TAG Heuer will be the new face of the London Marathon in 2016 with the company’s marketing activities at an all-time high.
The Swiss watch brand, which has been reinvigorated by the arrival of LVMH watch division president Jean-Claude Biver as the brand’s new chief executive officer, will sponsor the event for the first time as official timekeeper and official watch of the 2016 Virgin Money London Marathon.
Biver said: “The Virgin Money London Marathon perfectly embodies the TAG Heuer mindset of mental fortitude, perseverance and inner strength. Running 26.2 miles requires resilience and willpower and TAG Heuer is thrilled to endorse an event that challenges athletes of all abilities to go beyond the limits of their normal physical endurance. Such ambition embodies the values we cherish at TAG Heuer – #DontCrackUnderPressure”.
TAG Heuer has previously sponsored marathons in New York City, Chicago, Paris, Berlin and Moscow.
Hugh Brasher, race director of the 2016 Virgin Money London Marathon, added: “We are absolutely delighted to announce TAG Heuer as the official timekeeper and timepiece of the 2016 Virgin Money London Marathon. TAG Heuer is globally renowned as a maker of precision timekeeping instruments as their long association with Formula 1 motor racing attests. TAG Heuer is a perfect partner for the world’s greatest marathon and we look forward to a long and happy collaboration”.
Timex sponsored this year’s Virgin Money London Marathon as official timekeeper and watch.