PORTLAND, Ore. — Swiss watch maker Tag Heuer said today it will "downscale" its use of golfer Tiger Woods' image in its advertising campaigns for the future.

The company said it will continue its relationship with Woods but is modifying its marketing programs in certain regions out of respect for his request for privacy.

How long the change will last depends on Woods' decision about returning to professional golf, the company said. Woods has been a pitchman for Tag Heuer since 2002.

The company said it will continue to support Woods' charitable foundation, which is based in Irvine, Calif.

After initially standing by Woods, the company moderated its support Monday by saying it would assess its relationship with the world's highest-earning athlete.

The Swiss company, a unit of luxury goods empire LVMH Moet Hennessy Louis Vuitton, is at least the third sponsor to back away from Woods since his admission of extramarital "transgressions."