As for Tag Heuer, on Dec. 14, 2009, its vice-president of communications, Francoise Bezzola, fueled speculation of a breakup, saying "we are not announcing that we will keep Tiger and we are not announcing we will drop Tiger Woods. We are still considering it and we haven't taken a decision yet."
Just a few days before, on December 10, 2009, the Sydney Morning Herald had reported that Tag Heuer was doing away with placards of Woods from jewelry stores across Australia. Tag Heuer said that the move had nothing to do with reports of Tiger's infidelities -- although one jewelry shop owner the paper spoke to said he received a firm order from Tag Heuer to take them down, even though he just put them up.
On Dec. 18, 2009, Tag's view on the Woods scandal apparently became clear after the company's CEO told a Swiss daily that it would be removing Woods from its advertising campaign in the U.S.But then, on the night of Dec. 21, 2009, Tag Heuer had Woods on the front of all eight of its Web sites, according to CNBC. On the TAG Heuer Watches' homepage, there was, at the time, a large image of Woods wearing a TAG watch, accompanied with the words "Tag Heuer stands with Tiger Woods."