By TAG Heuer, TAG HEUER TEAM —  05 May 2017


A 3609,1 km route including passes at an altitude of more than 2700 metres. The Giro d’Italia is one of the most #DontCrackUnderPressure cycle races in the world


For TAG Heuer, which last October renewed its links with the cycling world, this is an unmissable opportunity to commemorate the centenary of the legendary race.

They're off! The much anticipated 100th edition of the Giro d'Italia got under way today in Alghero, sporting TAG Heuer colours for the very first time. The Swiss watchmaker has become the race's Official Timekeeper after signing a global agreement with RCS Media Group in February.

Jean-Claude Biver, CEO of TAG Heuer and Chairman of the Watch Division of LVMH Group, said: "The Giro d’Italia is one of the biggest races on the international circuit. It is a legendary and iconic race that will celebrate its 100th edition this year. We are therefore very pleased to be the Official Timekeeper for this famous circuit race. Added to that, the culture of innovation demonstrated by the organisers is perfectly aligned with the avant-garde spirit of TAG Heuer."

The Giro d'Italia is an annual stage race which is considered the second most important race on the international circuit. Created in 1909 by the newspaper La Gazzetta dello Sport, the Giro d’Italia has only been cancelled twice - during the First and Second World Wars.

Featuring 21 stages, 3609,1 km and mountain passes at an altitude of more than 2700 metres, the Giro takes in some of the most breathtaking scenery in Italy, from the Mediterranean coasts to the summit of the Monte Grappa, by way of Mount Etna. The race got under way today in Alghero, with riders due to cross the finish line on 28th May after the final stage in Milan, which is symbolic for TAG Heuer since it begins at the Monza circuit.

TAG Heuer and cycling

The first pairing of professional cycling with the brand dates back to 1946, when pocket chronometers for measuring time during races and trials are first mentioned in the brochure of Swiss watchmaker HEUER. In 1985 — more than 30 years ago — TAG Heuer ventured in earnest into the world of professional cycling as sponsor of the HEUER SKIL SEM team and its leader Sean Kelly. From 1986-1987 to 1990, the brand’s involvement continued with Team KAS TAG HEUER and the American 7-Eleven Cycling Team, founded by none other than Jim Ochowicz – the current President and General Manager of BMC Racing Team. In 2017, already a partner of BMC Racing Team, TAG Heuer will now be partnering 10 major races in the international calendar.