In partnership today, 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, confirmed that TAG Heuer will be the Official Time Keeper in Gran Turismo Sport. 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.

The Gran Turismo franchise has sold 76,910,000 copies worldwide (figures december 2016), and the latest iteration in the franchise, Gran Turismo Sport, is due to launch in 2017 on PlayStation 4. Always at the cutting edge of interactive entertainment, Gran Turismo Sport has chosen TAG Heuer as the game's first ever watch partner. It is also the first time TAG Heuer has partnered with a leading videogame publisher.

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.

Jean-Claude Biver: "TAG Heuer's history is intertwined with the world of motor racing. I am very proud to announce our brand's association with the world of digital entertainment. TAG Heuer's integration into Gran Turismo Sport powers us with great pride. It is a first for a watch brand. We share the same passion and, thanks to this new partnership, TAG Heuer will appear on millions of screens in homes across the world, enabling us to be better connected to the younger generations than ever before."
Kazunori Yamauchi: "Tag Heuer who have been making history in partnership with the shining legends of motorsports such as Steve McQueen, Ayrton Senna and Red Bull Racing, is a perfect project partner for Gran Turismo Sport, which aims to redefine the next 100 years of motorsport history. I am certain that the live timing technology of Tag Heuer will bring a level of reality to Gran Turismo Sport equal to the real world motorsport. In addition, this project will be a great opportunity to bring a breakthrough in new technology and design to the future of the Connected watch, which is a crossroad for watches and software technology."