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TAG Heuer - Multiple partnerships

TAG Heuer Multiple partnerships

TAG Heuer increases its visibility in the world of football with partnerships with the Bundesliga, the Premier League and many others. At the same time, it is also the official watch of the Coachella Valley Music & Arts Festival.

football has a new official timekeeper

In August 2015, TAG Heuer announced its partnership with the Bundesliga, thus becoming the first official timekeeper and official watch of the famous German national football championship for a three-year period. The brand from La Chaux-de-Fonds already caused a sensation with this move, since Bundesliga matches are broadcast in 208 countries around the world. But TAG Heuer did not stop there and followed up by announcing several other international football partnerships. This year, the Swiss watch brand is the official timekeeper and official watch of Major League Soccer (MLS), the North American championship, as well as of the American Football Association and the Professional Referee Association (PRO). In addition, the avant-garde Swiss watchmaker has also signed agreements with the Chinese Football Association Super League in China and the Australian national team, the Caltex Socceroos, further reinforcing its dominant position in timekeeping for football teams and leagues around the world. Last but not least, TAG Heuer has inked one of the most important partnerships in its history with the Premier League, the top English football division and the world’s most widely watched championship. The 20 teams, the referees and all matches broadcast in 185 countries will be ticking to TAG Heuer time as of next season. On the pitch, the fourth official’s boards will now be shaped like a Carrera watch and will bear the name of the Swiss brand, while referees will be sporting the Tag Heuer connected smartwatch.

TAG Heuer - GMT XXL 2016

Alongside these partnerships, TAG Heuer’s roster of ambassadors also includes football superstar Cristiano Ronaldo, three-time winner of the FIFA Ballon d’Or, Real Madrid winger and captain of the Portuguese team for the UEFA European Football Championship in France. TAG Heuer recently welcomed the manager of Leicester City, the reigning Premier League champion Claudio Ranieri, into this prestigious “ambassadors family circle”.

Carrera Heuer-01

The TAG Heuer Chronograph in-house signature Carrera - Heuer 01 was first presented at Baselworld 2015. The cornerstone of a collection destined to grow, this model is innovative on several levels. First of all, its modular 12-part case comes in an infinite variety of materials, colors and finishes. Its supremely clean design of the openworked dial reveals the chronograph controls and the skeletonized date disk, thereby accentuating the modern, high-tech nature of this watch. Visible on the back, the red column wheel, the skeleton chronograph bridge and the black oscillating weight also provide opportunities to admire the mechanism. Finally, the Carrera Heuer - 01 is equipped with the new in-house Calibre Heuer 01 developed on the basis of the 1887 movement.

The perceived value of TAG Heuer watches, starting with chronographs, is three to four times superior to their price.

This year, several references are enriching this sophisticated contemporary line, thereby satisfying a wide range of tastes. On the first all-black version, the case, bezel, lugs and middle – meaning all the parts exposed to friction – are made of ceramic in order to reduce marks of wear. To guarantee water resistance to 100 meters and enable the seals to fulfil their purpose, all the functional parts of the watch are made of steel. The second model combines pink gold and titanium, for a casual chic look. Finally, a steel version with a blue rubber strap rounds off the range. The distinctive Carrera - Heuer 01 will appeal to devotees of resolutely modern chronographs.

TAG Heuer Carrera-Heuer 01

Carrera - Heuer 01
Case: modular with 12 elements in steel, ceramic, or titanium and 18K 5N pink gold with alternating finishes, anti- glare sapphire crystal, sapphire caseback, water- resistant to 100 meters
Diameter : 45mm
Movement : mechanical self-winding (Calibre Heuer 01), 50h power reserve
Functions : hours, minutes, small seconds, date, chronograph
Dial : skeletonized with three counters, satin- brushed and polished hand-applied indexes with luminescent markers, skeleton brushed black upper movement bridge, polished and sandblasted hours/minutes hands with luminescent markers

Strap : rubber, folding clasp in black titanium carbide-coated titanium, equipped with safety push-buttons

TAG Heuer EMeds its image among Millennials through its partnership with coachella

Since its first edition in 1999, the Coachella Valley Music & Arts Festival has been enjoying ever greater popularity and is now a can’t-miss venue on the worldwide musical scene that attracts hundreds of thousands of spectators who dance to the sound of international artists performing in the desert around Palm Springs, California. This year, TAG Heuer joined the Coachella phenomenon as Official Watch for the event. This partnership highlights the disruptive strategy pursued by the watch brand, which aims to broaden its audiences, notably by addressing a younger audience, as confirmed by Jean-Claude Biver, CEO of TAG Heuer and President of the LVMH Group Watches Division : “We’ve connected with new fans of TAG Heuer through our support of musical events and talents, and our ability to communicate with a younger generation will be fur- thered by this partnership”. Amid an extremely laid-back atmosphere, festival-goers enjoyed a chance to view the latest TAG Heuer models. Coinciding with the event, the brand also unveiled the latest Aquaracer 300M version. Sporty and efficient, as well as elegant and relaxed, this model is the ideal companion for a trip to the California desert.

TAG Heuer Aquaracer 300M

Aquaracer 300M
Case : Black titanium carbide-coated steel, Anti- reflective scratch resistant sapphire crystal, Unidirectional turning bezel with black faceted ceramic inlay, water resistant to 300 meters
Diameter : 45mm
Movement : automatic Calibre 5 with date
Functions : hours, minutes, seconds, date
Dial : matt black dial with horizontal streak effect, sand hand- applied polished and faceted indexes/hour and minute hands with gray luminescent markers, polished and faceted hour and minute hands, orange lacquered central seconds hand, date window at 3 o’clock with a magnifying lens
Strap : Sand strap with white stitching secured by a black titanium carbide-coated titanium folding clasp with safety push-buttons


The brand

Over 150 years of watchmaking savoir-faire and technical innovation have made TAG Heuer a global reference in avant-garde sports watches. As it tracked the rise of sports demanding increasingly precise timekeeping, TAG Heuer continually developed its unique capabilities through a long-term vision of what watchmaking is today, and what it will look like tomorrow.

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