American Marketer


Longines gains visibility at Breeders’ Cup through partnership

October 24, 2014

Breeders' Cup Breeders' Cup


Swiss watchmaker Longines is furthering its relationship with the world of equestrian sports by becoming the official timekeeper and watch of the Breeders' Cup World Championships.

The watchmaker will also be the title partner of the Breeder's Cup's two primary events, the Cup Distaff race on Oct. 31 and the Cup Turf on Nov. 1. The Breeders' Cup is still in the early stages of expansion, so securing an early partnership with the organization will likely pay off in the years to come.

Clomping away

Longines will provide the Breeder's Cup with its timekeeping services, fulfilling a role that luxury watchmakers strive to obtain for all sorts of elite events.

The brand's Longines Conquest Classic watch will be presented to the owner, breeder, trainer, jockey and stable staff of the winning horse in the Longines Breeders’ Cup Distaff race, the Longines Breeders’ Cup Turf race and the Breeders’ Cup Classic race.

Longines Breeder's Cup

Promotional image for the partnership

Longines will be visible throughout the long weekend, with banners and branded clocks stationed in distinct places.

The races are also decisive in helping Longines award the Longines World's Best Racehorse Rankings and the Longines World’s Best Jockey Award.

Breeders’ Cup is referred to as the international Superbowl of horse racing and attracts a wide range of international, affluent fans, according to a Breeder’s Cup executive at Luxury Retail Summit: Holiday Focus 2014 Sept. 9.

The championship race that completes the season has a purse distribution of $5 million, a significantly higher purse size than many races throughout the horse racing calendar. As a result of the high stakes of the Breeders’ Cup, fans tend to skew toward affluence (see story).