Of course he didn’t wear grey.
For the London premiere of The Gray Man, Netflix’s new Ryan Gosling CIA thriller, the leading man complemented his newly bleached blond hair, dyed for his upcoming role as Ken in Greta Gerwig’s anticipated Barbie movie, with a lilac two-button notch lapel jacket, Millennial pink wool trousers and a sky blue shirt, plus ivory leather lace-ups. It was a look courtesy of Gucci.
The actor might be having “a Gucci moment” as one commentator put it (he wore variations of the same outfit at the Berlin and LA premieres) but Gosling is not sponsored by the label.
In fact, until very recently, he had never had any brand affiliations – which is pretty remarkable, given his profile.
That changed for The Gray Man promo tour. In a major coup for the Swiss watch brand, Gosling is the new face of Tag Heuer. The Miami Vice-y wardrobe described above might have chopped and changed but it always came accessorised by the same watch. The newly revamped Carrera Three Hands, one of the cleanest and most understated models in Tag Heuer’s catalogue.
According to the brand Gosling hasn’t limited his involvement to remembering to accessorise-up for the red carpet and agreeing to appear in a few adverts. He has been involved in the art direction of the campaigns and been cheerfully talking-up his lifelong interest in watches. The first model he bought, with “paper route” money, for example. “It was, like, a Casio with Hulk Hogan on it, I think,” he says.
TAG Heuer Carrera Three Hands Day Date
Tag Heuer’s interest in Gosling can be traced back to Drive, the violent and stylish cult 2011 film, that caught the eye of Frédéric Arnault, now Tag Heuer’s youthful CEO. (In it, Gosling plays a getaway driver, and his watch – a not dissimilarly understated Patek Philippe Calatrava 5196G, supposedly an heirloom from his father – features heavily, and ticks noisily.)
Similarly Gosling sports his Carrera Three Hands throughout the new movie – “the only watch that can keep up with the Gray Man”, according to Tag Heuer.
The Gray Man has already made news as the most expensive release Netflix – a company not exactly wanting for expensive releases – has ever made. Directed by Joe & Anthony Russo, of Avengers: Infinity War and Avengers: Endgame fame, it is said to have cost around $200m – a quarter more than Martin Scorsese’s The Irishman, also for Netflix. One fight scene in the film, which Gosling handles while handcuffed to a public bench, is said to have taken a month to film and alone cost $4m.
It’s a great partnership for Tag Heuer. The Gray Man – Gosling’s character Sierra Six “exists in the grey” – is clearly being set up for a franchise. It’s hard not to think of another action-spy caper, one whose long-running association with Omega, has done wonders for that watch brand. Has Netflix found its Bond?
The Gray Man also stars Chris Evans, Ana de Armas and Billy Bob Thornton.
Gosling’s Carrera Three Hands is a 39mm model with a silver-grey dial with a date window and Super-Luminova filled hands and markers. It features Tag Heuer’s latest Calibre 5 automatic movement, is water resistant to 100m and comes on a black leather strap or a stainless steel bracelet.
“I’ve learned not to take time for granted,” Gosling says of the association. “What drives me is knowing the clock is ticking.” (We don’t think he was in character for that line.)
The Gray Man debuts on Netflix tonight, July 22 and is in select cinemas.
The new Tag Heuer Carrera Three Hands costs £2,300. tagheuer.com
