In the newly created role, he will focus on bolstering coverage in the sports media.
The appointment marks an attempt to develop the brand’s press relations with lifestyle, news and sports titles.
Tag Heuer, whose PR effort was taken in-house two years ago, has traditionally tried to associate itself with demanding sporting events.
Last week, the company announced it had been appointed official timekeeper of the Indy Racing League, and in December last year Tag Heuer launched the latest version of its F1 watch at an event fronted by the brand’s international ambassador, Formula 1 driver Kimi Raikkonen.
The brand also has a long-term sponsorship agreement with US golfer Tiger Woods.
Tag Heuer was founded in Switzerland in 1860 and was acquired by LVMH in 1999.