FinancialsApr 14, 2021
LVMH Sees Jewelry, Watch Sales Double in Q1WatchesMay 19, 2021
TAG Heuer Just Added an NBA Superstar to Its Ambassador Roster
Miami Heat’s Jimmy Butler is the latest to represent the watchmaker.
Miami Heat power forward Jimmy Butler, a.k.a. Jimmy Buckets, is TAG Heuer North America’s new ambassador. (Image courtesy of Daniel Zuliani for TAG Heuer)
New York—Swiss watchmaker TAG Heuer continues to add to its stable of world class athlete ambassadors with the announcement that Jimmy Butler has joined its roster.
The 31-year-old NBA talent joined the Miami Heat in 2019, helping take the team to the 2020 NBA Finals in his first season with the franchise.
Butler, known to basketball fans as “Jimmy Buckets,” was drafted into the NBA in 2011 and was the 30th overall pick.
Related stories will be right here …
The 31-year-old NBA talent joined the Miami Heat in 2019, helping take the team to the 2020 NBA Finals in his first season with the franchise.
Butler, known to basketball fans as “Jimmy Buckets,” was drafted into the NBA in 2011 and was the 30th overall pick.
Signed to the Chicago Bulls, Butler earned the NBA’s Most Improved Player Award in 2015.
In 2016, he earned gold as a member of the U.S. Olympic Men’s Basketball Team.
The five-time NBA All-Star, three-time All-NBA Team honoree and four-time NBA All-Defensive Team honoree is only just reaching his prime in Miami as he breathes new life into the Heat.
Now, the self-proclaimed watch lover can add TAG Heuer ambassador to his list of accolades.
In a statement, TAG Heuer called Butler a “global style icon” and noted he is something of a Renaissance man with his own coffee company, Big Face Coffee, and a long history of philanthropy, having been particularly involved with the Boys & Girls Club over his career among other causes.
TAG Heuer North America President Benjamin Beaufils said, “We are very proud to have Jimmy Butler join the TAG Heuer family. His true passion for his sport and commitment to excellence set him apart from the rest in the most impressive ways. Jimmy is truly an inspiration as both a skilled athlete and dynamic individual, and we are honored to be part of his journey and support him alongside the Miami Heat this season and beyond.”
Butler added, “I couldn't be more excited to join TAG Heuer as their newest brand ambassador. I strongly believe in the brand's values of high performance, precision and passion for action, and I'm committed to these standards throughout each game and in my everyday life. Above all, everyone knows how much I love watches, and I'm thrilled to be part of a brand with deep history and a trailblazing spirit.”
In 2016, he earned gold as a member of the U.S. Olympic Men’s Basketball Team.
The five-time NBA All-Star, three-time All-NBA Team honoree and four-time NBA All-Defensive Team honoree is only just reaching his prime in Miami as he breathes new life into the Heat.
(Image courtesy of Daniel Zuliani for TAG Heuer)
Now, the self-proclaimed watch lover can add TAG Heuer ambassador to his list of accolades.
In a statement, TAG Heuer called Butler a “global style icon” and noted he is something of a Renaissance man with his own coffee company, Big Face Coffee, and a long history of philanthropy, having been particularly involved with the Boys & Girls Club over his career among other causes.
TAG Heuer North America President Benjamin Beaufils said, “We are very proud to have Jimmy Butler join the TAG Heuer family. His true passion for his sport and commitment to excellence set him apart from the rest in the most impressive ways. Jimmy is truly an inspiration as both a skilled athlete and dynamic individual, and we are honored to be part of his journey and support him alongside the Miami Heat this season and beyond.”
Butler added, “I couldn't be more excited to join TAG Heuer as their newest brand ambassador. I strongly believe in the brand's values of high performance, precision and passion for action, and I'm committed to these standards throughout each game and in my everyday life. Above all, everyone knows how much I love watches, and I'm thrilled to be part of a brand with deep history and a trailblazing spirit.”
The Latest
MajorsJun 10, 2026
Saks Global Receives Bankruptcy Court Approval for ReorganizationThe approval means the retailer is on track to exit bankruptcy proceedings this summer.
CollectionsJun 10, 2026
Sylvie Debuts ‘Elevated’ Bridal Collection Inspired By Designer’s RingThe bridal-focused brand is also launching its Custom Atelier this summer, a digital custom design tool for its authorized retailers.
EditorsJun 09, 2026
Q&A: Al Cook on the Lab-Grown ‘Bubble,’ Dwindling Diamond Supply The De Beers Group CEO also discussed tariffs, Desert Diamonds, and the pending sale of De Beers in an interview with Michelle Graff.
Brought to you by
All Eyes on Gold Prices. Alternatives to Look For. And What to BEWARE of in VegasAs gold prices rise, today’s retailers are looking for alternatives at prices that will appeal to wider audiences.
MajorsJun 09, 2026
Wilkerson's Russ Whitehouse RetiresThe industry veteran is bringing his 56-year run in the fine jewelry sector to an end.
Weekly QuizJun 05, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsJun 09, 2026
Pride Month Panel to Highlight LGBTQ+ Jewelry VoicesThe panel discussion will feature LGBTQ+ leaders across the jewelry, luxury, and creative industries.
CollectionsJun 09, 2026
Marie Lichtenberg’s New Capsule Collection Is a Smash, LiterallyInspired by a locket that got run over, the “Smash” capsule collection reimagines the shape of Lichtenberg’s signature style.
Brought to you by
How Modern Training Is Becoming a Competitive Advantage for Jewelry RetailersWith the trade and customer trust in mind, GIA® developed NextGem™ – on-demand training designed specifically for retail.
MajorsJun 09, 2026
Frederick Goldman Names Director of Sales for SoutheastThe company has promoted Katherine Whitacre to the role.
MajorsJun 08, 2026
Stuller Expands Selection of Lab-Grown Diamonds, Demi-Fine JewelryThe jewelry manufacturer has added Taylor Swift-esque diamond shapes, and more silver, gold vermeil, and gold-plated jewelry.
SourcingJun 08, 2026
Sally Morrison to Depart De Beers This Summer Morrison has been marketing diamonds on and off since the early 2000s and said she is leaving to “pursue new projects.”
TrendsJun 08, 2026
Amanda’s Style File: June’s Birthstone TrioThose born in June can celebrate with pearl, alexandrite, and moonstone jewelry.
TechnologyJun 08, 2026
Overnight Mountings Launches Ring Builder PlatformThe platform allows retailers to guide clients through a customizable engagement ring buying experience in a branded interface.
IndependentsJun 05, 2026
Pennsylvania Jewelry Store To Close After 79 YearsJim Springer, owner of Dunkelberger’s Fine Jewelry, is heading into retirement.
SurveysJun 05, 2026
Consumers to Cut Back on Spending Amid Rising Prices, Survey Shows When conducting its May consumer confidence survey, The Conference Board asked extra questions about consumers’ budgeting strategies.
CollectionsJun 05, 2026
Rebel Jewelry’s Charm Symbolizes Perseverance for Pride MonthThe “Tunnel” charm, our Piece of the Week, celebrates Pride Month with its design inspired by hope and the light at the end of the tunnel.
SourcingJun 05, 2026
State of Diamonds: The Way Forward for Natural DiamondsThe jewelry industry is reassessing its positioning as Gen Z reshapes the retail landscape and lab grown continues to gain market share.
AuctionsJun 04, 2026
Treasures from Maurice Tempelsman’s ‘Marvelous’ Life Head to AuctionUp for auction at Sotheby’s, the collection of Tempelsman’s personal effects includes a Cartier Tank watch Jackie O. gifted him.
CollectionsJun 04, 2026
Buddha Mama to Spend the Summer in AspenThe Miami-based fine jewelry brand will host its first summer residency in the Colorado mountain town from June 5 to Aug. 23.
MajorsJun 04, 2026
AGS Honors Late Peter Yantzer, Holds Time Capsule CeremonyThe organization also announced its international board of directors for the 2026-2027 term.
MajorsJun 04, 2026
Neiman Marcus’ Downtown Dallas Store to Close in SeptemberSaks Global confirmed the closure this week, spelling the end for a store that’s been part of downtown Dallas for more than 100 years.
ColumnistsJun 03, 2026
Peter Smith: When Top Talent Leaves and What It Says About YouSmith discusses how managers should handle a top performer's exit, warning that a poor response could have a lasting impact.
GradingJun 03, 2026
GIA’s Tracr Investment Is First Step Toward Industry-Owned PlatformThe Gemological Institute of America is now a 30 percent stakeholder in Tracr, the De Beers-backed blockchain for diamonds.
IndependentsJun 03, 2026
Jessica Alba Is the New Face of Gabriel & Co.The actress and entrepreneur stars in the jeweler’s new campaign that celebrates life’s quiet moments.
TrendsJun 03, 2026
State of Design: Only the Innovative Will SurviveThe price of gold has risen, affecting the number of pieces designers make, the materials they use, and how they position themselves.
FinancialsJun 02, 2026
Signet Jewelers’ Q1 Sales Up 2% As It Focuses on ‘Core Four’ The jewelry retailer is zeroing in on Zales, Jared, Kay Jewelers, and Blue Nile as it looks to create unique brand identities for each.
SourcingJun 02, 2026
Leader Appointed for Botswana’s Diamonds for Development Fund Dr. Akinwumi Adesina, a development economist, will head the fund created to help Botswana diversify its economy.
