TAG Heuer - New sports partnership for the watch brand
At the beginning of December, Jean-Claude Biver, CEO of TAG Heuer and President of the Watches & Jewelry Division of the LVMH group, announced the involvement of the watch brand from La Chaux-de-Fonds in the Patrouille des Glaciers, an international ski mountaineering race held every two years by the Swiss army. TAG Heuer thus becomes the official timekeeper and watch for the Patrouille des Glaciers and will therefore be present at the next edition of this gruelling race, which will take place from April 19th to 22nd 2016. To highlight this new partnership in an appropriate manner, the Manufacture has created a watch dedicated to the Patrouille: the TAG Heuer Formula 1 Edition Speciale Patrouille de Glaciers. Available from March 2016, it will be issued in a 200-piece limited series.
International flavour
The Alpine race is a Swiss sports symbol which also has international appeal, with a Chinese patrol joining the Swiss athletes this year. In this regard, Jean-Claude Biver announced, "the Patrouille des Glaciers is one of Switzerland's most legendary races. I am incredibly proud that the Swiss Army has chosen TAG Heuer as its partner. We are going to be involved in the race in the most dynamic fashion: not only as its sponsor, but also by organising the attendance of a patrol of four Chinese racers who will take part in the race and discover ski mountaineering in our Alps, helping to raise the event's international profile."
A victim of its own success, this year the race once again received more entries than the number of available places. Following a draw, 1,625 patrols have been accepted for the competition, thus leaving some 900 athletes without places and having to wait patiently for 2018 to enter the military race, since the waiting list has been eliminated for organisational reasons. "Half the patrols are made up of Swiss military participants, guides and international soldiers," explained Colonel Max Contesse, commander of the Patrouille des Glaciers.
Watches and cheese
When it comes to gastronomy, Jean-Claude Biver has a special place in his heart for cheese. Around five tons of cheese are produced annually using milk from his 86 cows from Valais pastures. And in what has become a tradition during Jean-Claude Biver's watchmaking events, he arrived with one of his own cheese wheels for the announcement of the partnership with the Patrouille des Glaciers. The official cheese-cutting ceremony performed by Max Contesse and Fabrice Favero, despite being somewhat tricky in the absence of a decent knife, took place amid a good-humoured atmosphere and was followed by an immediate opportunity to taste the product.
Fabrice Favero, president of the Association de Promotion et Soutien de la Patrouille des Glaciers (Association to promote and support the Patrouille des Glaciers) added that "the legend of the Patrouille des Glaciers matches passion, self-surpassing effort and team spirit in our wonderful mountains with the prestigious international TAG Heuer brand that seamlessly mingles sports performance with technological innovation. According to the members of the military attending the event, the day was a success, in terms of both the visit to the Manufacture and the lunchtime fondue.
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