TAG Heuer announced the newest brand ambassador to join the brand’s elite corps: football’s Tom Brady, quarterback for the New England Patriots and four-time Super Bowl champion. Additionally, the brand officially launched the new Carrera Heuer 01.

“I am thrilled to be part of the TAG ambassador team. I have always admired the craftsmanship of a luxury timepiece and the new Carerra 1 is no exception. The first nice watch I purchased was a TAG. So, it looks like I’ve now come full circle with this admired company,” Tom said of the partnership.

It turns out Tom bought himself a Tag Heuer after his Super Bowl win in 2001, the first-ever win for the New England Patriots.

The 38-year-old athlete stepped out in NYC to celebrate his partnership with the brand on October 13, as model Molly Sims served as host for the stylish evening.

Tom put on a debonair display on Tuesday as he attended the star-studded launch where he unveiled the luxury watch brand’s new Carrera Heuer-01.

Dressed in a slick two-piece dark suit and white shirt, the sportsman looked delighted as he took to the stage at New York’s Spring Studios.

While Tom opted for a dapper suit for the occasion, in his campaign he dons a more casual look, an Under Armour shirt, while gripping a football — and showing off the brand new watch. The new watch has a durable, sporty feel that works so well with the campaign.

The new Carrera – Heuer 01 watch is the first of a new collection – complete with a new 12-part case construction, design and movement. Via the dial of the watch, the chronograph controls are visible, as is an openwork date disc. Via the transparent sapphire caseback, one can view the rest of the movement, including a red column wheel and a skeletonized chronograph bridge.