TAG Heuer Signs All-Star NHL Hockey Goaltender Henrik Lundqvist as Brand Ambassador. “King Henrik,” star goalie of the New York Rangers and the Swedish National Team, is now officially in net for TAG Heuer. Considered one of the NHL’s best netminders, Henrik’s on ice play exemplifies TAG Heuer’s values of performance and precision. Off the ice, Henrik always looks the part and never compromises, being a regular fixture of the world’s best-dressed lists. Now he adds the ultimate masculine accessory to his wardrobe—the TAG Heuer Carrera.

As the Rangers and the Swedish Olympic team’s last line of defence, Henrik knows all about standing up to pressure — doing whatever it takes. No one in the game does it better. The first goalie to win at least 30 games in his first seven seasons in the NHL, he is well known for his athleticism, acrobatic saves, endurance, and clutch performances, making him the undisputed king of the NHL.

“I am very excited to be joining such an iconic global brand like TAG Heuer. There’s no ‘masking’ my enthusiasm and appreciation for TAG Heuer,” said Henrik Lundqvist during the announcement of his partnership with the brand. “We share the same outlook on life: the #DontCrackUnderPressure message is one that I live by every day and every game. I look forward to many exciting adventures with TAG Heuer in the future.”

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