Buzzer Beater

Tag Heuer makes per­fect tim­ing with the Philip­pine Bas­ket­ball As­so­ci­a­tion.

Esquire (Philippines) - - STYLE - BY JOHN A . MAGSAYSAY

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.

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