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TAG Heuer - Partnership confirmed with the Giro

TAG Heuer Partnership confirmed with the Giro

TAG Heuer will be Official Timekeeper of the famous Tour of Italia for the second consecutive year. A good opportunity for the brand to confirm its commitment to the world of cycling.

Partner of the Giro d'Italia last year for the first time to celebrate the 100th anniversary of the Tour, TAG Heuer is getting back in the saddle for 2018. TAG Heuer logos and timekeeping equipment will adorn again the starting and finishing arches, as well as the points where the intermediate time checks are conducted.

In 2018, TAG Heuer's passion for the pink jersey will also be reflected in a special edition of the timepiece that epitomises the Swiss sports chronograph brand's abiding passion for sport: The TAG Heuer Connected Modular 45 connected watch, dedicated to the Giro with original pink attire. The rubber strap is the same colour as the legendary pink jersey, a symbol of victory and dogged #dontcrackunderpressure determination. The case back bears the inscription 'Giro d'Italia' too, and the dial featuring the Giro logo is available in either pink or anthracite.

Partnership confirmed with the Giro

Alternative models of the TAG Heuer Connected Modular 45 Giro d'Italia with black strap © TAG Heuer

The TAG Heuer Connected Modular 45 Giro d'Italia is limited to 101 pieces to represent the 101-year anniversary of the Giro. The watch of the new centenary celebration will be sold in a special presentation box that includes an extra black strap and a cycling jersey with the TAG Heuer logo made by Castelli. The first timepiece for the next 100 years of the Giro. An expression of passion for cycling 'entwined with eternity'.

Partnership confirmed with the Giro

© TAG Heuer

Following an exceptional début 'on secondment' in Israel for the first two stages from 4th to 6th May 2018, the Giro will arrive in Rome on 27th May. The highly anticipated individual time trails where the cyclists have to show their #dontcrackunderpressure mettle will be during the first stage to Jerusalem West on 4th May and during the 16th stage from Trento to Rovereto on 22nd May.

Partnership confirmed with the Giro

Countdown © TAG Heuer

This partnership underlines TAG Heuer's dynamic strategy in the world of cycling, a global sport the popularity of which is constantly increasing, as demonstrated by the ever-growing number of amateur cyclists hitting the roads every weekend across the world from the Silicon Valley to Europe, Australia to Asia. An abiding passion that fills managers and millennials alike, that brings people together and promotes team spirit. A sport that translates into drive, resilience, determination and TAG Heuer's #dontcrackunderpressure slogan; a powerful mental state that enables riders to overcome seemingly impossible challenges like tacking the Dolomites.

Partnership confirmed with the Giro

TAG Heuer Connected Modular 45 Giro d'Italia with anthracite dial and pink strap © TAG Heuer

It's worth remembering that in 2017 under the leadership of Jean-Claude Biver, CEO of TAG Heuer and President of the Watchmaking Division of LVMH, TAG Heuer re-established its link to professional cycling following a 20-year absence. Although already a sponsor of BMC Racing Team (a partnership that began on 1st January 2017), the Swiss watch brand wants to further affirm its commitment to cycling by acting as the official timekeeper for some of the most important races in the world.


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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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