Sponsored by the Gemological Institute of America
TAG Heuer Has Enlisted This Golfer as a New Brand Ambassador
He will be the face of the golf edition of the brand’s smartwatch.

New York—Who better to represent the golf edition of a smartwatch than a professional golfer?
That’s the line of thinking behind TAG Heuer’s latest brand ambassador announcement.
Tommy Fleetwood, the 29-year-old English golfer, is the new face of TAG Heuer Connected Golf Edition smartwatch.
Fleetwood will work with the Swiss watchmaker to refine its golf app.
Launched in 2019, the Connect Golf Edition and accompanying app boasts more than 200,000 active users. It assists golfers as they make their way through a course via 3D mapping, showing the distance to hazards, shot tracking, keeping track of scorecards and sharing pro statistics.
In 2020, it added a new driving zone feature, which shows players the best zone to target based on their past rounds. Each previous tee shot is mapped out with performance indicators.
The app works best with the TAG Heuer Connected smartwatch and the Golf Edition, which utilize Wear OS by Google, though it’s available to anyone, including iPhone users in the app store.
TAG Heuer CEO Frédéric Arnault led the in-house team in the Connect Golf Edition’s development.
In a statement he said, “With its ability to enhance any player’s game, the TAG Heuer Connected Golf Edition has already established itself as a game changer in the golfing community and beyond.
“We’re excited that Tommy, who is one of the world’s most dynamic golfers, has chosen to wear our watch and we wish him a very successful season ahead. We are also looking forward to working with him to take the app even further, and help players refine their strategies, improve their accuracy and remove the guesswork so they can focus on enjoying the game.”
Fleetwood’s impressive chops make him the perfect golf app consultant. He is a five-time European Tour Winner and member of the 2018 winning European Ryder Cup Team.
He added, “I’m thrilled to be joining the TAG Heuer Family and very proud to have been chosen as the ambassador of the TAG Heuer Connected watch and golf app. This timepiece is both technologically impressive with its advanced easy to use features and a true style statement that will stand on and off the course.”
Founded in 1860, the Swiss watch company today is owned by LVMH.
Based in La Chaux-de-Fonds, Switzerland, its timepieces are sold in 3,500 locations worldwide including 160 TAG Heuer boutiques.
The Latest

The 2025 Australian Open champion is the jewelry brand’s first athlete ambassador.

The West Village jewelry boutique’s new shop-in-shop is the cornerstone of Nordstrom’s revamped jewelry hall.

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

This past year, the manufacturer said it recorded below-zero emissions per carat of natural diamond.


The brand’s “Golden Strada” statement necklace features round, marquise, and pear diamonds that sparkle like Fourth of July fireworks.

JSA’s Scott Guginsky provided a list of nine security measures jewelers should observe while locking up for the long weekend.

The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.

Located on Rodeo Drive, the store’s design was inspired by Hollywood and Los Angeles culture.

The new location continues the brand’s celebration of its 25th anniversary.

She will oversee strategic planning, fundraising, industry partnerships, and the launch of the Gem Legacy Campus in Tanzania.

Working with Amazon’s Counterfeit Crimes Unit and law enforcement, Pandora helped to shut down a large-scale counterfeit network in China.

The jewelry company has closed its three California brick-and-mortar stores, as well as its online shop, for now.

The company is providing the opportunity for an FIT student to work alongside master diamond cutter Willie Lopez in its workshop.

He is remembered for his successful entrepreneurship, generosity, and dedication to his family.

The jewelry store chain has reportedly been struggling with costs related to tariffs as well as tough retail competition.

Welcome warm summer days with red hot rubies perfectly chosen as July’s birthstone.

Co-founders Afzal Imram and Lin Ruiyin brought their son’s story of a cosmic egg, toadstool, and railroad to life in their new collection.

The best time to prepare for the holiday season is right now, according to columnist Emmanuel Raheb.

This year’s winner is Morgan Keefe, who is currently studying at GIA to be a gemologist.

“The Jewelry Book” comes out this September.

The company is focused on modernizing the custom jewelry buying experience with e-commerce tools like product visualization and 3D styling.

Following its recent acquisition, the storied brand has updated its leadership team and regional managers.

AGS also named the recipient of its “Women in Leadership” scholarship.

The 20-karat yellow gold and diamond wrap ring is modeled after the Monstera plants in the garden of the brand’s Miami villa.

Rocksbox President Allison Vigil shared the retailer’s expansion plans, and her thoughts on opening stores in malls.

The creator of the WJA Chicago chapter is remembered as a champion for women in the jewelry industry and a loving grandmother.