Longines, the official timekeeper of the Hampton Classic
Swiss watchmaker Longines is targeting affluent equestrians through a partnership as the official timekeeper of the 38th Annual Hampton Classic Horse Show in Bridgehampton, NY, Aug. 25 to Sept. 1.
The long-lasting relationship between the watchmaker and equestrian sports is likely to establish brand enthusiasts of various age as the sport is appealing to a wide age demographic.
A brand that partners with a sporting event is likely to increase its exposure through a larger audience of sports fans.
“Any match in an affluent community with a sport supported by the affluent is attractive to marketers,” Chris Ramey, president of The Home Trust, Miami, FL.
“Longines will be in front of the best prospects when they’re most at ease. This allows a more indelible impression,” he said. “Equestrian sports, outside of Polo, tend to be family events.
“Impressing the young, teaching them that Longines is part of their family lifestyle is key win.”
Mr. Ramey is not associated with the brand or event, but agreed to comment as an industry expert.
Longines and the Hampton Classic were unable to comment directly.
Pony up
Longines is likely to increase its exposure among the equestrian community and aspirational spectators as the official timekeeper.
Longines clock
The classic features more than a 100 classes of equestrian competitions with riders of all ages, which makes the event family friendly.
Classes at the show range from jumper, hunter, equitation, short stirrup and competitions for riders with disabilities.
The two featured events include the $250,000 FTI Consulting Grand Prix and International Equestrian Federation World Cup Qualifier held on Sept. 1. Winners of these competitions then qualify for the 2014 Longines International Equestrian Federation World Cup Final held in Lyon, France in April 2014.
Longines has signed on the sponsor the FTI Consulting Grand Prix, the $40,000 Longines Cup and the $50,000 Spy Coast Farm/Young Horse Show Series Grand Prix Qualifier events.
The 2012 Hampton Classic Horse Show
As a way to bring attention to the new found partnership, Longines is introducing a new event to the Classic, the Longines Rider Challenge.
Open jumper division riders will compete against each other for points for a chance to win $30,000.
Now in its 38th year, the Hampton Classic Horse Show features six show rings, a Boutique Garden with more than 70 vendors and a selection of dining options. Programming attracts leading equestrian professionals, enthusiasts and affluent individuals to experience a summer staple in the Hamptons.
Longines is also involved with other International Equestrian Federation events around the world. Involvement includes the Longines Rankings, timekeeping at the Furusiyya FEI Nations Cup and the FEI World Equestrian Games in 2018 and 2022.
Partnering with large equestrian events is likely to be ideal for the Swiss watchmaker as it will showcase the brand’s image, timekeeping technologies and data-handling services.
The Hamptons Classic Horse Show is publicizing the partnership through Facebook by allowing followers to access more information about the Longines partnership via press release.
Hampton Classic Facebook page
Longines is using multimedia applications, large display screens, scoreboards and broadcasting to promote equestrian events throughout the world, including the upcoming Hampton Classic.
Calling all sports fans
Brands aiming to target a large audience of both aspirational and brand enthusiasts are likely to benefit from partnering with sporting events. Involvement in sporting events helps brands to increase their exposure through sponsorship, prizes and consumer goods.
For example, Swiss watchmaker Richard Mille is targeting affluent female consumers with two new partnerships that embed the brand in women’s golf and demonstrate its commitment to top-tier performance in sports.
The watchmaker has become the major partner in the Lacoste Ladies Open Tournament and selected golf champion Diana Luna as the brand’s first female sporting partner. Delving into a sport with an event partnership and brand ambassador will give the brand much exposure at the event (see story).
In addition, Swiss watchmaker Hublot is feting its new brand ambassador, soccer star Radamel Falcao, through a partnership with a United Nations charity to help impoverished families in Colombia.
The watchmaker and Mr. Falcao will be helping to generate additional aid for his hometown of Grand Lagoon of Santa Marta, Colombia, by donating a portion of the sales from each Classic Fusion Falcao watch to the families in that area. The watchmaker is likely to boost brand exposure in South America and Europe through Mr. Falcao and the charity efforts (see story).
Sporting partnerships is an active way for brands to generate more exposure through a common interest.
“Brands are judged by the brands and organizations to whom they associate,” he said.
“Managing those associations may be a brand marketer’s most important responsibility.”
Final Take
Jen King, editorial assistant on Luxury Daily, New York