Rolex’s name might be synonymous with tennis thanks to its association with the world’s top tournaments and ambassadors, but now TAG Heuer is bidding to get a piece of the on-court action after signing a deal with the Next Gen ATP Finals.
The Swiss watchmaker TAG Heuer announced today that it is making a “timely and welcome step forward” in tennis by partnering with the Italian Tennis Federation (FIT) to become the official watch and timekeeper of the season-ending event that showcases the future stars of the ATP World Tour.
TAG Heuer will join the Next Gen ATP Finals, beginning with this year’s event, which will be held at the Fiera Milano from November 6-10.
As part of the new agreement, TAG Heuer will integrate Hawkeye Live Technology to a TAG Heuer Connected watch that will be provided to all umpires officiating during the tournament.
TAG Heuer will also provide the on-court clock and the shot clock.
Jean-Claude Biver, CEO of TAG Heuer, said: “We are very happy to partner today with such an innovative, disruptive and young event like the Next Gen ATP Finals. We share the same values and we strongly believe in the future of those young talents full of promise, such as our Friend of the Brand Denis Shapovalov. Our role as official timekeeper proves our expertise as avant-garde timekeeper of some of the most important sport events in the world.”
The Next Gen ATP Finals is the season-ending tournament for the world’s best 21-and-Under players.
The tournament features the best seven qualified players of the season (as determined by the ATP Rankings on Monday 29 October 2018), plus one wild card, battling for US$ 1.335m in prize money over five days of competition.