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
SourcingJun 25, 2026
ICA Names Brandee Dallow as CEODallow will lead the International Colored Gemstone Association, effective July 6.
EditorsJun 25, 2026
Out & About: How Jewelers Mutual, SCAD Are Tackling the Bench Jeweler ShortageSenior Editor Lenore Fedow headed to Savannah to learn more about the 10-year, $10 million partnership between JM and the art school.
CollectionsJun 25, 2026
Mejuri Experiments With SteelIts new capsule jewelry collection features gold-finished stainless steel pieces designed for a maximalist look without a luxury price tag.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
Events & AwardsJun 25, 2026
Watches & Wonders Announces 2027 DatesThe week-long event in Geneva is slated for April 2027.
Weekly QuizJun 17, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingJun 25, 2026
Annie Doresca, Mark Smelzer, Sara Yood Join Gem Legacy BoardThe three industry leaders bring financial, communications, and legal expertise to the nonprofit’s board of directors.
ColumnistsJun 24, 2026
The Revenue Hiding Between Your Counter and Your Online CartJewelers are missing out by not offering this one key add-on at the online point of sale, Emmanuel Raheb writes.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
CollectionsJun 24, 2026
Greenwich St. Jewelers, Jewel Boxing’s Latest Drop Is On-TrendThe fourth collaborative collection from the retailer and jewelry content creator focuses on gemstone charms and strands of colorful beads.
Events & AwardsJun 24, 2026
AGTA Accepting Entries for Spectrum 2026This year’s AGTA Spectrum & Cutting Edge Awards will feature two new categories.
SourcingJun 24, 2026
Columbia Gem House To Offer Alexandrite Melee OnlineThe collection features traceable alexandrite from Brazil in calibrated sizes that is sorted by grade.
MajorsJun 24, 2026
CaratLane Names New Chief Sales OfficerDhaval Raja has been appointed to the role.
CollectionsJun 23, 2026
Francesca Villa Goes ‘On the Road’The capsule collection looks to vintage trunk pins that echo the spirit of speed, freedom, and the mythology of the American road trip.
SourcingJun 23, 2026
New Paraíba Tourmaline Source Reportedly Discovered in EthiopiaSSEF issued a notice about the potential new source of the sought-after gemstone, citing “credible reports” from trade sources.
MajorsJun 23, 2026
Etsy Says ‘Shop Other Jeffs’ This Prime DayAs Amazon Prime Day kicks off, Etsy is encouraging shoppers to support small businesses.
Events & AwardsJun 23, 2026
AGA Announces 2026 Scholarship WinnerCole Winward is the recipient of 2026 AGA Gemological Scholarship.
EditorsJun 22, 2026
15 Pieces of Jewelry That Brought Us Joy in Vegas Whether they evoked nostalgia, wonder, or laughter, these jewels put a smile on our faces.
Events & AwardsJun 22, 2026
Plans Announced for New Trade Show in BaselScheduled for April 2027, Basilia will be the first watch and jewelry trade show held in Basel since the collapse of Baselworld in 2020.
Events & AwardsJun 22, 2026
Gem Awards Opens 2027 Nomination PeriodSubmissions for the milestone 25th annual Gem Awards will be accepted across three categories from now through July 31.
AuctionsJun 18, 2026
Paraíba Tourmalines Sell for $3.4M at Sotheby'sThe recent high jewelry auction, which also featured the sale of a 10-carat blue diamond, was “a celebration of color.”
CollectionsJun 18, 2026
Michelle Obama Wears Almasika Earrings Symbolizing Feminine PowerShe wore the “Le Cauri Endiamanté” earrings, our Piece of the Week, in the Obamas’ first dual portrait for the Obama Presidential Center.
PodcastsJun 17, 2026
Episode 6: Las Vegas 2026-Trends, Traffic, Broken BathroomsCouture’s Michelle Orman joins Amanda Gizzi and Michelle Graff for this special post-Market Week episode of My Next Question.
GradingJun 17, 2026
SSEF Issues Warning on Refilled EmeraldsThe lab is seeing emeralds with filler added post-testing enter the market, accompanied by reports that indicate little to no treatment.
MajorsJun 17, 2026
James Avery to Revamp In-Store Retail ExperienceThe Texas-based jeweler is gradually rolling out a new experience-forward layout in its stores.
MajorsJun 17, 2026
Seahawks’ Super Bowl Ring Blends Meaningful Design, Technical CraftsmanshipThe Super Bowl LX champions were honored with diamond and blue sapphire rings by Jason of Beverly Hills.
Policies & IssuesJun 17, 2026
Community for Ethical Jewelry Names New Executive DirectorMarianna Smirnova previously spent a decade working with the Responsible Minerals Initiative, in addition to other relevant roles.
MajorsJun 16, 2026
5 Things to Know About the 2026 NBA Championship TrophyThe New York Knicks took home the Larry O'Brien Trophy crafted by Tiffany & Co.
