Timepieces and Touchdowns in New England

Tom Brady and TAG Heuer team up for a limited-edition timepiece.

By Logan R. Baker

Kilian Muller, CEO of TAG Heuer North America, and Tom Brady at the debut of the TAG Heuer Tom Brady Limited Edition in Boston this past Sunday. (Photo by Paul Marotta/Getty Images)

With two minutes remaining and the Patriots down by five against the Houston Texans during Sunday’s game at Gillette Stadium in Foxborough, Massachussetts, Tom Brady knew what he had to do.

In the kind of comeback that has been expected by Patriots fans over the past decade and a half, Brady brought the ball down the field with a succession of quick passes that finally ended with Brandin Cooks draping his feet across the corner of the end zone for a touchdown to lift New England over Houston.

The TAG Heuer Tom Brady Special Edition Heuer 01 Chronograph retails for $5,600.

It’s this sort of performance that has made Brady—a five-time Super Bowl champion—a perfect fit as an ambassador for TAG Heuer as well as a major face of the brand’s #dontcrackunderpressure campaign. Brady joined TAG’s roster of ambassadors in 2015 and has worked with them ever since on designing a chronograph that emblematizes their partnership.

The final product is a combination of both the physical tenacity that Brady and TAG Heuer are known for and the grace that comes with the passage of time and a perfectly thrown spiral that hits a wide receiver in stride.

The dark blue found on the Patriots jerseys creates the dominant shade of the watch and a red seconds hand and silver bezel and indices complete the homage. A white “12,” outlined in red is placed on the minutes subdial below 12 o’clock as a reminder of Brady’s famous number. On the caseback, Brady’s signature in red and his jersey number can be found. These are the only mentions of the Brady connection on the watch, which keeps the branding simple and not overdone. The Caliber Heuer 01 makes up the heartbeat of the watch and boasts a 50-hour power reserve.

Only 466 timepieces will be made, a number chosen for its significance to Brady after last year’s Super Bowl. That’s the number of yards he threw in the Patriots comeback victory over the Atlanta Falcons to clinch his fifth championship title. The TAG Heuer Tom Brady Special Edition Heuer 01 Chronograph retails for $5,600, and you can learn more online at TAG Heuer.  

Tom Brady with the TAG Heuer chronograph he helped design.