Tom Brady joins the TAG team

Tom Brady joins the TAG team

TAG Heuer CEO Jean-Claude Biver surprised guests at an event Tuesday by introducing the night’s special guest–and new brand ambassador–as NFL player Tom Brady.

New York–Tom Brady, the well-known quarterback of the New England Patriots, is TAG Heuer’s newest brand ambassador.

The four-time Super Bowl champion presented TAG Heuer’s new Carrera-Heuer 01 timepiece on Tuesday night in New York at a launch party dedicated to the watch. It’s the first of a new collection that will feature a new case, construction, design and caliber, as well as 12 different components.

Brady has been a member of the Patriots since 1999. He was named most valuable player of three of the four Super Bowls the team has won, is the all-time leader in Super Bowl passing yards, and holds an all-time postseason record for touchdowns at 53, among many other accolades.

At the start of the current NFL season, the quarterback found himself facing a four-game suspension over “Deflategate,” an allegation that the Patriots were tampering with game footballs in the playoffs last year. A federal judge overturned the NFL’s suspension last month, however, and Brady has played in all games so far this season.

During Tuesday’s event, the quarterback signed footballs to raise money for Best Buddies, a charitable organization that helps people with intellectual and developmental disabilities develop social, leadership and employment skills for greater participation in the community.

“We are thrilled to have Tom Brady as a representative of TAG Heuer and are looking forward to taking part in the beloved tradition of American football,” said Jean-Claude Biver, Tag Heuer CEO and president of the LVMH Group’s watch division.

Brady is the second high-profile brand ambassador added by TAG Heuer this year. In January, it was announced that   model and actress Cara Delevingne would be a face for the brand in an effort to attract a younger customer.