Longines Looking Forward to Eighth Breeders' Cup Year

In a sport where time often helps define greatness, Longines has been a natural fit for the Breeders' Cup, horse racing, and equine sports in general.

This year Longines and Breeders' Cup are looking forward to the eighth year of their partnership, one that has expanded to see Longines welcome exclusive, title sponsorships of three of the biggest races of the World Championships: the Longines Distaff (G1), Longines Turf (G1T), and Longines Classic (G1) while also serving as the official timekeeper of all of the races.

The company has developed more than 20 horse racing partnerships representing events on four different continents. Matthieu Baumgartner, vice president of marketing for Longines, said the international horse racing event has been a great fit for the Swiss company that has found an international customer base for its fine watches. 

"The Breeders' Cup World Championships represents one of the key moments during the horse racing season and is the perfect opportunity for Longines to highlight the key values shared with this event: elegance, tradition, and performance," Baumgartner said.

On the track that commitment sees Longines present winning connections with watches. But in keeping with the overall spirit of the weekend, the company also sponsors the Longines Prize for Elegance that will recognize outstanding style of a lady and gentleman attending each day's event.

"This event is an occasion for Longines to invite the public to dive into its universe, to make people live an inspiring and passionate Longines' experience," Baumgartner said of the harmony between the good life celebrated at Breeders' Cup and promoted by Longines. "The brand is organizing the Longines Prize for Elegance each race day and is happy to congratulate the winner of the races with beautiful watches."

Breeders' Cup president and CEO Drew Fleming said that award will add to the celebration.

"Longines adds to the day with these recognitions; it adds to the experience," Fleming said. "We started the partnership in 2014 and they were the official timekeeper and watch for the Breeders' Cup. Then in 2019 we expanded the partnership to include being title partner of the Breeders' Cup Classic. And they're also the title partner of the Turf and the Distaff.

"They're great partners in every sense of the word."

Baumgartner said the company likes being associated with three of the weekend's biggest races, both on dirt and turf. The company will celebrate its 200th anniversary in less than 10 years and it wasn't long after that 1832 founding that it started its association with equine sports.

"The story of Longines and the equestrian sports is one of shared values," Baumgartner said. "Longines' passion for the equestrian world dates back to 1869, when it produced its first pocket watch known to date featuring an equestrian motif. 

"The first Longines chronographs were seen on the American racetracks in the 1880s. Then, over the years, Longines became the official timekeeper of many equestrian events in flat racing as well as in show jumping, eventing, dressage, and driving. The brand has also become the partner of major institutions in the equestrian world, such as the Federation Equestrian International, the International Federation of Horseracing Authorities, and the Latin American Organization for the Promotion of Thoroughbreds."