Involved in a variety of sports and crafts, watchmaker TAG Heuer recently celebrated cycling and art.
In late April, the brand hosted an event in West Hollywood’s Galerie Montaigne dedicated to Amgen Tour of California, the US premier equivalent of Tour de France.
For the occasion, TAG Heuer’s Art Provocateur Alec Monopoly created a special Best Young Rider jersey design for the official tour and Amgen Breakaway from Heart Disease Women’s Race. Spritzed with his signature spray paint can, the jerseys will be provided by Swiss apparel brand ASSOS and awarded to the Best Young Rider born in or after 1994 who leads the individual general classification.
After presenting the exclusive jerseys, TAG Heuer’s President for North America, Kilian Muller gifted a new-edition TAG Heuer Connected Modular 45 Watch to Kristin Klein, Amgen Tour of California president and exclusive vice president of its organizer AEG Sports.
The first Swiss-made luxury smartwatch, propelled by Intel and Androidwear 2.0, the second generation of TAG Heuer’s tech-savvy watches features an innovative module that allows the wearer to shift between straps, buckles, and lugs and even to switch to a mechanical timepiece. The latest piece also flaunts a built-in GPS and 50-meter water resistance that make it an ideal accessory for an athlete.
TAG Heuer’s partnership with Amgen Tour of California, which kicks off on May 14 after the Amgen Breakaway from Heart Disease, is the latest in the label’s history of supporting professional cycling. The brand’s first engagement in the sport commenced back in 1946 and, in the following decades, developed sponsorships of crews like HEUER SKIL SEM, KAS TAG HEUER and 7-Eleven Cycling Team.
After a 20-year hiatus, the label rode back into the sport in 2016 with a collaboration with BMC Racing. In 2017, the brand is to forge relations with 10 major races in the Union Cycliste Internationale calendar. TAG HEUER will also serve as the Official Timekeeper of the covered Giro d’Italia, which marks its 100th anniversary this year.