Four-time Super Bowl champion Tom Brady and Swiss manufacture TAG Heuer have teamed up to launch the brand’s new Carrera Heuer 01. In a ceremony in New York on October 13th, Brady was formally inaugurated as a TAG Heuer brand ambassador and the Carrera Heuer 01 was officially revealed. A first for TAG Heuer, the watch’s large 45mm modular case is made from twelve different components that allow for a wide range of configurations of materials, colors, and finishes. Inside the bold casing is the new Calibre Heuer 01 movement, an updated take on the caliber 1887—one of the brand’s mainstays—that has been skeletonized, making for a visually remarkable piece that stands out among TAG’s other offerings.

At the event, former Sports Illustrated swimsuit model Molly Sims acted as host and DJ Eve provided music. Brady threw signed footballs into the crowd to raise money for the charity Best Buddies International, and went on to describe why he feels personally connected to TAG Heuer timepieces: “The first nice watch I purchased was a TAG. So, it looks like I’ve now come full circle with this admired company.”