Fast Times

Leonardo DiCaprio

Continuing to bank on the titanic buzz-factor of Hollywood screen legends, Tag Heuer, the LVMH Moët Hennessy Louis Vuitton-owned Swiss timepiece giant, has tapped Leonardo DiCaprio as the new ambassador of its best-selling Carrera timepiece line, replacing Brad Pitt, whose six-year contract ended last month.

DiCaprio has signed for three years, according to a Tag Heuer spokeswoman, with his contract said to be worth several million dollars, marking a major investment for the watch brand during a period of belt-tightening. The new campaign, which breaks this spring across all territories, in a range of luxury magazines and on billboards, sees DiCaprio sporting the brand’s Carrera Day-Date model.