News 
At the 87th Geneva International Motor Show, TAG Heuer revealed its move into the world of e-gaming.
On the TAG Heuer stand, Jean-Claude Biver, CEO of the firm based in La Chaux-de-Fonds and Chairman of the LVMG Group Watches Division, together with Kazunori Yamauchi, Senior Vice-President of Sony Interactive Entertainment Inc., explained the background to this new partnership. TAG Heuer will be the official timekeeper to the famous Gran Turismo motor racing game. Polyphony Digital has in fact incorporated TAG Heuer’s timekeeping technology into the game, so contributing unrivalled timing solutions to the race experience.
At the end of December, more than 76,910,000 copies of this game had been sold worldwide by the Gran Turismo franchise and the latest version - Gran Turismo Sport - will be launched in 2017 on PlayStation4. This is the first time that the game has been associated with a watch company and TAG Heuer is proud to have been chosen. By the same token, it is also the first time that a brand has been associated with a motor racing video game.
A small historical note: a TAG Heuer was the first watch ever worn by Kazunori Yamauchi some years ago. That is why he instinctively turned to the Swiss brand when he needed to find a watch industry partner.
Jean-Claude Biver commented: «The history of TAG Heuer is closely bound up with the motor racing world and I am very proud to associate our brand with this union of e-gaming and the automobile universe. Thanks to this new partnership, TAG Heuer will be seen on screens in millions of homes across the world; this will enable the brand to connect more closely with the younger generations than ever before.»
After the immense success of the two previous editions, TAG Heuer put on a unique exhibition of exceptional cars at the International Motor Show for the third year in succession. Visitors had an opportunity to discover the different partnerships of the brand based in La Chaux-de-Fonds in this particular world. Dream cars were displayed on the stand, including a Porsche 911R, a world first for its unique and unprecedented design by the manufacturer, the F1 Red Bull Racing Team TAG Heuer show car and the show car for the FIA Formula E Championship of which TAG Heuer is the founding partner and official timekeeper (first 100% electric single seater championship) and the Audi R8 LMS 2015 No. 28.
Five exclusive race simulators enabled visitors to put the famous slogan #DontCrackUnderPressure into practice through immersion into the new Gran Turismo Sport Season 7 universe. A pop-up store showcasing the new watch collection, a bar open to the general public, two VIP lounges, a big screen and a container with the new «Samsung Gear VR» presenting the different brand universes enlivened the stand throughout the event.
March 23, 2017