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Prime Position: TAG Heuer Partners With The Premier League

Watches and soccer - every bloke's dream come true.

In a winning move, Swiss watchmaker TAG Heuer has been named the Official Timekeeper and Watch of the Premier League. Already the Official Timekeeper for the Bundesliga, MLS, Chinese Football Association Super League, the Australian National Football team and the 2016 Copa America, the latest appointment adds another feather to TAG Heuer’s sporty cap.

In simultaneous announcements taking place both in Hong Kong and London, both sides were able to communicate via a duplex connection. TAG Heuer CEO Jean-Claude Biver sealed the deal in Hong Kong with the Premier League’s Tom Greenwood and legendary goalie Peter Schmeichel around a wheel of Swiss cheese from Biver’s pasture in Switzerland.

Over in London, the Premier League’s MD Richard Masters, TAG Heuer UK’s MD Rob Diver and GM of the Premier League’s referees, Mike Riley, did the same (sans cheese), cheered on by guests like Leicester City manager Claudio Ranieri.


The deal will see TAG Heuer’s name emblazoned on all the fourth official’s boards and appear during match broadcasts to 730 million homes in 185 countries. Brand motto #DontCrackUnderPressure will also be highlighted in all digital platforms of the Premier League. To keep up with the action on the pitch, referees will don the TAG Heuer Connected, a new smartwatch from the luxury watchmaker. Just makes you want to be a referee now, doesn’t it?



Ex Managing Editor

Like most people these days, Melissa tells the time with her phone. She considers serious timepieces works of art and thinks the perpetual calendar is the handiest complication to date (pun not intended). She's also a Grammar Nazi but promises not to judge if you can't tell the difference between "guilloche" and "guillotine".

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