Sony Interactive Entertainment and TAG Heuer announced their partnership for the upcoming Gran Turismo Sport game at today’s Geneva Motor Show. The partnership means we’ll be seeing the popular Swiss watch manufacturer appearing as the game’s official time-keeper. Polyphony Digital will be integrating the TAG Heuer’s Live Timing Technology into GT Sport.

This marks the first time the Gran Turismo series has an official watch partner and one that’ll play a key part in the game. The game will incorporate a TAG Heuer Museum, which will narrate historical events via images and text. Producer Kazunori Yamauchi & CEO of TAG Heuer Jean-Claude Biver both released a press release today stating the following:

“Tag Heuer who have been making history in partnership with the shining legends of motorsports such as Steve McQueen, Ayrton Senna and Red Bull Racing, is a perfect project partner for Gran Turismo Sport, which aims to redefine the next 100 years of motorsport history. I am certain that the live timing technology of Tag Heuer will bring a level of reality to Gran Turismo Sport equal to the real world motorsport. In addition, this project will be a great opportunity to bring a breakthrough in new technology and design to the future of the Connected watch, which is a crossroad for watches and software technology.” – Kazunori Yamauchi

“TAG Heuer’s history is intertwined with the world of motor racing. I am very proud to announce our brand’s association with the world of digital entertainment. TAG Heuer’s integration into Gran Turismo Sport powers us with great pride. It is a first for a watch brand. We share the same passion and, thanks to this new partnership, TAG Heuer will appear on millions of screens in homes across the world, enabling us to be better connected to the younger generations than ever before.” – Jean-Claude Biver

Check out its latest new trailer below:

Gran Turismo Sport launches sometime in 2017 exclusively on the PlayStation 4.

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