This multi-year partnership will see the TAG Heuer inject its #DontCrackUnderPressure campaign into the heart of big wave surfing, serving as the Official Watch of the tour, and supporting the “Biggest Wave” and “Biggest Wipeout” components of the annual WSL Big Wave Awards.
Jean-Claude Biver, President of the LVMH Group Watch Division and CEO of TAG Heuer commented: “Be Unique, Different and the First has always been my personal philosophy in all my 40 years of activities, from products development to marketing and sponsoring. TAG Heuer is the first luxury brand to enter the Surf World. 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, with the support of our friend Kai Lenny and his highly contagious enthusiasm.
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