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TAG Heuer – Gran Turismo
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TAG Heuer – Gran Turismo

Tuesday, 14 November 2017
By The FHH Journal editors
The FHH Journal editors

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4 min read

Why shouldn’t the virtual world be entitled to a real-life timekeeper? The more-than- famous Gran Turismo video game now enjoys official timing provided by TAG Heuer. Kazunori Yamauchi, the game’s creator, was in Modena, Italy, to launch the latest version.

Kazunori Yamauchi, Senior Vice-President of Sony Interactive Entertainment Inc. — and the game’s creator — Presented in front of over 200 internationals medias the latest version of the game. During the launch weekend, guests had the chance to take part in a virtual competition, as well as the unique opportunity to test drive cars present in the game, on the Autodromo di Modena.

Polyphony Digital has integrated TAG Heuer’s Live Timing Technology into Gran Turismo Sport, providing unparalleled timing solutions within the racing experience.

The Gran Turismo franchise has sold 76,910,000 copies worldwide*, and the latest iteration in the franchise, Gran Turismo Sport, is due to launch on the 17th of October in the USA and on the 18th of October in Europe, 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.

Modena is the cradle of the Italian automobile industry, making it a historical city. The engineering school of the Modena university awarded Kazunori Yamauchi a prestigious recognition, the ‘Laureaad Honorem’.

Jean-Claude Biver issued this statement: “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 added: “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.

Kazunori Yamauchi, Senior Vice-President of Sony Interactive Entertainment Inc

Physically on the circuits at championship venues, and in front rooms, on-screens and consoles, the association between TAG Heuer and Gran Turismo Sport is the most natural of partnerships. 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 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.

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. The brand will be visible, as in TAG Heuer sponsored races in all stages of the official timekeeping, visibility on the edge of tracks, rankings and countdown.

For example, one of the innovative features is the TAG Heuer museum section in Gran Turismo Sport, where players can learn about historical events from arts, geo-political, automotive and from TAG Heuer. Each Museum “story” is brought to life by imagery and 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.

*figures are accurate as of December 2016

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