TAG Heuer calls time for Premier League referees with Connected smartwatches

The Premier League’s lucrative relationship with luxury Swiss watch brands has extended to the wrists of every referees, who will all wear TAG Heuer smartwatches this season.

The company has worked with the the league’s officials to create smart watch app for its Connected watches that  track the natural rhythm of a game of football, covering both 45-minute halves, including stoppage time, as well as the 15-minute half-time rest period and extra time where it’s required.

It has been designed to be user-friendly and safe, with gestures that mean referees can focus on the game without fearing they have accidentally stopped the time.

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Jean-Claude Biver, TAG Heuer’s chief executive says the Connected smartwatches and the app is not a gimmick. “This is a real tool that referees can and will actually use during games. It takes advantage of the Connected watch’s sophisticated technology, which we developed at TAG Heuer with our partners Intel and Google. Because every detail of the referee app has been thought through with Premier League referees, I have no doubt that this will be a useful tool. TAG Heuer is extremely proud to be working with the Premier League and its officials and to provide referees with Connected watches, which combine the best of Swiss watchmaking with the best of Silicon Valley,” he adds.


Mike Riley, former Premier League referee and General Manager of the Professional Game Match Officials Limited agrees that the smartwatch and its app will help match officials. “Refereeing a Premier League game has never been more demanding than it is now, with every refereeing decision heavily scrutinised. The introduction of the TAG Heuer Connected and the TAG Heuer referee app makes the job that much simpler. Knowing they have an accurate, reliable, high-functioning device on their wrist to keep track of game time will give referees extra confidence and leave them to focus on the running of the match,” states.

As part of the partnership, football fans will also be able to download a a Premier League watch dial to their smartwatches.



One Comment;

  1. Richard said:

    I do believe TAG Heuer is going in a wrong direction, which is destroying its brand images.


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