Longines is looking forward to the eighth year of the Breeders’ Cup
In a sport where time often helps define greatness, Longines has been a natural fit for the Breeders’ Cup, horse racing and equestrian sports in general.
This year, Longines and Breeders’ Cup are eagerly awaiting the eighth year of their partnership, which has widened to see Longines welcome exclusive and title sponsors of three of the biggest races of the World Championships: the Longines Distaff (G1) , Longines Turf (G1T) and Longines Classic (G1) while also being the official timekeeper of all races.
The company has developed more than 20 equestrian partnerships representing events on four different continents. Matthieu Baumgartner, Vice President of Marketing at Longines, said the international horse racing event was a great fit for the Swiss company, which has found an international customer base for its fine watches.
“The Breeders’ Cup World Championships represent one of the key moments of the horse racing season and are the ideal opportunity for Longines to highlight the key values shared with this event: elegance, tradition and performance”, a Baumgartner said.
On the trail of this commitment, Longines presents winning connections with watches. But in keeping with the general spirit of the weekend, the company is also sponsoring the Longines Prize for Elegance which will recognize the exceptional style of a woman and a man attending each day’s event.
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“This event is an opportunity for Longines to invite the public to dive into its world, to provide an inspiring and passionate Longines experience,” said Baumgartner about the harmony between the sweetness of life celebrated at the Breeders’ Cup and promoted by Longines. “The brand holds the Longines Prize for Elegance every race day and is happy to congratulate the winner of the races with beautiful watches.
Breeders’ Cup President and CEO Drew Fleming said the award would add to the celebration.
“Longines adds to the day with these recognitions; it adds to the experience,” said Fleming. “We started the partnership in 2014 and they were the official timekeeper and watch for the Breeders ‘Cup. Then in 2019 we expanded the partnership to include the title partner of the Breeders’ Cup Classic. And they are also the partner. Breeders’ Cup Classic title Grass and distaff.
“They are great partners in every sense of the word.”
Baumgartner said the company enjoys being associated with three of the weekend’s biggest races, both on land and on grass. The company will celebrate its 200th anniversary in less than 10 years and it was not until shortly after this founding in 1832 that it began its association with equestrian sports.
“The history of Longines and of equestrian sports is one of the shared values,” said Baumgartner. “Longines’ passion for the equestrian world dates back to 1869, when it produced its first pocket watch known to date with an equestrian motif.
“The first Longines chronographs were seen on American racetracks in the 1880s. Then, over the years, Longines became the official timekeeper of many equestrian events on the flat as well as in show jumping, eventing, dressage and coupling. The brand has also become the partner of major institutions in the equestrian world, such as the International Equestrian Federation, the International Federation of Equestrian Authorities, and the Latin American Organization for the Promotion of Thoroughbred. “