GENEVA - Swiss watchmaker Tag Heuer says it's ended its 10-year commercial relationship with Tiger Woods and hopes he can "overcome his difficulties."

Tag Heuer chief executive Jean-Christophe Babin says in a statement the company is "confident that Tiger will eventually regain full trust with the public."

Woods has "huge talent and mental strength (which) will help him overcome his difficulties," Babin says.

Tag Heuer stopped promoting Woods' image in the United States in December 2009, weeks after revelations about his marital problems began to emerge.

Babin said then Tag Heuer had to "take account of the sensitivity of some consumers."

Tag Heuer will continue to support Woods's charitable foundation through sales of a watch he designed.