TAG Heuer joins the Premier League

Categories Watches

In Hong Kong and London, TAG Heuer unveiled its role as the official timekeeper of the English Premier League.

TAG Heuer has announced it is now the official timekeeper and official watch of the English Premier League, a role it already performs in the German Bundesliga, MLS (Major Soccer League) in the USA, the 2016 Copa America which will take place in the USA in June, the Chinese Football Association Super League, and the Australian National Football team.

In simultaneous announcements held in London and Hong Kong, TAG Heuer boss Jean-Claude Biver announced that the Premier League – broadcast around the world in 185 countries – will now run on TAG Heuer time.

Jean-Claude Biver and Peter Schmeichel.


On the field, the fourth official’s boards will now be shaped like a TAG Heuer Carrera watch, , while the referees will be sporting the TAG Heuer Connected smartwatch and during TV broadcasts, the TAG Heuer logo will also appear on screen.

Man of the moment, Leicester manager Claudio Rainieri, was in attendance for the London announcement, while Premier League legend Peter Schmeichel joined Mr Biver in Hong Kong.

Claudio Rainieri (left) with TAG Heuer and Premier League executives in the UK.