Guests of TAG Heuer gathered at the Westin Mina Seyahi to honour the UAE’s growing cycling community, following a month of success with the Dubai Tour and Abu Dhabi Tour.
The UAE has dedicated cycling tracks, kept in pristine condition, allowing riders to reach their full potential. The Al Qudra cycling track is purposefully built only for riders, and at more than 150km long, it offers riders a place like no other to get on their bike.
And at this year’s Dubai Tour and Abu Dhabi Tour events, fans were able to get up close and personal with the professional riders, and their equipment in the villages, where the bikes were on show and fans learned more about the sport.
TAG Heuer’s celebration evening showcased a documentary following ‘the Zebras’, a group of riders assembled in the UAE. Anne-Claire Richomme, TAG Heuer Middle East Marketing Manager, said, “The reason we chose the Zebras is because they are a true representation of the cycling community in the UAE. The Zebras’ appetite for cycling doesn’t end with their group rides, as they also participate in local and international amateur races throughout the year.”
The event was also a chance for the Swiss watchmaker to showcase their new Connected Modular 45 timepiece, a digital watch combining Swiss luxury watchmaking and Silicon Valley Technology creating his and hers smartwatches.
The range is suitable for sport by being both durable and waterproof, with interchangeable straps so the same timepiece can also be worn with a suit and tie. Google and Intel collaborated in the engineering of the watch to allow users to connect their smartphone via Bluetooth to listen to music while exercising, as well as reading emails and messages from the watch-face.
New line: TAG Heuer Connected 45.
The interface is also fully customizable – you can change the hands to match the straps, or change the dials, which appear on screen. Options available range from a daily step-counter to current exchange rates and even boarding passes.
There are 11 modules available to choose from, which can each be changed to fit a choice of ceramic, titanium, leather or rubber straps.
Richomme added: “TAG Heuer has been involved with cycling since 1946 and in 1985 the brand ventured into the world of professional cycling with the Heuer Skil SEM team. From 1986 to 1990 the brand involvement continued with team KAS TAG Heuer and the American 7-Eleven cycling team.
“Therefore tonight was a great opportunity to showcase our involvement and dedication to the sport in the region at both professional and amateur level. It was also a great chance to close the cycling season after the success of the Dubai and Abu Dhabi Tours.”
