The campaign, which will also include cinema, is a departure from a lifetime of local magazine advertising and represents a push by the brand towards a "bigger communication" message, said Tag Heuer Australia marketing manager Rebecca Park.
"(Tiger Woods) fulfilled the formula that we needed to take the next step in our communication process and put it together with our affiliation with sport," Park said. "I've been calling him the Elvis of sport."
In another unusual, twist the TV ads will be purely brand rather than the sponsorship-driven style pushed by many other watch makers.
The campaign will roll out internationally with a spend of around A$500,000 (US$334,000) in Australia.
In an effort to simultaneously maintain its commitment to its Formula One sponsorship, Tag Heuer has blended car racing imagery with the new creative, using a fast chase sequence to suggest competition between golf and car racing. The spot was shot by Austrian film directors Christophe Chrudimak and Moritz Friedel and created by TBWA Paris. The film work will also be echoed by a print campaign.
The campaign will air across all commercial networks, targeting viewers aged between 25 and 45 years.
Tag Heuer is the world's fourth highest selling luxury watch brand.
