Today, TAG Heuer was very proud to announce in the symbolic Beijing Olympic Sports Centre, its agreement with CBA making the Avant-garde Swiss watchmaker, the “CBA Official Timekeeper” and “CBA Official Watch” throughout two seasons from 2015 to 2017. 

Star players from Beijing Beikong Baskeball Club, Yu Liang, Li Xuesong and Yu Xuelin attended the event and accepted the #DontCrackUnderPressure shooting challenge into the TAG Heuer 24-second countdown. Their perfect performance marked a great kick-off of the partnership between TAG Heuer and CBA. 

Leo Poon, TAG Heuer General Manager of Greater China, said, “This new partnership between TAG Heuer and CBA brings the two brands to a greater platform and will allow younger audiences to understand our core spirit. Chinese basketball carries passion and dreams of millions. We are confident this partnership will inject great Avant-garde spirit and unprecedented cooperation to support the future development of Chinese basketball and young players in the future.”

According to the cooperation plan, TAG Heuer will dedicate efforts to support the development Chinese basketball and promote the basketball education in China. It will be an unprecedented cooperation. TAG Heuer will also create a special watch for CBA, to be launched in 2016. In addition, the CBA Official Timekeeper is now endowed with a brand-new level of significance – every 24-second is no longer just a countdown that makes your heart race; it is the #DontCrackUnderPressure moment that stimulates every player to never crack under pressure, always go with full power on and make miracles.

From now on, the most influential basketball game in China will be officially on TAG Heuer time!

With more than 4 billion accumulated audiences and record-breaking 19 million audiences for a single play-off, CBA, acclaimed as the No.1 Basketball League in Asia, is renewing everyone’s expectation, pushing boundaries of the basketball world every single day and inspiring the basketball dream for generations. On the court, it is not all about height. It’s a competition of speed, intelligence and willpower as well as the desire for success. The avant-garde spirit of TAG Heuer sparkles with the sports spirit of CBA. #DontCrackUnderPressure is far more than a claim. It will generate greater energy.

TAG Heuer carries the sports spirit in its DNA. Among all the partnerships and sports alliances of the brand, basketball is one of the most be-loved sports with the largest fan base. TAG Heuer’s partnership with Jeremy Lin stirred up the whole basketball world, passing on #DontCrackUnderPressure to an even wider reach of the younger generation.