Danica, Tissot Keep Time in 'GQ'


From a dip in the pool to a night on the town, Tissot ambassador and racecar driver Danica Patrick shows off some quick-change artistry in her latest ads for the Swiss watch brand, appearing in the September issue of GQ.

The magazine's four-page advertorial spread of Patrick, titled "She's Got the Touch," shows the racing star in everything from a swimsuit to business wear to evening dress, displaying the brand's watches and Patrick's stylish side all the while.

The spread was produced by the GQ Design Group, with photographs by James White. It features Patrick in four different scenarios: sporting Tissot's "T-Touch Expert" in the pool; wearing the brand's "Generosi-T" with a suit jacket, skirt and strappy, cut-out high heels; donning the "T-Race Danica Patrick 2009 Limited Edition" with a motorcycle jacket worn over a metallic green evening dress; and wearing the "T-Touch Expert" again in a close-up embrace with model Luca Ribezzo.
"When I am not on the track, one of my biggest interests is fashion and style," said Patrick, in a statement, adding that she dreams of becoming a fashion designer with her own line of clothing, shoes and accessories.

The September issue of GQ hit newsstands in New York and Los Angeles last Tuesday, and will be distributed nationally this week.

Currently competing in the IndyCar Series, Patrick became the first woman to win an IndyCar race. Patrick placed third in the 2009 Indianapolis 500, the highest finish by a female racer in the event's history.

Patrick, who became an ambassador for the brand in 2005, bought her first Tissot watch when she was 16. Her particular favorite is the Tissot T-Touch, which features touch-screen controls.

Tissot, a 156-year-old brand, is a member of the Swatch Group and has a presence in more than 160 countries. It is also the official timekeeper and partner of Nascar, FIBA, AFL, CBA, MotoGP and the world championships of cycling, fencing and ice hockey.

Nielsen Business Media