Tag Heuer plans to use Tiger Woods less in its ads

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Swiss watch maker Tag Heuer says it will "downscale" its use of golfer Tiger Woods' image in advertising campaigns for the foreseeable future.

The company said Friday that its relationship with Woods will continue, but it is modifying its advertising in certain markets out of respect for the golfer's request for privacy.

Tag Heuer, a unit of LVMH Moet Hennessy Louis Vuitton, says how long Woods' image will be absent depends on his decision about returning to professional golf. Woods has worked with Tag Heuer since 2002.

The Swiss company is the latest sponsor to back away from Woods since his admission of extramarital "transgressions" following a November car crash.

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