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TAG Heuer


TAG Heuer is the proud Official Timekeeper for the Premier League, having become a partner of the League in 2016.

Twenty teams, all their matches are on TAG Heuer time, both on pitch and on TV broadcasts across the globe in 185 countries.

On the field, the substitute’s boards are shaped like a TAG Heuer Carrera watch with a tachometer scale, and bear the name of the Swiss watch brand.

The referees also sport the TAG Heuer Connected smart watch, with a dedicated application.

TAG Heuer's motto, #DontCrackUnderPressure, is featured across all of the Premier League’s digital platforms, including the website and social media channels.

Founded in 1860 by Edouard Heuer in the Jura Mountains of Switzerland, TAG Heuer has since then brought to the watchmaking world major technical innovations, ultimate accuracy and passion for disruptive design.

Headquartered in La Chaux-de-Fonds, TAG Heuer operates in four production sites – mastering the whole watchmaking process – and is represented on all continents through 4,500 points of sale, including 170 TAG Heuer boutiques that are now directly available on in selected countries.

TAG Heuer timepieces are designed for those who love challenges. TAG Heuer's influence is enhanced by its unique communication based on three pillars: sport, lifestyle and heritage, embodying its legacy and DNA.

The company's partnerships and ambassadors illustrate its open-minded and open-door culture, with the most prestigious and avant-garde names teaming up with TAG Heuer: the Aston Martin Red Bull Racing Formula One team, the Formula 1 Monaco Grand Prix, the Formula E championship, the biggest football leagues in Europe, the Americas and Asia, Manchester United, trendsetter Cara Delevingne, and actors Chris Hemsworth and Patrick Dempsey.

TAG Heuer is part of the LVMH Group.

For more information on TAG Heuer, please visit