Anne M. Eberhardt

Longines Named Official Breeders' Cup Partner

The famous Swiss watchmaker will sponsor Turf and Distaff, award Prize of Elegance.

Famous Swiss watchmaker Longines has become an official partner of the 2014 Breeders' Cup World Championships, which take place Oct. 31 and Nov. 1 at Santa Anita Park, it was announced Oct. 23.

Longines will be the "Official Timekeeper and Watch" of the two day-event encompassing 13 World Championships races. The brand will also be the title partner of the Longines Breeders' Cup Turf (gr. IT) and Longines Breeders' Cup Distaff (gr. I).

In addition to its official designation, Longines will present Conquest Classic watches to the owner, breeder, trainer, jockey and stable staff of the winning horse in the Longines Breeders' Cup Distaff, the Longines Breeders' Cup Turf, and the Breeders' Cup Classic (gr. I). The brand will also have a prominent presence throughout Santa Anita with branded clocks and banners decorating the course.

In keeping with the brand's motto that "elegance is an attitude," Longines "Ambassador of Elegance" Simon Baker will attend the Breeders' Cup. The company will organize the "Longines Prize of Elegance" competition both days to celebrate the iconic style of the Breeders' Cup World Championships. With the help of celebrity judges, Longines will choose the most elegant man and woman and award them each with a magnificent Longines watch.

"We couldn't be more excited about joining forces with Longines," said Craig Fravel, president and CEO of the Breeders' Cup. "This partnership reflects the evolution of the Breeders' Cup and illustrates its appeal to prestigious brands and their target audience. The inherent sophistication and style in typical Breeders' Cup attendees mirrors that found in Longines traditional consumers."

"We are really proud to be the 'Official Partner and Timekeeper' of the Breeders' Cup World Championships, an event that matches perfectly our core values, namely tradition, performance, and elegance," said Juan-Carlos Capelli, Longines vice president and head of international marketing.

"Our passion for equestrian sports dates back to 1878, when the brand produced a chronograph engraved with a jockey and his mount and being now associated with one the most important events of the international horse racing season is a great honor."