Surf’s Up for TAG Heuer and the WSL Big Wave Tour
Those TAG Heuer sports watches better be extremely waterproof since the Swiss watchmaker has signed on to be the official timekeeper of the World Surf League’s Big Wave Tour. TAG Heuer is known for the slogan #DontCrackUnderPressure and will carry on that spirit by sponsoring the “Biggest Wave” and “Biggest Wipeout” components of the yearly WSL Big Wave Awards.
This is certainly not the first sport that the TAG Heuer name has been aligned with but has to be one of the more unusual. TAG Heuer CEO and President of the LVMH Group Watch Division Jean-Claude Biver explained how the Swiss watch brand came to become involved in the exciting world of big wave surfing.
“Be Unique, Different and the First has always been my personal philosophy in all my 40 years of activities, from products development to marketing and sponsoring. TAG Heuer is the first luxury brand to enter the Surf World. Our motto #DontCrackUnderPressure fits perfectly with the WSL Big Wave Tour and makes our partnership different and innovative. It will give TAG Heuer a great boost in terms of connecting with young people, with the support of our friend Kai Lenny and his highly contagious enthusiasm.”
Events on the 2015/2016 World Surf League Big Wave Tour include the Quiksilver Ceremonial in Chile, the Billabong Pico Alto in Peru, the Puerto Escondido Challenge and the Todos Santos Challenge in Mexico, the Punta Galea Challenge in Spain and the Oregon Challenge and the Pea’hi Challenge in the USA.
What is the ideal watch to wear while hanging ten in Mexico or wiping out at Waimea? The TAG Heuer Aquaracer, of course. This caliber 5 automatic timepiece is water resistant to 300 meters and can make even a beginning surfer feel like surfing champ Kai Lenny, at least until he has to actually get on a surfboard.