TAG Heuer Celebrates the MLS All-Stars

Photo Credit: Kelly Sullivan/Gettty Images for Tag Heuer

TAG Heuer celebrated its recent partnership with the MLS as the official timekeeper of Major League Soccer by representing at the MLS All-Stars vs. English Premier League Arsenal on July 28th.

Before the game began at San Jose’s Avaya Stadium, the high-end Swiss watch brand challenged soccer fans to participate in the #Don’tCrackUnderPressure competition in its dedicated VIP sponsor area. Contestants battled against each other in a series of timed shoot outs, with San Jose Earthquakes Midfielder Tommy Thomson acting as coach. European soccer legend Raul Gonzales Blanco, a former striker at Real Madrid, representing the Spanish Liga, also attended the challenge.

After the challenge, President of Tag Heuer North America Kilian Muller presented Blanco with a Tag Heuer Aquaracer 300m.

After the challenge, the game began, where guests of Tag were offered VIP seats from its premium box, inches away from the pitch.

The MLS All-Stars and Arsenal battled squared off for a heated game, which the Brits won (2 – 1). TAG Heuer had a significant presence throughout the game, with branding on the field and most notably, the MLS substitution board was constructed to mimic the shape and details of the Connected Watch,TAG’s innovative smart watch.  

The All-Star match is just the latest in a series of TAG-hosted events with Major League Soccer. The partnership was officially announced on March 6, the official start date of the MLS’ 21st season, when TAG was named the Official Watch and Official Timekeeper of MLS and PRO (Professional Referee Organization), the organization responsible for managing the referee and assistant referee program in professional soccer leagues in the United States and Canada. During MLS games, PRO referees will wear a Connected Watch.

Photo Credit: Kelly Sullivan/Gettty Images for Tag Heuer

Most recently, the LVMH brand was also appointed the new Official Timekeeper and Global Partner of British team Manchester United, expanding their reach to 659 million followers worldwide. When the team returns to launch its Premier League campaign for 2016/17, TAG will feature on digital advertising boards at Old Trafford. Specially-crafted TAG Heuer timepieces will be displayed around Manchester United’s stadium, including in the team’s dressing room, as well as the club’s Aon Training Complex and its offices in Manchester, London and Hong Kong.

TAG Heuer branding and its brand motto #DontCrackUnderPressure, will be featured across all of Manchester United’s digital platforms. Its motto is as such because, according to the brand, it has “faced down every challenge, and then pushed past it. By defying the time-honored conventions of Swiss watchmaking, it has led it to ever higher levels of precision and performance. It makes its own rules, chooses its own path, never quits moving forward, never compromises [and]  never cracks under pressure.”