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Longines steps up Ascot partnership

Swiss watchmaker Longines has enhanced its relationship with Ascot Racecourse by becoming an official partner of the venue.

Longines will retain its position as the official timekeeper of Ascot as part of the new deal, the length of which was not disclosed.

Longines will benefit from exposure during UK commercial broadcaster ITV’s Ascot coverage, as well as an enhanced presence at the racecourse alongside existing official partners, Qipco and Gigaset.

The Longines logo will feature on the Grandstand at Ascot, with the company to also receive permanent on-course and off-course branding throughout the year. The branded chronometer near the winning post and clock in the Parade Ring will remain in place.

Longines will also have its brand elevated on Wednesday during this year’s Royal Ascot, the racecourse’s showpiece meeting of which Longines serves as the official watch. It will supply time pieces to winning connections of any horse breaking a track record over the flat racing season, along with sponsoring several individual races.

Additionally, Longines has announced that it has developed a new ultra-precise timing and positioning system, which is currently in testing at Ascot.

Juan-Carlos Capelli, vice-president and head of international marketing at Longines, said: “Royal Ascot is known worldwide as one of the most prestigious and stylish sporting events on the calendar, with over 300 years of rich history behind it. 

“This enhanced partnership, which sees our brand become an official partner of the racecourse, is therefore a perfect vehicle for the promotion of the Longines values – namely tradition, elegance and performance – values which both organisations share.”

Longines has been a partner of Ascot since 2007. This year’s Royal Ascot meeting gets underway tomorrow (Tuesday) and runs until Saturday, June 23.