The World Surf League (WSL) has signed up Swiss watchmaker Tag Heuer as the official timekeeper of the Big Wave Tour.
The length of the multi-year partnership was not disclosed.
Under the deal, Tag Heuer will support the ‘Biggest Wave’ and ‘Biggest Wipeout’ components of the annual WSL Big Wave Awards and will push its #DontCrackUnderPressure promotional campaign.
“Tag Heuer is the first luxury brand to enter the surf world,” Tag Heuer chief executive Jean-Claude Biver said. “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.”