In Doha, on October 8th, on the eve of the UCI Road World Championship 2016, TAG Heuer CEO Jean-Claude Biver announced the brand’s return to the world of international professional cycling. Closing a hiatus of more than 20 years, TAG Heuer is joining forces with BMC Racing Team represented by owner Andy Rihs and Jim Ochowicz, the team’s President and General Manager.
A global partnership
All team members will be sporting the TAG Heuer Connected, which will provide them with information and communications.
The watchmaker’s logo will be visible on all strategic locations. On the jerseys, the watchmaker’s famous shield will appear high up and on the sides of the sleeves. On podiums, during interviews, this same logo will feature on all the cyclists’ caps. Finally, the team’s official vehicles will sport the TAG Heuer and BMC colors side by side.
As a tribute to TAG Heuer’s cycling heritage, road racing legend Dag Otto Lauritzen (age 50, Norwegian pro cyclist from 1984 to 1994, stage winner of the Tour de France and the Vuelta a España, bronze medalist at the 1984 Olympics, and member of 7-Eleven Cycling Team which in those days wore the TAG Heuer colors) was present as well.
Also in attendance to mark the occasion, 2015 Australian time trial champion Richie Porte, leader of BMC Racing Team in 2016 (winner of Paris-Nice in 2013 and 2015 as well as Volta a Catalunya in 2015) and the 7 selected riders for the UCI World Championship Team Time Trial, Tom Bohli (SUI), Rohan Dennis (AUS), Stefan Küng (SUI), Daniel Oss (ITA), Manuel Quinziato (ITA), Taylor Phinney (USA), and Joey Rosskopf (USA).
TAG Heuer and cycling: back in the saddle after a hiatus of more than 20 years
The first pairing of professional cycling with the brand dates back to 1946, when pocket chronometers for measuring time during races and trials are first mentioned in the brochure of Swiss watchmaker HEUER. In 1985, TAG Heuer ventured in earnest into the world of professional cycling as sponsor of the HEUER SKIL SEM team and its leader Sean Kelly. From 1986-1987 to 1990, the brand’s involvement continues with Team KAS TAG HEUER and the American 7-Eleven Cycling Team, founded by none other than Jim Ochowicz – the current President and General Manager of BMC Racing Team whom TAG Heuer is partnering with again today.
