Swiss watchmaker Tag Heuer said it would not use Tiger Woods, who has admitted to marital infidelity, in its advertising in "certain markets" to respect the golfer's desire for privacy.

"The partnership with Tiger Woods will continue, but we will downscale the use of his image in certain markets for a period of time, depending on his decision about returning to professional golf," Tag Heuer's Chief Executive Jean-Christophe Babin said in a statement.

The company, a unit of LVMH Moet Hennessy Louis Vuitton, said it was standing by the world's No.1 golfer, who last week said he was taking an indefinite break from pro golf.

Babin told the Swiss daily Le Matin that the company would no longer use Woods's image in its US advertising for an indefinite period, preferring to use other celebrities like actor Leonardo DiCaprio.

Tag Heuer, which previously said it was assessing its relationship with Woods, became the latest company to distance itself from the golfer.

Last week, Accenture ended its endorsement deal with Woods, and Procter & Gamble Co's Gillette has dropped him from its marketing. AT&T Inc has said it is assessing its relationship with Woods.

Woods, 33, admitted last week to "infidelity" in his marriage to Elin Nordegren as allegations of multiple extra-marital affairs surfaced.

The golf icon and world's first billionaire athlete, said he would take an indefinite break from pro golf to try to save his marriage.

It has been estimated that Woods earned about $100 million a year in endorsements.

Player of the year

Tiger Woods picked up another golfing honour yesterday when he was named PGA Tour Player of the Year.

Woods won the award, voted by his peers on the US Tour, for the 10th time in 13 seasons, despite the recent tabloid revelations about his personal life.

The tour award came a day after Woods was voted Golfer of the Year by the Golf Writers of America.