Today in Madrid, Swiss luxury watch brand TAG Heuer announced to become Official Timekeeper for one of the world's leading football leagues, the prestigious Spanish LaLiga football matches. 

For the occasion, on a stage transformed into a football pitch for the event, legendary players Raúl González (LaLiga country manager in the USA) and Fernando Sanz (LaLiga general director, Middle East and North Africa) accompanied by Blanca Panzano, TAG Heuer general manager in Spain began the countdown to the start of the new season of LaLiga, set to kick off in August. 

Jean-Claude Biver, TAG Heuer CEO & President of the LVMH Watch division said: "Football is the most popular sport in the world. Football is like a language between people or a religion. With football, 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."

“We are proud to announce this partnership which sees TAG Heuer teaming up with the world's top football leagues” added Blanca Panzano, general manager of TAG Heuer in Spain. “This new partnership with LaLiga – one of the greatest institutions in the world of football – is another step forward in keeping with our tagline #DontCrackUnderPressure, which embodies the essence of LaLiga”.

As legendary player Raúl González has noted, “Throughout my career I enjoyed many magical minutes in LaLiga, and it is great that TAG Heuer will be responsible for timing every second of what will be a very exciting season. It’s fantastic for LaLiga, the best football league in the world, to partner with TAG Heuer, a world leading watchmaking brand”. Former player Fernando Sanz added “Today’s TAG Heuer announcement marks the official countdown to the new LaLiga season, and I’m sure fans are watching the seconds until kick-off.  I think it promises to be a thrilling season, following on from the great performance of Spanish clubs in the UEFA Champions League and UEFA  Europa League, and the star performances from LaLiga players at UEFA Euro 2016 in France.”

Nationally and internationally renowned for maintaining the very highest levels and quality of play, the LaLiga football competition is a global benchmark, as demonstrated by the Spanish teams in the European competitions in recent years. As a result, it has built a global fan base, with supporters not only from Spain but also many countries in Asia and Latin America.

Just check how many games have been won at the last minute, or last seconds even. So you see how much time is sharp and can be decisive for victory.

Its exceptionally high standards and quality are only two of the characteristics which it shares with TAG Heuer, but these are not the only common values. Both partners boast extensive experience in their field, and trust in the importance of accuracy and precision in timekeeping and, of course, in every movement. Every second counts both for the watch brand and for every player in the twenty teams in the Spanish LaLiga, as one minute can be decisive in turning over the scoreboard.

With this new partnership, the Spanish professional football league is adopting the philosophy of the Swiss watch brand, summed up in its tagline Don't Crack Under Pressure, to strengthen its teams and to ensure that they don't crack under pressure even during the most stressful moments of each of the 38 matches lined up next season.