Royalties go toward DiCaprio's favorite environmental charities

Replacing Brad Pitt as celebrity ambassador for luxury Swiss watchmaker Tag Heuer,  Leonardo DiCaprio promotes more than timeless timepieces.

His valuable visage will be used to promote a cause long important to the actor – environmentalism.  Royalties resulting from his deal with Tag will benefit Green Cross International and the Natural Resources Defense Council. Both charities will also be tagged in the ads, creating much-needed publicity and awareness of the organizations.

The actor is quoted on tagheuer.com:  “ TAG Heuer and I will be making donations to NRDC and Green Cross International, two of the most influential and effective environmental organizations around” says DiCaprio. “Each and every day, these organizations are doing important work to ensure our planet’s resources for future generations.  Hopefully, our donations will help expand their reach and raise their profile.”

The Natural Resources Defense Council (of which DiCaprio is a board member) is an international non-profit dedicated to promoting conservation of the natural environment.  In 2001, Worth Magazine named it one of the top 100 charities in the US.

Entry-level pricing for a Tag watch starts at a little less than 2k and escalates from there. Tag is owned by LVMH and has been in existence for almost 150 years.