TAG Heuer timekeeper of the Premier League

Already the Official Timekeeper for the German Bundesliga, MLS (Major League Soccer) in the USA, the 2016 Copa America which will take place in the USA in June, the Chinese Football Association Super League, and the Australian National Football team, TAG Heuer is now also the partner of the prestigious English Championship.

On the 26^th April, the new partnership between the Premier League and TAG Heuer was jointly unveiled in simultaneous announcements which took place in London and Hong Kong. A duplex connection enabled communication between the two events. In Hong Kong, Jean-Claude Biver, CEO of TAG Heuer and President of the LVMH Group Watch Division, symbolically sealed the deal with Tom Greenwood representing the Premier League, and the Premier League legend Peter Schmeichel, around a wheel of the Alpine cheese Mr Biver produces on his pasture in Switzerland, in the company of guests.

The ceremony took place in the Four Seasons Hotel, and clearly demonstrated that English football is as popular in Asia as it is back home in the UK. In London, Richard Masters, Managing Director of the Premier League, Rob Diver, Managing Director of TAG Heuer UK, and Mike Riley, General Manager of the League’s referees simultaneously sealed the deal at Café Royal in the heart of the capital.

On the field, the fourth official’s boards will now be shaped like a TAG Heuer Carrera watch, and will bear the name of the Swiss watch brand. The referees will be sporting the TAG Heuer Connected smartwatch. During TV broadcasts, the TAG Heuer logo will also appear on screen.

May 12, 2016