Danica Patrick
Arguably the biggest draw in the Indy Racing League (IRL) today, Danica Patrick has joined forces with Swiss watchmaker, Tissot, as the new face of the brand. As the first female U.S. "Ambassador" for the 153-year-old brand, Patrick is slated to appear in marketing and advertising beginning in November, and her face will also grace materials at all of the brand's points of sale. The first ad (pictured above), features Patrick wearing a Tissot T-Touch watch.

Arguably the biggest draw in the Indy Racing League (IRL) today, Danica Patrick has joined forces with premier Swiss watchmaker, Tissot, as the new face of the brand. As the first female U.S. "Ambassador" for the 153-year-old brand, Patrick is slated to appear in marketing and advertising beginning in November, and her face will grace materials at all of the brand's points of sale.

Firsts are a way of life for Patrick. She was the first woman to ever lead the Indy 500 for a lap, and she finished fourth, the highest ever finish by a woman driver at the Indy 500. She was also the first woman to capture a podium result in the history of the Atlantic Series in Monterey in 2003, where she finished third. Now, she adds a new first to her life, as the first female U.S. "Ambassador" for Tissot.

In this role, Patrick will expose her many faces to the world, while showcasing Tissot's newest product lines. As both a racecar driver and a trendy woman on the town, Patrick has a diverse lifestyle that reflects Tissot's current product line. Tissot's models include sports watches, fashionable watches and even high-tech pieces. The different faces of Tissot perfectly reflect each aspect of Patrick's life.

"As an IRL driver, keeping track of time is a big part of my life - it's what I race against and race for. Even when I'm not on the track, I keep track of time, and the first high-quality watch I bought when I started racing professionally was a Tissot. My familiarity with the brand makes this partnership feel natural," said Patrick.

Patrick's feats on the racetrack make her the perfect living illustration of Tissot's claim of performance by tradition and the brand's values of innovation, precision and pushing yourself to your limits. Patrick's image will appear in all stores that carry Tissot products starting in December and will also begin appearing in print ads and billboards beginning in November.