TAG Heuer will partner for the first time for the 2017 edition with the Amgen Tour of California, America’s most popular and prestigious annual cycling event.
Beginning May 14 in the state’s capital of Sacramento, the world’s best professional cyclists will compete over a 700 plus mile course along California’s most scenic highways, roadways and coastlines. The seven day, seven stage race will travel south through California’s Central Coast, before finishing May 20 under the palms of Pasadena near Los Angeles.
With a roster featuring National Champions, Olympic Medalists and Tour de France Stage Winners, the event is known for making cyclists like Peter Sagan, Bradley Wiggins and Mark Cavendish household names. In 2017, for the first time since it was founded in 2006, the Amgen Tour of California will be featured in the official UCI World Tour calendar.
Race owners and promoters AEG officially announced that TAG Heuer will partner with the event as the Official Timekeeper of the Amgen Tour of California. The partnership further establishes TAG Heuer’s position as preferred timekeeper for the major professional cycle races around the world.
The Swiss watch brand will also take on the designation of Official Watch partner and presenting sponsor of the Best Young Rider jersey awarded daily to the rider under the age of 23 with the least amount of elapsed time over the entire race to that point. This jersey, bearing TAG Heuer colours is being designed by Alec Monopoly, the brand’s new Artist Provocateur.
Marc Biver, TAG Heuer’s global sports director, stated: “In America, cycling is the new golf. Thanks to the development of high-tech equipment accessible to the public, it now cuts across all social categories. The proof can be seen in Silicon Valley where, every lunchtime and evening, executives take to their full-carbon bikes en masse. Being appointed Official Timekeeper for the Amgen Tour of California is therefore an important step in TAG Heuer’s development, both in cycling and in the USA.”
Kristin Klein, Amgen Tour of California president and executive vice president of AEG Sports, stated: “There is no doubt that the TAG Heuer brand is associated both on the field of play and in the overall identity of the world’s most important events. We are proud that the Amgen Tour of California and TAG Heuer names will now be synonymous with America’s Greatest Race.”
After a 20-year absence, TAG Heuer has made a high-profile return to cycling. In 2017, the Swiss watch brand has become a partner to BMC Racing Team, the Dubai Tour and the Abu Dhabi Tour. Now, the Amgen Tour of California will be sporting TAG Heuer colors.
TAG Heuer and cycling: back in the saddle after a hiatus of more than 20 years
The first pairing of professional cycling with the brand dates back to 1946, when pocket chronometers for measuring time during races and trials are first mentioned in the brochure of Swiss watchmaker HEUER. In 1985 – more than 30 years ago – TAG Heuer ventured into the world of professional cycling as sponsor of the HEUER SKIL SEM team and its leader Sean Kelly. From 1986-1987 to 1990, the brand’s involvement continued with Team KAS TAG HEUER and the American 7-Eleven Cycling Team, founded by none other than Jim Ochowicz – the current president and general manager of BMC Racing Team.
