TAG Heuer has announced a new partnership with one of the entertainment world’s most infamous games, Gran Turismo Sport.
CEO Jean-Claude Biver made the partnership so the brand can continue to connect with the youth of today, keeping more closely in touch with the 21st century and its trends.
The watch brand will be the official time keeper of the game and the creator of the game, Polyphony Digital, has integrated TAG Heuer’s Live Timing Technology into Gran Turismo Sport, providing timing solutions within the racing experience.
The Gran Turismo franchise has sold 76,910,000 copies worldwide, and the latest iteration in the franchise, Gran Turismo Sport, is due to launch in 2017 on PlayStation 4.
Gran Turismo Sport has chosen TAG Heuer as the game’s first ever watch partner. It is also the first time TAG Heuer has partnered with a leading videogame publisher.
The partnership was unveiled at the 87th Geneva International Motor Show, at the TAG Heuer stand, surrounded by racing cars, including showcars from the F1 Red Bull Racing Team and FIA Formula e Championship, both of which are partnered by TAG Heuer.
Jean-Claude Biver commented: “TAG Heuer’s history is intertwined with the world of motor racing. I am very proud to announce our brand’s association with the world of digital entertainment. TAG Heuer’s integration into Gran Turismo Sport powers us with great pride. It is a first for a watch brand. We share the same passion and, thanks to this new partnership, TAG Heuer will appear on millions of screens in homes across the world, enabling us to be better connected to the younger generations than ever before.”