Tag Heuer

Tag Heuer

Official Timekeeper and Global Watch Partner of Manchester United

TAG Heuer has been the Swiss avant-garde watchmaker since 1860. Avant-garde is the company's culture and philosophy. TAG Heuer’s unique heritage is built on pushing boundaries and breaking rules: harnessing mental fortitude to overcome technology restraints and create watches with real racing spirit.

The brand has marked the history of watchmaking, especially in the field of chronographs with an unparalleled mechanical accuracy. Since 2015, with Jean-Claude Biver, TAG Heuer CEO and President of the LVMH Watch Division at the helm, the watch brand enhanced its presence in global sports, and football in particular, becoming Official Timekeeper and Official Watch for the most prestigious and iconic names and organizations.

Jean-Claude Biver, TAG Heuer CEO and President of the LVMH Watch Division, says: "Football is the most popular sport in the world. Football is like a language between people or a religion. With football, we communicate passion, emotion, joy, dreams, team spirit, organisation, strategy and finally victory, values that are also carried by our brand and more importantly by the people who buy and wear our watches.

“Manchester United is the most prestigious football team in the world and getting into football at the highest level is, for me, very important. TAG Heuer doesn't "sponsor", we "partner" with iconic teams, organisations, and people who share similar values and a strong vision. We believe in the need for long-term work in order to truly communicate the message we have together."

In its partnership with United, TAG Heuer’s motto will be featured across all of the team’s marketing platforms, including its website, events and social media. Reflecting common core values of mental strength, disruptive attitude and ambition, #DontCrackUnderPressure is far more than a command – it is a mindset.

TAG Heuer is part of the LVMH Group.