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Jeff Gordon makes pit stop at Reeds for TAG launch

October 27, 2006

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Charlotte, N.C.—NASCAR star Jeff Gordon visited Reeds Jewelers in his hometown of Charlotte, N.C., on Oct. 24, to mark the retail launch of TAG Heuer's Carrera Steel and Gold Automatic Watch, as well as unveil the latest version of the "What are you made of?" advertising campaign, in which he plays a starring role.

The Carrera watch was originally created by TAG Heuer's Honorary Chairman Jack Heuer in 1964, and pays homage to the brand's racing heritage: The watch was named after the Carrera Panamericana Mexico race of the 1950s.

The new timepiece is available at Reeds Jewelers and other TAG Heuer authorized retailers for $2,695. The Carrera features a silver dial with hand-applied gold indexes, a date window, a polished steel and gold bracelet with five rows of links, a scratch-resistant sapphire crystal on the front and back of the case, and water-resistance to 50 meters.

In addition to featuring Gordon and his Carrera, TAG Heuer's most recent advertising campaign, "What are you made of?," has also starred brand ambassadors Uma Thurman, Tiger Woods and Maria Sharapova, all wearing steel and 18-karat-gold timepieces. The campaign, photographed by Joel Von Allmen, consists of print ads to appear in leading fashion, lifestyle and sports publications, as well as other media such as interactive, billboards and direct marketing.
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