Tennis professional Naomi Osaka is the latest TAG Heuer ambassador and the pairing could not be more perfect. After all, it is difficult to imagine anyone today who exemplifies the Swiss luxury watch brand’s “don’t crack under pressure” motto.
We are of course talking about Osaka’s historic win at the 2018 US Open. Yes, that event where she solidified her position as one of the rising stars of tennis by beating Serena Williams. That contentious final was marred by Williams receiving a series of code violations by the umpire, which sealed her defeat.
Osaka prevailed against her rival and idol 6-2, 6-4 to win her first Grand Slam. She also became the first Japanese player to win a Grand Slam singles title. But what transpired after the victory would test Osaka’s resolve as a tennis professional.
The trophy ceremony was met with a chorus of boos by the crowd at Arthur Ashe stadium. Osaka visibly upset, began to cry, before apologising to the crowd. “I’m sorry it had to end like this,” said the champ. And despite being denied her magic moment, it was still an impressive display of sportsmanship from the young player.
Not Cracking Under Pressure
More than three years after that historic event, Naomi Osaka has officially joined the ranks of ambassadors at TAG Heuer. The Swiss luxury watch brand has acknowledged her accomplishments as not just a top tennis player but an exceptional athlete with a winning mindset. The brand also recognises her as a committed social activist who uses her platform to make the world better.
With her big serve and intimidating ground game, plus steely focus on-court, it is difficult to imagine a better embodiment of TAG Heuer’s “don’t crack under pressure” motto. The phrase, which has grown from a tagline into a veritable manifesto, is certainly embodied by the Japanese player.
Just like sports personalities that have fronted the campaign over the years, such as Michael Schumacher and Cristiano Ronaldo, Osaka possesses similar determination, courage and strive for excellence that has made her a winner. Those elements also lie at the very core of TAG Heuer.
Naomi Osaka & TAG Heuer: A Winning Partnership
The brand recognises in Osaka a bold expression of its values – passion for action, high performance, mental strength, and avant-garde. As such it sees her as a natural and authentic fit for the company.
“I’m excited and honoured to join TAG Heuer as brand ambassador,” says Osaka. “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.”
Since joining the WTA professional circuit in 2013, the 23-year-old has blazed an impressive trail in the tennis circuit. Amongst her many accolades include an Australian Open championship win in 2019 and a second US Open title in 2020.
As a TAG Heuer ambassador, the Swiss watch brand will accompany Osaka at every tournament in 2021 and beyond. Off-court, the current world number three is also known to express herself through fashion.
With her sense of style as bold and eye-catching as her tennis game, Osaka’s new TAG Heuer watches will undoubtedly complement her fashion choices. Expect this partnership to further elevate the profile of the brand’s new women’s pieces. That sounds like a win-win in our book.