The experience embodies the partnership between the watch brand and the video racing video game, revealed earlier this month, which sees Tag Heuer announced as the official timekeeper of the game.
Polyphony Digital has integrated Tag Heuer’s Live Timing Technology into Gran Turismo Sport, providing unparalleled timing solutions within the racing experience.
To bring this partnership to life, Tag Heuer has created a stand at this year's Geneva International Motor Show, which runs from 9-19 March, featuring five PlayStation 4 Pro racing simulators. Visitors to the show can put the watch brand's famous motto #DontCrackUnderPressure into practice, as they immerse themselves in the world of Gran Turismo Sport. The simulators are part of a 100msq stand reflecting the watch brand's close ties with the world of motor racing, with four vehicles on show, including a Porsche 911R, the 'Red Bull Racing - Tag Heuer' 2017 showcar, the 'Formula E' showcar and the Audi R8 LMS 2015.
The cars are displayed alongside a range of other immersive experiences for visitors, including a photo booth, a bar open to the public, two VIP lounges, a large screen and a box with the new Samsung Gear VR presenting the various TAG Heuer worlds. To complete the installation, there is a brand-new pop-up store where visitors can enjoy the Tag Heuer boutique experience. This pop-up boutique features the new TAG Heuer watch collection available for purchase, including the recent re-issue of the legendary Monaco with its famous square blue dial featuring a left-hand crown. The original was worn by Steve McQueen during the filming of Le Mans in 1971.
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