TAG Heuer brands more than just luxury watches

As perhaps the most recognized name in luxury watchmaking, TAG Heuer may be lending their name within the world of sailing.


Legendary Swiss watchmaker TAG Heuer will be joining forces with a young group of sailors in the 34th Annual Red Bull Youth America’s Cup, which will take place this summer in San Francisco, Calif. The young Swiss team will participate as TEAM TILT in the event. Comprised of six young men, ages 19 to 24, they will compete against nine other strong opponents for the title and coveted trophy.


It’s the perfect match–a Swiss brand and a Swiss team, working side by side at the highest level of competitive sailing,” said TAG Heuer President and CEO Jean-Christophe Babin. “We are very proud and excited to be partnered with this next generation of racing talent. TAG Heuer and Team Tilt are driven by the same values: high-tech, precision, tradition and 100% passion for competition. We hope that this exciting experience will stimulate future Swiss projects. We would be very proud, for example, to be associated with a Swiss bid for the 35th America’s Cup.”


The Swiss team branded by TAG Heuer will be competing in a 72ft AC72 wing-sail catamaran sailboat and a 45ft AC45 class sailboat, a smaller version of the aforementioned.  The smaller AC45 for their preliminary races, and the larger for the finals. The racers must face harsh conditions on the water- strong winds, waves and possible capsizing to claim victory for their country. Sailing on a 72-foot catamaran vessel has its own challenges without the added elements of Mother Nature.


If all these challenges can be overcome and the young racers outwit and outlast their opponents on race day, sailing may become TAG Heuer’s new business front. Should the Swiss team knock off the defending champions, the BMW Oracle Racing team of Germany, then TAG Heuer will have much more to promote than fine wristwatches.

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