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Tag Heuer seals World Surf League deal

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.”