TAG Heuer’s Official Timekeeper partnership with The English Premier League is entering its third season, giving it global promotion to a world-wide audience of 3 billion football fans, almost 10 million of them tuning into NBC Sports Group’s coverage in the United States. The watchmaker used a kick-off event in London this week to unveil a Premier League interactive watch face for the TAG Heuer Connected Modular smartwatch that gives instant alerts about any match throughout the season, meaning time difference and difficulties finding television coverage are no longer barriers to watching Manchester United and other top clubs. Football legends and media stars (in the UK at least) Ian Wright and Jermaine Jenas wore the smartwatches on stage, saying that the new app has the potential to forge tighter connections between fans and their clubs. Jean Claude Biver, CEO of TAG Heuer and president of the LVMH Group Watch Division says he is delighted to extend TAG’s Official Timekeeping role with The Premier League. “Our partnership with the Premier League shows the important and strong involvement in football of TAG Heuer,” he says. “TAG Heuer were the first official timekeepers of the Premier League and will now see this continued partnership strengthen for the next season.” The TAG Heuer connected Modular watch face, developed in partnership with the Premier League, allows the wearer to customize their dial with their chosen team, check match timings in just one tap, follow match events and record full time scores.