There is precedent. If you recall Ryan Gosling in the film Drive, you remember, the one where he plays a stuntman and mechanic who, to supplement his income, moonlighted as getaway driver for a gang of robbers. An action film punctuated by adrenaline-pumping scenes in which time – immortalized by the presence of a watch that he fastened to the steering wheel – was a key factor.
That was 2011. Now, twelve years later with numerous successful films under his belt and a Golden Globe for La La Land on his mantle, Ryan Gosling is once again a protagonist behind the wheel of a car. This time, however, the watch is strapped to his wrist and not the steering wheel. It’s not just any timepiece either, it’s a TAG Heuer Carrera chronograph.
Both Gosling and the timepiece take dual-billing in the short film The Chase For Carrera, a advertising promo conceived to pay homage to the 60th anniversary of the iconic watch.
“I think what impressed me the most was the spirit and creative approach of the TAG Heuer team,” Gosling tells Esquire Middle East. “I was working with David Leitch on the [film] Fall Guy and was enjoying working him so much that while we were shooting an action scene, I asked if he would be interested in collaborating with me and TAG Heuer on this short,” says Gosling, who is also an ambassador of the Swiss watchmaker.
While the Swiss watch industry in renowned for its caution, the result of the Gosling x TAG Heuer Carrera collab is refreshingly out-of-the-box (and, dare we say it, really funny) – thanks also to the hand of Leitch, whose previous works include cult films John Wick, Deadpool 2, and Bullet Train.
The film starts with Gosling busy working on set, before following him after the scene has ended. He thanks the team, talks to Leitch, gets behind the wheel of a Porsche 911 Carrera, despite not returning the TAG Heuer Carrera, which the props department have lent to him. The prop master is played by the talented Vanessa Bayer.
After breathtaking car chases, duels that evoke epic scenes from western films, the twist is that it was all was part of the script for the commercial for the new TAG Heuer Carrera. Yes, because in the end the real star is the chronograph that Jack Heuer launched on the market 60 years ago, which has become a milestone in the world of watchmaking.
You can count on one hand the timepieces that boast icon status, and the TAG Heuer Carrera is one of them. “This chronograph perfectly embodies the philosophy that has always accompanied the path of the maison in the world of time: that is, the ability to innovate through an avant-garde technique,” says Nicholas Biebuyck, who has held the position of Heritage Director of TAG Heuer since 2021.
“The watch is well-known for its history in motorsport, starting with Formula 1, which gave a great boost to TAG Heuer as a brand. Starting as early as the 1960s, it made it possible to develop ever more precise measuring instruments appreciated by racing drivers,” adds Biebuyck.
But back Gosling, and the party.
At the end of April, TAG Heuer threw a star-studded bash in London – attended by brand ambassadors Patrick Dempsey, Jacob Elordi and, of course, Mr. Gosling – and debuted The Chase For Carrera film.
The tongue-in-cheek ‘Race For Carrera’ film was shot in Sydney, while Gosling and Leitch were filming the stunt-packed thriller Fall Guy, which is set for release in August. The brief was to have the campaign video would match the tone the film for a more seamless roll-out.
“Because David [Leitch] and I were making a movie about making a movie, it seemed to make perfect sense to have this be a commercial about making a commercial,” Gosling tells Esquire. “We were able to apply the same sensibility and strategy that we were on our film. And so, it has all felt very organic and effortless.”
Gosling continues: “One of the things that I love most about working with TAG Heuer is that they are so versatile. I waited a long time to partner with the brand, but something like this is, I think, a great example of why I made the right choice.”
The human factor has always played a central role in the success of the Tag Heuer Carrera, according to Biebuyck. “The Carrera has long been a favourite of some really notable admirers, from racing drivers the caliber of James Hunt, and rock stars like Mick Jagger. That emotional element runs through the history of the timepiece, which gives it an aura of charm,” says Biebuyck.
That charm today is perpetuated by the TAG Heuer Carrera Glassbox. Available in two versions, one with a blue dial and the other black and “reverse panda” silver, it is distinguished by an aesthetic that recalls the model launched 60 years ago. References to that era are not lacking. Starting from the size of the steel case contained in 39mm in diameter to continue with the sapphire crystal whose rounded shape is similar to that present, in the 1970s, on Carrera chronographs.
A timepiece so irresistible it can even charm its way on to Ryan Gosling’s wrist.