Luxury Swiss watchmaker TAG Heuer has signed up football superstar Cristiano Ronaldo as its brand ambassador.

Ronaldo joins the company’s team of brand ambassadors including Cameron Diaz and Leonardo DiCaprio, Tennis champion Maria Sharapova, Formula One World Champion Jenson Button, World Rally Champion Sébastien Ogier and the entire crew of 2013 America’s Cup winner Oracle Team USA.

“TAG Heuer is by far the best at what it does,” said Cristiano Ronaldo, “and has been for more than 150 years… It is a great honor to be a part of such a powerful and pioneering legacy.”

While Tag Heuer has previously had a strong presence in motorsport, sailing and skiing, this is the first time the brand has entered the world of soccer.