TAG Heuer Announces New Brand Ambassador

TAG Heuer Signs Hockey Star Henrik Lundqvist as Brand Ambassador "King Henrik", star goalie of the New York Ranger's hockey team, is now officially in the nets for TAG Heuer. It's a perfect match: a regular fixture of the world's best dressed and most beautiful lists, Henrik now adds the ultimate masculine accessory to his wardrobethe TAG Heuer Carrera.

The Vezina Trophy winner joins other great TAG Heuer sporting celebrities Christiano Ronaldo, Maria Sharapova, Kei Nishikori, Jenson Button, Jeremy Lin, Sebastien Ogier, and Marlou van Rhijn, among them in spreading the Swiss watchmaker's legendary message #DontCrackUnderPressure.

As the Rangers and the Swedish Olympic team's last line of defence, Henrik knows all about pressure and standing up against it, or sprawling across the ice whatever it takes. No one in the game does it better: the first goalie to win at least 30 games in his first seven seasons, he is the undisputed all-time shutout king of the NHL, quicker, stronger and better paid (and more handsome!) than any netminder in history.

The Maskan online charity auction for the Henrik Lundqvist Foundation starting March 6
TAG Heuer is especially proud to participate in Henrik's off-ice charity work, most notably with his exciting "mask project", which he has been working on for more than a year. The project involves celebrities working directly with Henrik on the design of masks, which will be auctioned online starting on March 6th, to benefit the Henrik Lundqvist Foundation (HLF) and its community partner, the Garden of Dreams Foundation (GODF).

The HLF, founded in 2014 by Henrik and his wife Therese, is a non-profit organization that strives to create positive change in the lives of children and families throughout the world through education and health services. The GODF hosts charitable events and grant wishes to sick children. Henrik has been the Rangers' spokesman for the GODF since 2009. In 2012, he launched his own clothing linethe Crown Collectionto raise money for the organization.

His newest project is the subject of "The Mask with Henrik Lundqvist", a multi-episode original television series starring Henrik and the stars with whom he has designed masks, which include Michael J. Fox, Tiesto, Mario Batali, John McEnroe, Jeff Gordon, and the New York City Fire Department.

Beginning on March 6th, visitors to www.hlundqvistfoundation.com/themask can bid on these one-of-a-kind masks and purchase limited edition framed prints (signed and unsigned) from behind the scenes of The Mask.

"There's no 'masking' my enthusiasm and appreciation for TAG Heuer," said Henrik Lundgvist during the announcement of his partnership with the brand. "We share the same outlook on life: the #DontCrackUnderPressure message is one that I live by every day and every game. I look forward to so many more exciting adventures with TAG Heuer in the future."

TAG Heuer: the Swiss Avant-Garde watchmaker since 1860. Its rich heritage is built on pushing boundaries and breaking rules: harnessing mental fortitude to overcome technology restraints and create daring watches and chronographs. Long-lasting partnerships with motor racing teams and charismatic ambassadors drive it to break with watchmaking conventions, and, as a consequence, master time with unparalleled precision. The brand's motor racing DNA, as well as the amazing athletes who belong to its dream team, reflect its core values of teamwork, mental strength, courage and ambition. Its slogan, DON'T CRACK UNDER PRESSURE, is far more than a claimit is a mindset.

The Henrik Lundqvist Foundation: The Henrik Lundqvist Foundation (HLF), launched in 2014 by NY Rangers goalie Henrik Lundqvistand his wife Therese, is an international grantmaking organization which strives to create positive change in the lives of children and adults throughout the world through education and health services. HLF is proud to support NY Presbyterian Children's Hospitals, Food Bank for New York City, Ronald McDonald House Barnfond ("Children's Fund"), Together for Better and the Garden of Dreams Foundation. To learn more, visit www.HLundqvistFoundation.com