The worst brand associations feel like they've been hatched in drunken brainstorms at the end of a very long day. There seems zero reason to attach the celebrity to the product, beyond a marketing budget that urgently needs to be spent. Thankfully, TAG Heuer's decision to partner up with Kyle Chalmers isn't like that at all. In fact, it seems less like a marketing decision than intuitive common sense. Think about it, for a second. You've got a watch called the Aquaracer, so it's logical you buddy up with an Olympic gold-winning swimmer. And that's exactly what TAG Heuer have done with today's news that Kyle Chalmers has become a "friend of the brand". Chalmers stunned the world at Rio 2016 when he seemed to come out of nowhere to win the 100m Freestyle as a fresh-faced 18-year-old. Four years on, he's now got his eyes fixed on this year's Tokyo Games and the chance to consolidate his legacy as an Australian Olympic hero. TIME+TIDE: As an Olympic swimmer, it's not just a question of every second counts, it's every 100th of a second. Are you constantly aware of the clock in the pool? KYLE CHALMERS: Obviously, swimming is a…

The post "As swimmers, everything we do revolves around time" – Olympic champ Kyle Chalmers teams up with TAG Heuer appeared first on Time and Tide Watches.

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