The almost indestructible Swiss Military Hanowa’s Immersion will be the official timepiece of Men’s Health magazine’s gruelling Survival of the Fittest event this year.
The 10k urban assault cause will be contested by 90,000 participants and spectators across five cities, starting in Cardiff on September 28.
The brand, which is represented by Inter City Group in the UK, is expecting exposure to an audience in excess of 20 million via digital and print media including live television coverage by Channel 4 of the London leg of the race.
Spectators will see branding in each of the locations across the five cities: Cardiff, Nottingham, Edinburgh, Manchester and London.
Julie Halford, head of brand marketing at Inter City Group, says the sponsorship is an ideal partnership. “We are so excited to be a key partner on this fantastic event, and with Men’s Health magazine which is so respected in the watch industry. The genre of ‘obstacle-racing’ has exploded in recent years and Survival of the Fittest is the largest series of its kind in the UK. This event needed a high calibre durable watch to appeal to an ABC1 sporty consumer and we saw this as a great opportunity for driving brand awareness for Swiss Military Hanowa across the UK.
“We’re looking forward to the exposure the magazine and events will provide, as well as the huge potential of social media that the images from the ‘Time Tent’ offers, and we will be promoting the partnership at Point of Sale”.