TAG Heuer’s New Ambassador Is a Vocal Black Lives Matter Supporter

WatchesJan 20, 2021

TAG Heuer’s New Ambassador Is a Vocal Black Lives Matter Supporter

Tennis champion Naomi Osaka has an agenda on and off the court.

Tennis champion Naomi Osaka is TAG Heuer’s newest brand ambassador.

New York—TAG Heuer’s selection of its newest brand ambassador says a lot about how it wants to modernize its image.

The luxury Swiss watchmaker has announced 23-year-old tennis champion Naomi Osaka as the latest addition to its roster of athlete spokespeople.

The biracial, multinational player was born in Japan to a Japanese mother and a Haitian father and has lived in the United States since she was 3 years old.

Osaka went pro in 2013, and as her star rose so did tennis fans’ admiration for her down-to-earth and humble on-court nature, particularly evident in post-match interviews.

The young upstart is the first Asian woman to reach the number one singles rank and has gone on to win another two Grand Slams so far.

She’s found her voice in the process.

Last summer, she was the most visible Black Lives Matter supporter in her sport.

Her willingness to forfeit a match in the Western & Southern Open in recognition of Jacob Blake’s shooting led to the United States Tennis Association’s suspension of play for a day, an unprecedented show of solidarity for the organization.

Osaka told reporters at the time, “If withdrawing from a tournament would cause the most stir, then that was something I needed to do. I don’t feel like I am being brave, I just feel like I am doing what I should be doing.”

Soon after at the U.S. Open, she donned face masks emblazoned with the names of Black people controversially killed in recent years, and whose names became rallying cries for 2020 protests: Breonna Taylor, Elijah McClain, Ahmaud Arbery, Trayvon Martin, George Floyd, Philando Castile and Tamir Rice.

Tennis legend Billy Jean King, an advocate for gender equality in the sport, remarked of Osaka, “She’s very quiet and calm, but internally she’s on fire and thinking about things. I really admire what she’s done. Sports is a platform, and women’s tennis, we are the leaders in women’s sports, and Naomi has really stepped up.”

Osaka is currently in Melbourne getting ready for the imminent Australian Open.

Expect to see her in TAG Heuer there and for the rest of 2021, including at the rescheduled 2020 Olympics, in which she will play for Japan. 

“I’m excited and honored to join TAG Heuer as brand ambassador,” Osaka said.

“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.”

TAG Heuer CEO Frédéric Arnault added, “We are very proud to have Naomi join the TAG Heuer family. Her athletic record and commitment to excellence are outstanding but even more impressive is her passionate spirit and drive for advocacy, which is an inspiration to so many. We are excited to support Naomi as she kicks off her 2021 season and prepares for her Olympic debut.”

The watchmaker also recently announced the latest professional golfer addition to its cadre of athlete ambassadors.

Ashley Davisis the senior editor, fashion at National Jeweler, covering all things related to design, style and trends.

The Latest

EditorsMay 11, 2021
We Need to Change the Way We Talk About Lab-Grown Diamonds

As Pandora moves away from mined diamonds, here’s why the conversation needs to shift from personal preference to consumer education.

ColumnistsMay 11, 2021
The Smart Lab: Everything You Need to Know About Social Media Shopping

Smart Age Solutions’ Emmanuel Raheb touches on the social commerce opportunities available to help grow your business.

SourcingMay 11, 2021
Lucara Secures $220M in Financing to Take Mine Underground

The company has received credit-approved commitments from five financial institutions for the expansion of its Karowe Diamond Mine.

Brought to you by
How to Engage and Sell to Millennials

Millennials were once feared in the diamond industry, but now this younger generation has become today’s largest diamond buying demographic.

IndependentsMay 11, 2021
Halstead Announces Call for 2021 Grant Entries

The bead company awards cash and supplies annually to a new jewelry business.

Weekly QuizApr 29, 2021
This Week's Quiz
Test your knowledge of jewelry news from the week of May 3-7, 2021.
Take the Quiz
EditorsMay 10, 2021
GiGi Ferranti’s Graffiti-Inspired Collection Wows

The Brooklyn-based designer just took initial and heart pendants to a whole new level.

Events & AwardsMay 10, 2021
Register Now for AGA’s Virtual Conference Covering Diamonds

Its annual half-day event will be held on Thursday, June 3, from 11:30 a.m. to 2:00 p.m. EDT.

Brought to you by
A New Golden Age

Gold has had its share of ups and downs over the last 5 decades. Here’s why the metal is having another big comeback.

Events & AwardsMay 10, 2021
Diamonds Do Good Is Crowdsourcing a Special Design

The organization is asking designers to interpret growth, unity, and equality through jewelry.