Swiss watch brand TAG Heuer has been named the official timekeeper and official watch of the HSBC World Rugby Sevens Series 2016-17.
Launched as the first day of the Dubai Sevens got underway, fans watching in more than 100 countries around the world will see TAG Heuer countdown clocks at each match, half-time and full-time. On big screens in the stadium, TAG Heuer will also count down to kick-off.
With more fans than ever before, rugby sevens is a perfect fit with the #DontCrackUnderPressure spirit of TAG Heuer. The motto will be the guiding principle behind TAG Heuer's operations throughout the season and #DontCrackUnderPressure and spotlight videos, highlighting many of the high pressure moments in the game, will feature on World Rugby platforms.
Speaking at the launch in Dubai on Thursday, World Rugby Vice-Chairman Agustín Pichot said: "It's fantastic to welcome TAG Heuer to the rugby family. This will be a great partnership as we join up rugby sevens with this leading brand and countdown to another great season ahead."
Tag Heuer Global Sports Director, Marc Biver said: "We are very proud to be the first luxury watch brand to enter into the world of rugby sevens. The team spirit of rugby sevens ties in with TAG Heuer's #DontCrackUnderPressure motto. The HSBC World Rugby Sevens Series will give a tremendous visibility to TAG Heuer all around the world."