Luxury Swiss watch brand, Tag Heuer, has signed Cristiano Ronaldo as its latest brand ambassador. The international football star is the latest sport star to be partnered with Tag Heuer following the participation of WTA tennis champion Maria Sharapova, Formula One World Champion Jenson Button, World Rally Champion Sébastien Ogier and the entire crew of 2013 America’s Cup winner Oracle Team USA. The spotlight will be on Ronaldo when he captains the Portugal team at this year’s World Cup ceremony.

Tag Heuer’s sporty brand ambassadors do not immediately appear to gel with the company’s main product, watches, but, over the years, the company has strategically aligned itself with all that international sport and sporting achievement represents.

Ronaldo says, “TAG Heuer is by far the best at what it does, and has been for more than 150 years. No other luxury brand has such strong ties to the highest levels of sports. It is incredibly glamorous yet also so unconventional, and we share exactly the same determination: to totally change the game, push the limits and make our own rules. It is a great honour to be a part of such a powerful and pioneering legacy.”

It is brand values that lie at the heart of Tag Heuer’s sport partnerships. TAG Heuer CEO Stéphane Linder, says, “Sports is part of our tradition because we share the same values: self-motivation and discipline, pushing one's limit, never giving up. We’ve been in the sports world since signing on as official chronograph of the 1920 Olympic Games. We started timing ski events in 1928, Formula One and regatta racing in the 1970s. Adding football alongside our longstanding link to motorsports, especially with its number one icon and most powerful player, is incredibly exciting.”

As the highest-paid player in the world, Ronaldo represents luxury, as well as success and performance, his personal brand is therefore parallel with Tag Heuer’s own brand.