TAG Heuer Races Through Time with the Launch of the Autavia Heuer 02 Jack Heuer Limited Edition and the Sony Grand Prix Tournament
November 15, 2017 (New York) – TAG Heuer and elite IndyCar driver Alexander Rossi celebrated the brand’s motorsport heritage and hosted the Sony Grand Prix Tournament at Sony Square, the experiential gaming showroom in the heart of New York City.
TAG Heuer kicked off the Sony Grand Prix Tournament, which will continue through November 30th, 2017 and offer consumers the opportunity to win a Connected Modular 45, the brand’s latest offering of its popular smartwatch. Alexander Rossi dared guests to compete against him and test their ability to not crack under pressure in the latest version of the Gran Turismo Sport video game, which aims to offer a virtual reality experience of auto racing.
TAG Heuer was recently unveiled as the game’s Official Timekeeper and Official Watch, the first time the brand has partnered with a leading videogame publisher. The Gran Turismo Sport video game integrates TAG Heuer through time keeping, track side banners, rankings, countdowns and car branding. The game also features a TAG Heuer museum section, where players can learn about notable events in the history of auto racing and TAG Heuer. Each Museum “story” is brought to life by imagery and text.
Always at the cutting edge of interactive entertainment, Gran Turismo Sport selected TAG Heuer as the game's first non-automotive partner and the exclusive watch partner. TAG Heuer is always at the forefront of innovation and is a leader in the automotive world, which now extends to the virtual world of racing.
TAG Heuer commemorated the partnership by revealing the Autavia Heuer 02 Jack Heuer Limited Edition, a timepiece made legendary by racing drivers in the 1960's, updated with a new Heuer-02 calibre proprietary chronograph movement. Jack Heuer himself designed the new re-issue, which will be limited to 1932 pieces in reference to his birth year. The timepiece is both modern and faithful to its roots, capturing the spirit of golden age motor racing.
Displayed throughout Sony Square NYC was a collection of timepieces that transported guests through the rich racing history of TAG Heuer. Presenting its past together with its future, the brand highlighted the evolution of the motor racing-inspired collection, beginning with the Time of Trip, crafted in 1911, to today’s Carrera Heuer 01 models. TAG Heuer also showcased special edition pieces including the Monaco Gulf Special Edition, the Monza re-edition and the recently released Autavia re-edition.
Since 1860, TAG Heuer has exceled as a luxury sport brand by perfecting the chronograph movement – an achievement which creates a natural link to the fast paced world of auto racing. TAG Heuer currently partners with the Aston Martin Red Bull Racing F1 Team, and is founding partner and Official Timekeeper of the FIA Formula E Championship. TAG Heuer is also Official Timekeeper of the legendary Carrera Panamericana and Pikes Peak in the USA, the Automobile Club de Monaco, the Monaco F1 Grand Prix, the Macau Grand Prix, the Indianapolis 500, the FIA World Touring Car Championship and motorcycle racing in the Endurance World Championship. Ayrton Senna and Steve McQueen also remain members of the TAG Heuer family of prestigious ambassadors.