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TAG Heuer - New Gran Turismo Sport game's launch

TAG Heuer New Gran Turismo Sport game's launch

First ever watch partner, TAG Heuer becomes the Official Timekeeper for the world's best-selling video game.

On October 16 in Modena, historic city and cradle of Italy's motor industry, Kazunori Yamauchi, Executive Vice-President of Sony Interactive Entertainment Worldwide Studios Inc. and the game's creator, unveiled the latest version of the game for 200 members of the international press. During the event, guests were able to enter a virtual competition and drive cars made by the constructors featured in the game on the Autodromo di Modena circuit. The University of Modena awarded Kazunori Yamauchi the prestigious recognition of ‘Laurea ad Honorem’.

New Gran Turismo Sport game's launch

Virtual competition in Modena © TAG Heuer

New Gran Turismo Sport game's launch

© TAG Heuer

Polyphony Digital has integrated TAG Heuer’s Live Timing Technology into Gran Turismo Sport, providing unparalleled timing solutions within the racing experience. The Gran Turismo franchise has sold more than 76,910,000 copies worldwide, and the latest iteration in the franchise, Gran Turismo Sport, was launched on 17th October in the USA and 18th October in Europe on PlayStation 4. Always at the cutting edge of interactive entertainment, Gran Turismo has chosen TAG Heuer as the game's first ever watch partner. A double first, in fact: it is the first time the game has partnered a watch brand, and it is also the first time that a high-end watch brand has been associated with a racing video game.

New Gran Turismo Sport game's launch

© TAG Heuer

Physically, on the circuits, at Championship venues and in front rooms, on-screen and on consoles, with seamless integration of the brand, TAG Heuer is open to new opportunities and is tracking the very latest developments. The association between TAG Heuer and Gran Turismo is the most natural of partnerships, since TAG Heuer has been supporting major motor racing teams, with a presence on the most famous circuits, ever since it was founded.

New Gran Turismo Sport game's launch

Jean-Claude Biver, TAG Heuer CEO, with Kazunori Yamauchi, the game's creator © TAG Heuer

Fittingly, when deciding to wear a watch for the first time in many years, Kazunori Yamauchi chose a TAG Heuer… He was instinctively drawn to the Swiss brand when the search for a watch partner was first mooted, to bring the game in line with all the major racing events across the world. As part of this new partnership, TAG Heuer has become the first Official Timekeeper and Official Watch for the new Gran Turismo Sport which will integrate the watch brand on its screens. The brand will be visible, as in races sponsored by TAG Heuer at every stage of the official timekeeping, at the trackside as well as in the rankings and the countdown.

New Gran Turismo Sport game's launch

Rankings © TAG Heuer

New Gran Turismo Sport game's launch

Countdown © TAG Heuer

One of the most innovative features in Gran Turismo Sport is the TAG Heuer Museum, where players can learn about historical events in the arts, geopolitics, the automotive world and the TAG Heuer brand. Each Museum "story" is brought to life by imagery and text. Gran Turismo Sport also includes an area called "Brand Central", where users can discover the values of TAG Heuer. An important and unique communication opportunity for the Swiss watch brand within Gran Turismo Sport, reaching millions of players around the world.

New Gran Turismo Sport game's launch

© TAG Heuer

New Gran Turismo Sport game's launch

© TAG Heuer

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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