When a celebrity "designs" a piece of merchandise or a perfume / cologne, they're usually presented with a couple of pre-designed, ready-to-produce options that they choose from, and are then paid to have their name on it. Whether TAG did this or just the latter bit I do not know.
You might have a bit better luck asking the folks at the Calibre 11 TAG Heuer forum, it's this forum's sister site so you won't even need a new login.