The  Swiss  luxury  watch  brand  has  announced  the  signing  of  Naomi Osaka as a brand ambassador. Osaka is not only one of the world’s top tennis players, an exceptional athlete with a winning mindset, but she is also recognized as a committed social activist who uses her platform to make the world better.

La  Chaux-de-Fonds,  Switzerland  –  January  19th  2021:  Rarely  in  a  generation  does  an  athlete  emerge  who  not  only  redefines  their  sport,  but  also  uses  their  influence  and  personal  style  to  ignite  conversation on a global stage. 23-year old Japanese Naomi Osaka is one of those unique stars and she  has  joined  luxury  Swiss  watch  brand  TAG  Heuer’s  impressive  ambassador  roster  that  includes  some of the world’s best young talents.

Since  joining  the  WTA  professional  circuit  in  2013,  Naomi  Osaka  has  become  one  of  the  most  explosive  and  influential  tennis  players  in  the  world.  Consider  her  accomplishments  on  the  court:  she was named “Newcomer of the Year” at the 2016 WTA Awards. Osaka was the first Asian woman to hold the number one position in singles, and the first Japanese player ever to win a Grand Slam event: the U.S. Open in 2018. That was followed by her Australian Open championship in 2019 and a second U.S. Open title in 2020.

The  superstar  has  also  become  a  leading  voice  for  social  justice.  Tennis  legend  Billy  Jean  King  is  impressed  by  Osaka’s  commitment  not  only  to  the  game  but  to  the  things  she  believes  in,  saying,  “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.”Naomi Osaka also expresses herself through fashion, which she describes as a passion second only to tennis. Her sense of style is as bold and eye-catching as her tennis game and her new TAG Heuer watches will complement her fashion choices and elevate the profile of the brand’s new pieces for women.TAG Heuer is looking forward to accompanying its newest brand ambassador at every tournament in 2021 and beyond. The brand recognizes in Osaka a bold expression of its founding values – passion for action, high performance, mental strength and avant-garde – and sees her as a natural and authentic fit for the company. It is difficult to imagine a better embodiment of TAG Heuer’s “Don’t crack under pressure” motto. At the heart of her game is a big serve and an intimidating ground game and these weapons are enhanced by the intelligence, the focus and the execution she brings to her matches.

Sports Illustrated has described Naomi Osaka as “the future of the Women’s Tennis Association (WTA)”. It makes sense: she bridges generations and is truly multicultural. Born in Osaka to a Japanese mother and a Haitian-born father, she moved to the USA when she was a toddler and still makes her home there  but  when  the  Tokyo  2020  Olympic  Games  are  finally  contested  in  August  of  2021,  she  will  be  playing for the host nation. “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” says Frédéric Arnault, CEO of TAG Heuer.Naomi Osaka: “I’m excited and honored to join TAG Heuer as brand ambassador. 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 and Tennis: a perfect match

Naomi  Osaka  joins  a  fearless  generation  of  talent  and  courage  at  TAG  Heuer.  Precision  and  mental  strength are essential to taking home the trophy. These same values have been upheld by TAG Heuer since 1860. Known for developing innovations that enhance the measurement of sports performance, the  brand  is  committed  to  achieving  ultimate  precision.  Its  involvement  in  tennis,  one  of  the  world’s  most popular sports, is a natural fit for a company that partners with the most intense and most thrilling sporting events across the globe to time champions as they push their limits, achieve the impossible and never crack under pressure.