictPlus, how Saks Global’s bankruptcy affected the luxury giant’s first quarter.
SourcingApr 14, 2026
International Jade Summit to Return to MontereyPresented by Mason-Kay Jade, the summit, in its second year, will again be held during the Monterey Bay Jade Festival.
Events & AwardsApr 14, 2026
CBG Releases Details for Las Vegas ShowThe group has announced its lineup of speakers and a new “Rising Stars” pavilion.
CollectionsApr 13, 2026
Uniform Object’s New Jewelry Collection Centers on the ‘Carbon Form’The “Carbon Form” collection explores the contrast between high and low materials, using rubber cord alongside 18-karat gold and gemstones.
Events & AwardsApr 13, 2026
JA Accepting 2026 Impact Initiative ApplicationsThe program provides essential funding to organizations for projects that enhance the jewelry industry.
Events & AwardsApr 13, 2026
Couture Announces New Show in MiamiThe jewelry trade show is launching its first open-to-the-public event in Coconut Grove this November.
CrimeApr 13, 2026
JSA Offers Reward in Oregon Jewelry Store Armed RobberyJSA is seeking information about the gunpoint robbery of a Kay Jewelers location in Oregon’s Washington Square Mall.
WatchesApr 10, 2026
These Watches Have Increased in Value the Most Since 2018, Says Chrono24The top-performing watch models may be surprising, with Rolex and several popular pandemic-era picks notably absent from the top 20.
CollectionsApr 10, 2026
Ophelia Eve’s Toggle Pendant Holds Your SecretsThe “Scroll” toggle pendant, our Piece of the Week, opens to reveal a hidden message, mantra, or love letter written on washi paper.
ColumnistsApr 09, 2026
Jewelry Demand Isn’t Stronger, Prices Are Just Higher Jewelers who misinterpret the state of the jewelry market risk employing the wrong retail strategy, cautions columnist Sherry Smith.
MajorsApr 09, 2026
Tiffany & Co. Promotes Nathalie Verdeille to SVP, Chief Artistic OfficerIn her newly expanded role, she will continue to oversee the jewelry category, as well as watches, home, and accessories.
WatchesApr 09, 2026
Jacob & Co. Rolls Out Its Sequel to ‘The Godfather’ Musical Watch“The Godfather II” watch plays two melodies from the mob film’s score, “The Godfather’s Waltz” and “The Godfather Love Theme.”
Events & AwardsApr 09, 2026
JCK Announces Jesse Itzler as 2026 Keynote SpeakerOrganizers have also introduced the new JCK Talks Signature Series, as well as an offering of watch-focused workshops and lectures.
