TAG Heuer has become the official timekeeper and watch partner of Nissan NISMO for their appearances in Le Mans 24 and the FIA World Endurance Championship (WEC) races.
The partnership received its first publicity in a Super Bowl advertisement featuring the new Nissan GT-R LM NISMO.
Adverts in the Superbowl were seen by 100 million people in the United States and 1 billion worldwide.
“The red car was gleaming on the screens, as well as TAG Heuer’s logos, to be seen on the car and on the drivers’ overalls. A stunning touchdown for the Swiss brand,” the company said.
Jean-Claude Biver, CEO of TAG Heuer and president of LVMH group’s watch division added: “TAG Heuer’s legitimate ties to endurance races in motor sports are without rival. I wanted an innovating partner to come back on these tracks. Nissan NISMO is the perfect challenger, a pioneer regarding the technology of the car and regarding its way to communicate specifically with the young through their massive presence on social media.”