September 27, 2017 (New York, NY) – TAG Heuer, the avant-garde of Swiss watchmaking, announced a sponsorship with Cycle for Survival, the movement to beat rare cancers, as the Official Timepiece and Timekeeper at The Times Square Takeover event on Wednesday. Nearly 1,000 supporters took part, including rare cancer survivors, patients, caregivers, Memorial Sloan Kettering Cancer Center (MSK) doctors and special guests. The cycling rides took place on more than 100 stationary bikes in Times Square, led by instructors from Equinox, Cycle for Survival’s founding partner. The instructors were all wearing the TAG Heuer Connected Modular 45 watch, which is the first Swiss Made luxury smartwatch powered by Intel and Androidwear 2.0 that includes technical features like built-in GPS and is water resistant to 50 meters, perfect for all athletes.
The Times Square Takeover marks the official kick-off of registration and the start of fundraising for Cycle for Survival’s 12th year of national indoor cycling events that will take place in 16 cities in January, February and March of 2018. Supporters across the country took action today raising awareness about the cause on social media, registering for the upcoming signature rides and making donations at cycleforsurvival.org. 100 percent of every dollar raised goes to rare cancer research led by MSK, which owns and operates Cycle for Survival.
Kilian Muller, President and CEO of TAG Heuer North America, was present at today’s Times Square Takeover to announce the partnership. “TAG Heuer has a history of supporting philanthropic causes and we are proud to join Cycle for Survival in their effort to beat rare cancers,” says Kilian. “The fight against cancer is never ending and Cycle for Survival demonstrates that strength to never give up, a value that TAG Heuer shares.”
Henrik Lundqvist, New York Rangers Goal Keeper and Friend of the Brand, was also in attendance and participated in the 12PM scheduled ride. “I’m excited to be here and ride with TAG Heuer alongside hundreds of others in an effort to fight cancer. I have always believed in facing head on the adversity that comes in life and this movement is exactly that,” adds Henrik.
TAG Heuer has a long history of supporting cycling, dating back to 1946 when the brochure of Swiss watchmaker HEUER mentioned utilizing pocket chronometers to time races and trials. TAG Heuer again ventured into the world of cycling in 1985 as sponsor of the HEUER SKIL SEM team and its leader Sean Kelly. From 1986 to 1990, the brand’s involvement continued with Team KAS TAG HEUER and the American 7-Eleven Cycling Team, founded by Jim Ochowicz – the current President and General Manager of BMC Racing Team. TAG Heuer returned to the world of cycling in 2016 after a 20 year hiatus and announced a partnership with BMC Racing team. The brand continues to strengthen its commitment to cycling and is partnering with 10 major races in the UCI international calendar in 2017, in addition to being appointed Official Timekeeper of the legendary Giro d’Italia, which celebrated its 100th edition in 2017.