Today (July 24, 2016) at the Sheraton Hotel Beijing, Manchester United unveiled TAG Heuer as its new Official Timekeeper and Global Partner. The agreement between the luxury Swiss Avant-Garde watchmaker and the world’s most popular football club has been celebrated in Beijing with United players.

The first team is currently in China for Tour 2016 presented by Aon, preparing for the season ahead. To mark their arrival in the capital, players joined Manchester United Commercial Director Jamie Reigle and Loic Biver, Head of Marketing of LVMH Watch & Jewellery Greater China, to herald a new phase in their companies’ history with this global partnership.

United Ambassadors Ji-sung Park and Denis Irwin, two of the club’s most decorated players (who between them notched 11 Premier League titles and two Champions Leagues), were also at the event along with Leo Poon, TAG Heuer General Manager of Greater China.

Jean-Claude Biver, TAG heuer CEO and President of the LVMH Watch Division says: “Manchester United is the most prestigious football team in the world. This collaboration, rich in a host of synergies, will give TAG Heuer a massive boost along the road, especially in China. TAG Heuer doesn’t “sponsor”, we “partner” with iconic teams, organizations, and people who share similar values and a strong vision. With Manchester United, we communicate passion, emotion, joy, dreams, team spirit, organization, 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’s Group Managing Director, Richard Arnold comments: “This key partnership has been struck at a very exciting moment in our history. Led by our new Manager we’re proud to be in China, where we enjoy vast and loyal support, preparing for an important season ahead. In TAG Heuer, we have a partner that will naturally be well-equipped to support us, not least because we share so much. Our rich history can be traced back to the same era; we’ve both overcome challenges and come out stronger in our quest for the highest level of performance. Our prestige is down to our unrelenting commitment to be pioneers. Above all, TAG Heuer understands that the journey always continues, as time does, and I’m very proud to say that we’re now on that journey together.”

When the team returns to launch its Premier League campaign for 2016/17, TAG Heuer 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 feature across all of Manchester United’s digital platforms, including its website and social media.

TAG Heuer has been a Swiss Avant-Garde watchmaker for 155 years, founded in the remote mountain village of Saint Imier in 1860, some 18 years before the formation of Newton Heath in Manchester. TAG Heuer’s unique heritage is built on pushing boundaries to overcome technological restraints and create watches with real racing spirit. The brand has distinguished the history of watchmaking, especially in the field of mechanical chronographs with unparalleled accuracy.

Joining forces with Manchester United allows the company to extend its offering to United’s 659 million followers worldwide, 107 million of whom are from China.

(TAG Heuer Press Release)