For more than 150 years, Swiss watchmaker Heuer–Tag Heuer has created some of the highest quality timepieces in the world, but its profile is set to go to a whole new level after the brand was this year named the Official Timekeeper of the Premier League. The partnership with one of the biggest football leagues in the world is just the latest milestone in this company’s rich history.
Innovation and Ground-breaking Design
TAG Heuer’s story began when founder Edouard Heuer opened a workshop in Saint Imier in 1860. Following a century of innovation and ground-breaking design, the Swiss watchmaker then became the first in space when astronaut John Glenn used one of its stopwatches on a mission in 1962.
The company has always enjoyed a close relationship to motorsport. Evidence of this includes the development of the TAG Heuer Carrera, which was specifically created with professional drivers in mind. Steve McQueen also wore the watchmaker’s celebrated Monaco model during his role in racing film Le Mans.
Premier League Partnership
While so much of its history is in motorsport, the company’s partnership with the Premier League is a massive moment for the brand.
All of this season’s matches are being played on ‘TAG Heuer time’, while substitution boards are shaped like the TAG Heuer Carrera. Referees will also wear the TAG Heuer Connected smart watch as they work to keep things ticking over on the playing field.
Away From The Pitch
TAG Heuer is understandably proud of its links to sport, with recent designs including special edition Formula 1 timepieces celebrating the legendary Ayrton Senna and football superstar Cristiano Ronaldo.
However, there is so much more to their work, which is demonstrated by the stars who have endorsed the brand down the years. Model and actress Cara Delevingne is one of the most recent, joining the likes of Leonardo DiCaprio, Brad Pitt, Uma Thurman and Cameron Diaz in promoting the work of this distinguished Swiss watchmaker.
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