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 recognised as a committed social activist who uses her platform to make the world better.

TAG Heuer’s impressive ambassador roster includes some of the world’s best young talents. This year, 23-year old Naomi Osaka joins that team.


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. 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.

The brand recognises 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.

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