Tag Heuer makes perfect timing with the Philippine Basketball Association.
GAME FOUR OF THE 2016 PBA PHILIPPINE CUP FINALS. The San Miguel Beermen ended their dry spell with a six-point lead against the Alaska Aces in a heart-stopping overtime. They became the first team in PBA’s 40-year history to rise up from a zero-three deficit, ultimately bagging the most number of championship titles (22 in total), and proving that time indeed was on their side.
This also became an important moment for renowned Swiss watch brand, Tag Heuer, who would go on to a strike a deal with the PBA as its official timekeeper. “Our motto, ‘Don’t crack under pressure,’ was very much crystallized by the San Miguel team in the finals. We really wanted a strong partner in the sports scene here in the Philippines and the PBA came to us as a natural choice,” says area sales director Romain Cans.
For a brand so closely associated with motor sports and racing, the new partnership may be considered an air ball, but Cans points to history as a basis for the endeavor: “Since the very beginning of the creation of Tag Heuer, the obsession of Edouard Heuer was to create machines that would be able to measure time with the best precision. At the beginning of the 20th century, when the best measurement of time was 1/5 of a second, it challenged him to create a machine that would go beyond that. They came up with something that can measure 1/100 [of a second], which was a massive jump in the history of timekeeping. This was not only a revolution in the history of timekeeping, but it also became a revolution in sports.”
The breakthrough led to Tag Heuer’s role as the official timekeeper of the first Olympics of the modern era. You just can’t discount the 155-year-old horology brand’s influence in other spheres of sports. “At the end of the day, we found a lot of values with sports that are relevant with Tag Heuer. We love sports in terms of pushing yourself to achieve, to go beyond what is existing,” Cans says.
With the new CEO Jean- Claude Biver at the helm, Tag Heuer has also been working to expand the brand’s direction. Biver evolved the brand’s core to what he perceives as the four universes of Tag Heuer: sports, music, lifestyle, and heritage. “Tag Heuer is a very innovative brand, and there’s lots of energy in our DNA,” explains Cans. “It is a value that we found in the biggest EDM stars of today like Martin Garrix, Nervo, and David Guetta.” So, while basketball enthusiasts can count on Tag Heuer to make the new season of the PBA tick, the rest of us can watch out for parties marking the drops of awaited models like the Carrera Calibre Heuer 01, Monaco V4 Phantom, and the Carrera Cara Delevingne.
But beyond the fanfare, for Tag Heuer, it is still the action on the wrist that counts. Says Cans, “We’re having this duality in watches, where you have an instrument that can tell time with amazing preciseness and a beautiful object that you’d desire to have on your wrist, as well. That’s the reason why we keep on developing amazingly good looking products that are very precise, very reliable, and very strong.”
“The PBA is the most important sports league here, and we thought that a lot of its values are found in Tag Heuer as well,” says area sales director Romain Cans.