Tag Heuer to halt use of Tiger’s image in U.S.

Swiss watch maker Tag Heuer says it will not use Tiger Woods image

in advertising campaigns in the United States for the foreseeable


Tag Heuer CEO Jean-Christophe Babin told Swiss daily Le Matin

on Friday that the company was reacting to “recent events”

surrounding the golfer.

Babin was quoted saying that “we recognize Tiger Woods as a

great sportsman but we have to take account of the sensitivity of

some consumers in relation to recent events.”

Woods has taken an indefinite leave from golf to work on

repairing his marriage after numerous allegations of infidelities.

The newspaper said Tag Heuer will continue to support Woods’

charitable foundation but will use other brand ambassadors in U.S.


The watch maker could not immediately be reached for comment

because the story was released on the newspaper’s Web site after

Tag Heuer’s headquarters at La Chaux-de-Fonds closed for the

holidays until Jan. 4. The full interview was to be published in

Saturday’s editions of Le Matin.

Tag Heuer joins other sponsors in backing away from Woods as

his image has taken a beating since a Thanksgiving holiday car

accident at the golfer’s Florida home was followed by an admission

of extramarital “transgressions.”

Consulting firm Accenture dropped him as its representative

last weekend, and Gillette said it would stop airing his ads for

their razors.

Tag Heuer initially said Monday it would stand by Woods, but

moderated its support later that day by saying it would assess its

relationship with the world’s highest-earning athlete.