Tag Heuer is first international brand to hold an official partnership with China’s aerospace industry after it was chosen as the strategic partner and official timekeeper for China’s Lunar Exploration Programme (CLEP).

The brand initially partnered with China’s Mars Exploration Programme last year to kick off the latter’s global solicitation for programme logo design before rising up to the current position.

Started in 2004, the first phase of the CLEP involved launching its first lunar probe called Chang’e-1 in 2007. It is the first lunar probe to transmit back the most complete 3D map of the lunar surface, thus propelling China to the fore of aerospace. Subsequently, its successors Chang’e-2 and Chang’e-3 were also deployed and had achieved success by completing their set targets in the second phase of the CLEP.

The third chapter began in 2014. The plan is to implement Chang’e-5 mission by December 2017, fulfilling the landing of surface and collection of samples. The ambitious missions will encompass many “firsts”, such as the first automatic collection of samples, the first take-off from lunar surface, the first unmanned space docking from the orbit of moon that is 38 million km away, and the first return of lunar soils in the speed of second cosmic velocity.

“Tag Heuer is the first Swiss watchmaker to enter the space, and we are honoured to support the CLEP and China’s aerospace industry. Lunar exploration is one of the grandest goal in the history of human conquering the space. By doing this, we are not only showing full support to the space dream of China but also the space dream of all human beings,” said Jean-Claude Biver, CEO of Tag Heuer and LVMH watch division president. “We hope that Tag Heuer and the brave Chinese people in aerospace may work shoulder to shoulder to pass on the spirit of #DontCrackUnderPressure. Here, I would like to wish the best and the most extraordinary success for the CLEP.”