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TAG Heuer - 2017: A major year for TAG Heuer in cycling

TAG Heuer 2017: A major year for TAG Heuer in cycling

TAG Heuer is increasing its involvement in the world of professional cycling, and becomes Official Timekeeper of the Giro d’Italia.

Thanks to a global agreement with RCS Media Group, the Giro D’Italia, as well as other major races including the Strade Bianche, the Tirreno-Adriatico, the Milano-San Remo, the Milano-Torino, the Gran Piemonte, and the Tour of Lombardy, will be sporting the Tag Heuer colours. In all, 10 major races from the UCI international calendar are now on TAG Heuer time around the world. This presence will bolster the existing partnership signed by TAG Heuer with BMC Racing Team.

The appointment of TAG Heuer as Partner of RCS Media Group is highly symbolic: it represents the desire of two men, two company heads, two exceptional leaders, Urbano Cairo, President & CEO of RCS Media Group, and Jean-Claude Biver, CEO of TAG Heuer and President of the LVMH Group Watch division, to breathe new life into the world of cycling.

This global, long-term agreement will complement the Dubai Tour and the Abu Dhabi Tour — also organised by RCS Media Group — which are already on TAG Heuer time. The presence of the Swiss watch brand will be signalled by high visibility at all events (panel advertising at the start, finish, and along the routes, TV adverts, and on team vehicles during time trials, etc.), as well as various social media initiatives, customer invitations and the organisation of unique and unconventional events.

Jean-Claude Biver announced: "Cycling is a universal, international sport, the popularity of which bridges the age gap. I have big plans for our involvement in this ever growing sport, which offers us a unique marketing platform with fantastic visibility throughout the world."

Urbano Cairo added: “Cycling has always been in our DNA and we’re proud that our races, above all the Giro d’Italia, demonstrate our passion for sport and the best that Italy has to offer. We are extremely happy to be partnered with a world-class brand like TAG Heuer, which can only add prestige and value to our cycling events.”

TAG Heuer Calendar 2017

Cadel Evans Great Ocean Race, Australia: 28th and 29th January 2017
Dubai Tour: from 31st January to 4th February 2017
Abu Dhabi Tour: from 23rd to 26th February 2017
Strade Bianche: 4th March
Tirreno-Adriatico: from 8th to 14th March
Milano-San Remo: 18th March 2017
Giro d’Italia: from 5th to 28th May 2017
Amgen Tour of California: from 14th to 20th May 2017
Milano-Torino: 4th October 2017
Gran Piemonte: 25th June 2017
Il Lombardia: 7th October 2017

The brand

Over 150 years of watchmaking savoir-faire and technical innovation have made TAG Heuer a global reference in avant-garde sports watches. As it tracked the rise of sports demanding increasingly precise timekeeping, TAG Heuer continually developed its unique capabilities through a long-term vision of what watchmaking is today, and what it will look like tomorrow.

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