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The Future of Tag Heuer: Maria Sharapova

It has been a decade since the 27-year-old Russian tennis star appeared in her first Tag Heuer campaign. She shares her thoughts on timepieces, thriving under pressure and life after tennis.

You’ve worked with Tag Heuer since you were 17. You must have a pretty solid collection of watches by the brand…

A watch has been my go-to (accessory) since I was a teenager. I’ve collected dozens of Tag Heuer watches over the years, but I have a few favourites. My all-time favourite is a men’s Carrera watch. It’s a statement piece you can wear on its own, and from day to night. Another one I like is the women’s Formula One steel and ceramic watch.

The new Tag Heuer campaign is about thriving under pressure. After all these years, how do you feel stepping onto the tennis court?

Usually, what scares me are little things like bugs. (Laughs.) Pressure is part of my life; I’ve faced going out in front of thousands of people on so many occasions. I think it’s always about how you handle it mentally and accept the challenges in front of you. This is how I position it in my mind: When I’m walking out onto the court, I think, this is what I’ve really worked hard for, and spent so many hours training for – so it’s just a really nice reward.

Are you already planning for life after tennis?

I’ve built (premium candy line) Sugarpova over the last couple of years, and it’s now in many countries around the world. I will develop it even more when I finish my (tennis) career and have more time to spend on it. I want to build Sugarpova into a lifestyle brand, to include other things such as clothes and accessories, and not just candy.