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Good news, watch fans: Ryan Gosling is one of us now. Four years after signing his first-ever brand sponsorship with TAG Heuer, the actor said he thinks about watches almost constantly these days—a condition for which there is unfortunately no known cure. Whether he’s watching classic movies like Casablanca or making new movies himself, he’s got timepieces on the noggin. How fortunate for us, because this newfound obsession birthed one of the most memorable horological moments in recent movie history: that time Gosling’s Ken showed up in Barbie wearing three gold watches at once.
The triple-wristing was entirely Gosling’s idea, the actor told GQ. While he was always mindful of what watches could communicate about his characters, he said, he’s gained an even deeper understanding of timepieces over the past few years. “[Through] all this talking watches over the last few years,” Gosling said, “ it’s started to occur to me that they can be helpful storytelling tools in that way.”
These days, Gosling has even more reason to have watches on his mind. Alongside Olympic hurdler Sydney McLaughlin-Levrone, the actor is the star of a new campaign for TAG, as the brand pivots from its iconic “Don’t Crack Under Pressure” tagline that debuted in the ’90s. Since we’ve learned our lesson vis-a-vis pressure, TAG is embracing a new direction with the slogan “Designed to Win.” The phrase is inspired by a quote from Ayrton Senna, the late F1 racer who famously wore TAG: “I’m not designed to come second or third, I’m designed to win.”
To mark the campaign’s launch, GQ spoke with Gosling about how his love for watches has blossomed since he first signed with TAG, the thought behind his watches in Barbie and the upcoming Project Hail Mary, and the timepiece he’s been wearing recently.
GQ: We first chatted all the way back in 2021 about you starting up this partnership. Over those four years, how has your understanding and appreciation of watches grown or changed?
Ryan Gosling: Well, it’s been an interesting journey. When we first talked, I was starting to dive into the world of watches, but I think I’ve learned a lot. I’ve learned that watches hold a lot of meaning for some people, and the community around them is just as interesting as the watches themselves. I notice watches, and watches in films, certainly so much more than I did before. I think I also kind of recognize the combination of artistry and technology—this balance between innovation and tradition. There are so many nuances and versions of them that they can end up having as unique a history as the person wearing it.
I want to talk about noticing them in films, because I heard you played a role in that moment in Barbie when your character is wearing three gold TAG watches at once. How did that come together?