Yesterday, ahead of the 2017 Major League Soccer All-Star Game, which takes place tonight at Soldier Field in Chicago, Swiss watchmaker TAG Heuer announced, Tim Howard, goalkeeper for the U.S. Men’s National Soccer Team and the Colorado Rapids, as a brand ambassador.

Kilian Muller, President of TAG Heuer North America, says, “We are thrilled to have Tim Howard as a representative of TAG Heuer. It requires a special fearlessness to be a goalkeeper in professional soccer and Tim is one of the most daring. He performs his best when under pressure and in doing so embodies the #Don’tCrackUnderPressure spirit of TAG Heuer.”

Howard adds, “I’m proud to be a brand ambassador for TAG Heuer, one of the most iconic luxury sports brands in the world. We share the same dedication to precision and commitment to excellence under pressure, which makes this partnership a great fit. I’m really looking forward to working together.”

TAG Heuer #Don’tCrackUnderPressure challenge with local youth goalies at Millennium Park


Tim Howard wristshot with his TAG Heuer Carrera


Chicago Athletic Association Hotel Rooftop view of Millennium Park and Lake Michigan


Colorado Rapids MLS TAG Heuer Connected Modular 45 watch dial


In conjunction with the announcement and the MLS All-Star Game, TAG Heuer also unveiled special Major League Soccer dials for the Connected Modular 45, the second generation of TAG Heuer’s smartwatch. The Connected Dials will be available for all 22 Major League Soccer clubs, allowing fans to pick their favorite teams.

As part of the design process for the custom dials TAG Heuer interviewed top players from each club about their experience playing for the team, city, and fans, and their feedback was used as creative inspiration. The Major League Soccer Connected Dials will be available in the app store starting today.

It is worth noting that TAG Heuer is the Official Watch and Official Timekeeper of Major League Soccer and of the Professional Referees Organization in addition to the Official Timekeeper of the U.S. Soccer Federation.

Learn more at TAG Heuer.

Jason Pitsch
Posted by:Jason Pitsch

Editor, writer, and photographer. View his portfolio here.