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1 November 2016

TAG Heuer Announce Premier League Partnership

By: Amy Brennan-Stephenson

TAG Heuer Announce Premier League Partnership
Avant-garde Swiss watch giants and DMR partner, TAG Heuer, have announced they are to be the official timekeepers of the English Premier League as of August 2016.


Announced at two simultaneous events in Hong Kong and London, all Premier League football games and broadcasts across 730 million homes in 185 countries will run on TAG Heuer time. As well as broadcasts displaying the TAG Heuer logo, the referees will be sporting the TAG Heuer Connected Smartwatch and all fourth officials will be using a specially designed TAG Heuer Carrera substitution board.

It’s an exciting time for the swiss watchmakers, with their portfolio already including the German Bundesliga, the American Major Soccer League, the Chinese Football Association Super League, the Australian National Football team and the 2016 Copa America. Now, they have added the most followed football league in the world to that impressive list.

“Our partnership with the Premier League seals the important and strong involvement in football of TAG Heuer. We are particularly proud and pleased about this partnership, as it will be key in the promotion of our brand and its football activities in Asia and in the whole world.”

CEO of TAG Heuer, Jean-Claude Biver, spoke of how the partnership solidified TAG’s strong involvement in football and will be “key in the promotion of our brand and its football activities in Asia and in the whole world.”

As for the Carrera substitution board, it’s a fantastic idea and of course there was no better model to use than TAG’s most recognisable timepiece. It even comes complete with the tachymetre bezel. The TAG Heuer connected smartwatch that all referees will be wearing during games was developed in conjunction with Intel and Google Android Wear.

It’s an exciting time for TAG Heuer and the EPL and we cannot wait to see all the new gear in action when the 2016/2017 season starts later this summer.

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