By now we’ve all heard the infamous voicemail message allegedly left by Tiger Woods to the woman that he has been having an affair with. She claims to have hundreds of text messages from him; all saved.

The crashing of his car a few days ago was said to be in reaction to his emotions and a fight with his wife, etc. He has made an apology through his website: “I am dealing with my behaviour and personal failings behind closed doors with my family,” it said. “Those feelings should be shared by us alone.”

Up until now Tiger has maintained a perfect image as a professional athlete, family man, legendary golfer, respectable toward the press and more. All this has made him valuable in the eyes of sponsors, which in turn has made Tiger a rich guy; valued at $1 billion dollars. So, now the question is: Will his sponsors keep him?

This is a question that TAG Heuer must think about and answer. On its official website TAG states “it is both his character and his achievements that make Tiger Woods unique. His personal obsession with results and perfection, his ability to withstand pressure, to meet expectations and exceed them, but also his love of discipline – all this makes him a natural partner for the brand.”

TAG Heuer even made a men’s watch just for Tiger, called the Professional Golf Watch. Developed and worn by Tiger Woods you can be sure that this watch has sold well, as have other TAG Heuer watches that Tiger has promoted or been seen wearing.

A comparable incident happened with Michael Phelps when he was photographed smoking pot; Omega watches stood by him. And who knows, but it’s possible that the “bad” press could have upped watch sales. Perhaps TAG Heuer will look to Omega for advice on how to handle this delicate situation.