Concord ambassador Álvaro Quirós wearing a Concord watch

Late in 2011, Concord announced that they were joining forces with a new celebrity brand ambassador, and that ambassador is professional golfer Álvaro Quirós. The pairing is an apt one, as Concord’s playful inventiveness is one of its strong points, just like Quirós’ reputation has, over his career on the professional circuit, become one of a relaxed but extremely powerful individual. Quirós recently had the pleasure of showing exactly what he is capable of on the links when he won all three European Tour desert events, earning the 28-year-old a place in golf history as the first golfer to do so.

According to Concord’s website, “in the closing event of the PGA European Tour, the Dubai World Championship, Spanish golfer Álvaro Quirós – who signed a partnership agreement with Concord in September 2011 – made a magnificent showing to win the title on Sunday December 11th. He finished at 19 under par after carding successive rounds of 68, 64, 70 and 67, ahead of a star-studded field including world number 1 Luke Donald, who took third place.” Concord has surely chosen just the kind of talented, driven fresh face that they hoped for.

Quirós turned professional in 2004 and has earned multiple titles since then, including first place finishes in the Portugal Masters and the Commercialbank Qatar Masters. In 2011, he tied for 27th place in The Masters and tied for 54th in the U.S. Open.

Quirós decided to become the face of Concord in part because he “likes the design of Concord watches because they are very elegant while still young and fresh,” as the golfer has said in the past.

According to a press release on the Concord site, the watch brand has been exceedingly supportive of their new face. When Quirós officially earned his title, “the brand’s agent in Dubai, Ahmed Seddiqi represented by Mr Mohammed Seddiqi, CEO Christophe Nicaise and Concord Regional Sales Manager Abdallah Mouaffak made a point of personally visiting the event to congratulate Quirós on his stellar performance.”

Not only is Quirós representing Concord in a very favorable light, but his success has afforded the brand the chance to show its fans just the kind of people that run the company. If their enthusiasm for Quirós’ success is any indicator, they are just the kind of genuine individuals watch-wearers can feel confident in supporting.