Throughout our history, TIME FORCE has had the honor of collaborating with and being represented by a variety of prominent personalities who have enriched our universe. Both our ambassadors and special collaborations have captured and reflected the essence and DNA of TIME FORCE, each contributing their uniqueness to our brand.
1999-2000
MANOLO CARDONA
At the conclusion of Time Force's first decade, the talented Colombian actor Manolo Cardona joined our team as our first South American ambassador. Although his career was still in its early stages, his success mirrored the upward trajectory of our brand.
Thanks to our shared vision and perseverance, Cardona became an iconic representative of Time Force in its early years. This prominent role in his beginnings earned him the Best Actor award in Colombia in 2000. His influence on Time Force was so significant that it revolutionized our advertising strategy throughout the following decade.
2006-2009
RAFAEL NADAL
Before being ranked as the world’s number 2 in men’s singles tennis by the Association of Tennis Professionals, the young Rafael Nadal was in the midst of fighting to boost his professional career.
TIME FORCE recognized Nadal's immense potential and was impressed by his unmatched determination, competitive spirit, passion, and unique style. He was soon seen as the living embodiment of TIME FORCE’s values. In 2007, Rafael Nadal became our second ambassador. Shortly after announcing our collaboration, Nadal reached one of the greatest milestones of his career, solidifying himself as one of the best tennis players in the world.
2006-2007
PAU GASOL
During the same period when Rafael Nadal was a TIME FORCE ambassador, the idea emerged to bring in another rising sports star: basketball player Pau Gasol, another standout young Spaniard, whose relentless spirit embodied the brand's core values alongside Nadal.
This strategy marked a clear shift toward sports and entertainment in TIME FORCE’s visibility. Both ambassadors provided the brand with unprecedented recognition, featuring in numerous national and international TV advertisements as their careers continued to rise. This exciting and fruitful synergy paved the way for a new chapter in our history.
2007-2012
ELSA PATAKY
Around the same time that Rafael Nadal and Pau Gasol joined the brand, TIME FORCE introduced its female version by bringing in Elsa Pataky. This renowned Spanish actress, whose professional career was on a rapid rise, became a source of inspiration for TIME FORCE. Her undeniable class, elegance, and style perfectly embodied the qualities the brand sought to attract a female audience.
Pataky's true impact as an ambassador became evident with the launch of an advertising campaign in which she starred alongside Cristiano Ronaldo. In this campaign, both ambassadors showcased their new jewelry collections, each reflecting their distinctive personalities. Elsa Pataky's collection was named 'Ultimate Jewels.' Simultaneously, her acting career took a major leap when she portrayed Elena Neves in her first appearance in the blockbuster saga The Fast and the Furious.
2009 SPECIAL COLECTION
HANNAH MONTANA
Time Force took an unexpected turn with one of its collections by launching a line of watches inspired by Hannah Montana. Although Hannah Montana is a fictional character portrayed by renowned actress and songwriter Miley Cyrus, this initiative surprised many, especially since Time Force had been predominantly a masculine and sporty brand. The goal was to capture the attention of a younger audience, aged 8 to 12.
This addition marked a milestone for Time Force, as it was the first time the brand directly targeted a young female audience, unrelated to sports. It was also the first time Time Force collaborated with Disney Enterprises, Inc.
2010-2011
GERARD PIQUÉ
Recognizing the positive impact that figures like Rafael Nadal and Pau Gasol had on the brand's identity and visibility, TIME FORCE decided to broaden its focus by including prominent athletes from the most popular and relevant sport in the world: football.
Two years before our collaboration, Gerard Piqué had returned to FC Barcelona, his home team, and led them to multiple victories. Piqué's involvement in the history of TIME FORCE was pivotal, as it marked the first time that a sport with such a massive following became part of our brand universe. His widely recognized and admired name brought a new level of prestige and dimension to our brand.
2010-2012
CRISTIANO RONALDO
Aiming to continue captivating the sports audience and expand our presence beyond FC Barcelona, TIME FORCE brought on one of the most influential figures in the history of football and Real Madrid. His determination, passion, precision, and style perfectly embodied the brand at its highest expression.
With our masculine and feminine image already established, along with Elsa Pataky, we launched a campaign similar to those of Rafael Nadal and Pau Gasol, but with a stronger focus on luxury. This campaign featured new jewelry collections, each designed to highlight the unique personality of each ambassador.
During our collaboration with Cristiano Ronaldo, his dedication to the sport led him to win his first FIFA Ballon d'Or.
2012
ALBERTO CONTADOR
As we celebrate the beginning of the third decade in TIME FORCE's history, a phase marked by collaborations with prominent figures in football, tennis, and entertainment, we take a new direction by introducing an iconic figure from the world of cycling. Alberto Contador, renowned for his perseverance and tenacity, becomes the natural successor to Lance Armstrong.
Contador, a two-time Tour de France and Giro d’Italia champion, three-time Vuelta a España winner, and one of only seven cyclists in history to win all three Grand Tours, has also been awarded the prestigious Vélo d'Or four times, standing out for his remarkable achievements.
Like his predecessors at TIME FORCE, Contador's legacy embodies the values of precision, determination, relentlessness, and vision that have defined the brand since its inception. Through Alberto Contador, these attributes are brought to life at their highest expression.
2014-2017
OSCAR CÓRDOBA
For the second time in our lineup of iconic figures, Time Force welcomes a second Colombian with an outstanding sports career and values that resonate with the brand.
Óscar Córdoba, former goalkeeper for the Colombian national soccer team and player for international teams in Italy, Argentina, and Turkey, becomes the first retired ambassador to join our universe. Córdoba has been pivotal in positioning Time Force, not only for his prestigious role as an ambassador but also for consistently maintaining a positive image and representing the brand's values.
His inclusion has helped connect with a generation that shares affinities with the principles of Time Force since 1991, the same era in which his career began, paralleling ours. Throughout our collaboration, even though his professional career was off the field, Córdoba continued to be an active and influential figure in the media and sports, his great passion.