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.”
More on Watches
The Latest
AuctionsNov 20, 2025
Vanderbilt Jewels Shine at Phillips Sale, Pink Diamond WithdrawnA 43-carat sapphire brooch from the Vanderbilt collection was the top lot of the Geneva sale.
CollectionsNov 20, 2025
Rebecca Rau Jewels Debuts With ‘Then & Now’ CollectionRau is a fourth-generation art and antique dealer from M.S. Rau gallery whose first jewelry collection merges artifacts with modern design.
Policies & IssuesNov 20, 2025
RJC Names New Executive DirectorFormer De Beers sustainability leader Purvi Shah will take over the role in February 2026.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
GradingNov 20, 2025
Julia Griffith Joins SSEF as Head of EducationShe previously taught at Gem-A and is the founder of The Gem Academy.
Weekly QuizNov 20, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsNov 19, 2025
Larkspur & Hawk Celebrates 25 Years With Helena Bonham Carter CampaignThe British actress and her daughter modeled pieces from the brand’s new “Palette” capsule for its “Once Upon a Time” holiday campaign.
TechnologyNov 19, 2025
Google Has a New Form for Reporting ‘Review Bombing’ Attacks Plus, the tech giant shares the steps retailers should take if they believe they’re a victim of a review extortion scam.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
IndependentsNov 19, 2025
Houston Jeweler Keith Shaftel Retires, Next Generation Steps In Danny and Gaby Shaftel are now Shaftel Diamonds’ CEO and chief operating officer, respectively.
TrendsNov 19, 2025
Midas Chain Releases 2025 Holiday Style GuideThe jewelry manufacturer’s seasonal offering features its new “Melodie” bangles, as well as mini stud earrings and layering pieces.
Events & AwardsNov 18, 2025
NYC Jewelry Week 2025: 12 Must-See EventsWith more than 140 activations taking place in New York City now through Nov. 23, these 12 events are can’t-miss moments.
MajorsNov 18, 2025
Lugano Diamonds Files for Bankruptcy, Looking for BuyerThe Chapter 11 filing follows the resignation of CEO Moti Ferder, who stepped down after an investigation into the company’s finances.
Events & AwardsNov 18, 2025
A Giant, Bejeweled Moldy Berry Is on Display in LAThe artwork is part of an exhibition featuring works by Kathleen Ryan, an artist known for her gemstone-studded rotting fruit sculptures.
SourcingNov 18, 2025
Another Diamond Company CEO Steps DownMark Wall, president and CEO of Canadian mining company Mountain Province Diamonds, will vacate his position next month.
CrimeNov 17, 2025
Police Searching for 2 Suspects in Murder of Father, Son Jewelers Faustino Alamo Dominguez and his son, 25-year-old Luis Angel Alamo, were gunned down following an armed robbery at their jewelry store.
GradingNov 17, 2025
IGI Announces New President of North AmericaTiffany & Co. veteran Jeffrey Bennett has stepped into the role.
MajorsNov 17, 2025
Look Inside Robbins Brothers Fine Jewelers’ New Pasadena FlagshipThe showroom is located in a historic 1920s building in the Playhouse District.
Policies & IssuesNov 14, 2025
U.S., Switzerland Reach Deal That Drops Tariff to 15%The Swiss government announced the deal, which cuts the tax on Swiss imports by more than half, on social media Friday morning.
AuctionsNov 14, 2025
Napoleon’s Diamond Brooch Blows Away Auction Estimates A buyer paid $4.4 million for the piece, which Napoleon wore on his hat for special occasions and left behind when he fled Waterloo.
FinancialsNov 14, 2025
Richemont’s Q2 Jewelry Sales Up 12%Plus, how tariffs and the rising price of gold are affecting its watch and jewelry brands.
CollectionsNov 14, 2025
Piece of the Week: Silvia Furmanovich’s ‘Butterflies in Flight’ Jewelry BoxFurmanovich designed the box to hold Mellerio’s “Color Queen,” a high jewelry collection consisting of 10 rings.
Events & AwardsNov 14, 2025
JCK Names New Event DirectorJennifer Hopf, who has been with JCK since 2022, will lead the execution of the long-running jewelry trade show.
IndependentsNov 13, 2025
127-Year-Old New Orleans Jeweler to CloseAdler’s Jewelry is set to close its two stores as 82-year-old owner Coleman E. Adler II retires.
IndependentsNov 13, 2025
Green Lake Jewelry Works to Move to New Seattle StudioFounder Jim Tuttle shared how a dedication to craftsmanship and meaningful custom jewelry fueled the retailer’s double-digit growth.
MajorsNov 13, 2025
Vahan Jewelry Founder Leon ‘Sacha’ Der Calousdian Dies at 85The third-generation jeweler is remembered as a passionate creative with a love of art, traveling and sailboat racing.
CrimeNov 12, 2025
Father, Son Jewelers in Chicago Victims in Double Homicide JSA and Cook County Crime Stoppers are both offering rewards for information leading to the arrest of the suspect or suspects involved.
AuctionsNov 12, 2025
‘Mellon Blue’ Diamond Sells for $7M Less Than It Did a Decade AgoA buyer paid $25.6 million for the diamond at Christie’s on Tuesday. In 2014, Sotheby’s sold the same stone for $32.6 million.
