In attendance were Kazunori Yamauchi, Senior Vice-President of Sony Interactive Entertainment Inc. — and the game's creator — and Jean-Claude Biver, CEO of TAG Heuer & President of the LVMH Group Watch division. Together, they launched the World Première of a brand new demo created especially for TAG Heuer. Polyphony Digital has integrated TAG Heuer’s Live Timing Technology into Gran Turismo Sport, providing unparalleled timing solutions within the racing experience. Led by its CEO, Jean-Claude Biver, TAG Heuer is continuing to connect with the youth of today, keeping more closely in touch with the 21st century and its trends than ever before.
With more than two million players worldwide, Gran Turismo Sport is THE reference of motor racing games. And, in 2017, it will celebrate its 20th anniversary. Always at the cutting edge of interactive entertainment, Gran Turismo Sport has chosen TAG Heuer as the game's first ever watch partner. A double first, in fact: it is the first time the game has partnered a watch brand, and it is also the first time that a high-end watch brand has been associated with a racing video game.
The partnership was unveiled at the 87th Geneva International Motor Show, at the TAG Heuer stand, surrounded by exceptional racing cars, including showcars from the F1 Red Bull Racing Team and FIA Formula e Championship, both of which are partnered by TAG Heuer.
The press conference was attended by Jean-Claude Biver, CEO of TAG Heuer and President of the LVMH Group Watch Division, and Kazunori Yamauchi, Senior Vice-President of Sony Interactive Entertainment Inc., President of Polyphony Digital, and the creator of Gran Turismo Sport. Together, they launched the Première of a brand new demo created for TAG Heuer.
Physically, on the circuits, at Championship venues and in front rooms, on-screen and on consoles, with seamless integration of the brand, the association between TAG Heuer and Gran Turismo Sport is the most natural of partnerships, since TAG Heuer has been supporting major motor racing teams, with a presence on the most famous circuits, ever since it was founded.
Fittingly, when deciding to wear a watch for the first time in many years, Kazunori Yamauchi chose a TAG Heuer… He was instinctively drawn to the Swiss brand when the search for a watch partner was first mooted, to bring the game in line with all the major racing events across the world. So, TAG Heuer has become the first Official Timekeeper and Official Watch of the new Gran Turismo Sport video game, to coincide with its 20th anniversary in 2017.
Polyphony Digital has integrated TAG Heuer’s Live Timing Technology into Gran Turismo Sport, providing unparalleled timing solutions within the racing experience.
As part of this new partnership, the Gran Turismo Sport video game integrates the watch brand on its screens as the Official Timekeeper and Official Watch. Fans will be able to discover not just legendary stages from motor racing history, but also the history of TAG Heuer within the racing world.
For example, one of the innovative features is the TAG Heuer museum section in the video game, where players can learn about historical events from arts, geo-political, automotive and from TAG Heuer. Each Museum “story” is visualised by an image and a text.
Gran Turismo Sport also includes an area called “Brand Central” where users can discover the values of TAG Heuer, a unique communication opportunity for the Swiss luxury watch brand within Gran Turismo Sport, reaching millions of players around the world.
Finally, the watch brand's logo will be visible and players will have the option to select a car and racing suit featuring TAG Heuer branding.