The World Surf League (WSL) and TAG Heuer on Friday announced the Swiss watchmaker's sponsorship as "Official Timekeeper" of the WSL Big Wave Tour (BWT), lending the company's reputation for being avant-garde to a sport that champions fearlessness, athleticism and places a premium on quality and preparedness.
This multi-year partnership will see the TAG Heuer inject its #DontCrackUnderPressure campaign into the heart of big wave surfing, serving as the official watch of the tour, and supporting the "Biggest Wave" and "Biggest Wipeout" components of the annual WSL Big Wave Awards.
Jean-Claude Biver, President of the LVMH Group Watch Division and CEO of TAG Heuer said, "'Be Unique, Different and the First' has always been my personal philosophy in my 40 years of activities, from product development to marketing and sponsoring. TAG Heuer is the first luxury brand to enter the surf world. Our motto #DontCrackUnderPressure fits perfectly with the WSL Big Wave Tour and makes our partnership different and innovative. It will give TAG Heuer a great boost in terms of connecting with young people, with the support of our friend Kai Lenny and his highly contagious enthusiasm."
"When the WSL acquired the Big Wave Tour and Big Wave Awards, we believed it was an opportunity to elevate some of the most inspiring sportsmen on the planet and their passions to a bigger stage," said Paul Speaker, WSL CEO. "This elevation has not only seen a surge in attention to this incredible sport but has also provided the League with the opportunity to partner with world-class entities. We're thrilled to announce TAG Heuer as the Official Timekeeper of Big Wave surfing and we look forward to a long and fruitful partnership."
The announcement of TAG Heuer's sponsorship follows the 15th Big Wave Awards, which crowned 2014/2015 BWT Champion Makuakai Rothman (HAW), and honored performances for the year's best big wave tube, wipeout, women's performance, and more.