The TAG Heuer universes of cycling and art collided Tuesday evening when the brand hosted an event to celebrate partner Amgen Tour of California, America’s premier cycling race, alongside Art Provocateur Alec Monopoly.
April 25, 2017 (Los Angeles) – The TAG Heuer universes of cycling and art collided Tuesday evening when the brand hosted an event to celebrate partner Amgen Tour of California, America’s premier cycling race, alongside Art Provocateur Alec Monopoly.
Though cycling and art are seemingly dissimilar, these pursuits have universal appeal as movement and creation are both fundamental instincts, regardless of country, background or age. TAG Heuer specializes in uniting divergent worlds, creating disruptive moments that highlight the avant-garde nature of the brand.
Alec Monopoly brought this vision to life when he unveiled his exclusive design for the official Amgen Tour of California and Amgen Breakaway from Heart Disease™ Women's Race empowered with SRAM Best Young Rider jerseys, specially created with his signature spray paint can. The Best Young Rider jersey is awarded daily to the rider born on or after January 1, 1994, leading the individual general classification. All race jerseys will be provided by technically-innovative cycling apparel brand ASSOS of Switzerland.
Kilian Muller, President of TAG Heuer North America, was onstage to announce the unveiling and welcome Marc Biver, TAG Heuer's Global Sports Director and Kristin Klein, Amgen Tour of California President and Executive Vice President of AEG Sports. Muller presented Klein with the new TAG Heuer Connected Modular 45 Watch, the first Swiss Made luxury smartwatch powered by Intel and Androidwear 2.0. The second generation of TAG Heuer’s popular Connected Watch has a module which allows the wearer to change the straps, buckles, lugs, and even switch to a mechanical timepiece. The Connected Modular 45 also has new technical features including built-in GPS and is water resistant to 50 meters, perfect for any athlete on the move.
The Amgen Breakaway from Heart Disease™ Women's Race empowered with SRAM is a UCI Women’s WorldTour race that will host some of the most decorated women cyclists and teams in the world racing more than 250 miles through South Lake Tahoe, Elk Grove and Sacramento from May 11-14.
The Amgen Tour of California men’s event begins May 11th 14 in Sacramento, and the world’s most elite international teams will compete over a challenging 700 plus575-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. The Amgen Tour of California will be featured in the official UCI World Tour calendar for the first time since it was founded in 2006.
TAG Heuer has a long history of supporting professional cycling, dating back to 1946 when the brochure of Swiss watchmaker HEUER mentioned utilizing pocket chronometers to time races and trials. TAG Heuer again ventured into the world of professional cycling in 1985 as sponsor of the HEUER SKIL SEM team and its leader Sean Kelly. From 1986 to 1990, the brand’s involvement continued with Team KAS TAG HEUER and the American 7-Eleven Cycling Team, founded by Jim Ochowicz – the current President and General Manager of BMC Racing Team. TAG Heuer returned to the world of professional cycling in 2016 after a 20 year hiatus and announced a partnership with BMC Racing team. The brand continues to strengthen its commitment to cycling and will partner with 10 major races in the UCI international calendar in 2017, in addition to being appointed Official Timekeeper of the legendary Giro d’Italia, which celebrates its 100th edition in 2017.
About the Amgen Tour of California The Amgen Tour of California is a Tour de France-style cycling road race created and presented by AEG that challenges the world's top professional cycling teams to compete along a demanding course that traverses hundreds of miles of California's iconic highways, byways and coastlines each spring. The teams chosen to participate have included Olympic medalists, Tour de France contenders and World Champions.
The first-ever U.S. UCI WorldTour course will cover more than 575 miles through 12 Host Cities May 14-20, including Sacramento, Modesto, San Jose, Pismo Beach, Morro Bay, Santa Barbara, Santa Clarita, Ontario, Mt. Baldy, Big Bear Lake, Mountain High and Pasadena.
The Amgen Breakaway from Heart DiseaseTM Women's Race empowered with SRAM May 11-14 will cover more than 250 miles through South Lake Tahoe, Elk Grove and Sacramento, concluding as the men’s race gets underway. More information is available at amgentourofcalifornia.com.
About TAG Heuer
TAG Heuer, the avant-garde of Swiss watchmaking since 1860. Ever since, TAG Heuer has been striving to push the boundaries further, inventing timepieces for those who love to defy convention. This technical expertise was harnessed at a very early stage for achieving extreme accuracy, particularly in the creation of exceptional chronographs.
Under the impetus of Jean-Claude Biver, CEO of TAG Heuer and Chairman of the Watch Division of LVMH Group, the new models, including the connected watch developed with Intel and Google, exhibit a new dynamism: faster lead times and developments to better respond to market expectations, and a completely transformed environment. TAG Heuer is currently the only watch brand to be able to communicate in the four different worlds: Art, Lifestyle, Sport and Heritage.
Our partnerships (in football, with the English Premier League, Manchester United, the Bundesliga, the Major Soccer League in the US, the Chinese Football League, the Japanese Football League and the Australian national football team, and also the World Surf League and its Big Wave Tour, the FIA Formula E Championship, the F1 Monaco Grand Prix, the BMC Racing cycling team…) and our ambassadors (the F1 Red Bull Racing Team, living football legend Cristiano Ronaldo, It girl Cara Delevingne, electronic music icons David Guetta and Martin Garrix, American star quarterback Tom Brady, Australian actor Chris Hemsworth…) all reflect the values shared by the brand – teamwork, ambition and a taste for challenge – which drive TAG Heuer to go beyond the traditions of the watchmaking industry. Our slogan #DontCrackUnderPressure is much more than an affirmation: it's a state of mind. TAG Heuer is an LVMH Group company. For more information, visit tagheuer.com
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