Today, the Swiss watch brand Longines becomes the Official Partner of Deauville. The agreement also includes a collaboration with the Pôle International du Cheval Longines Deauville and the photo competition la 25ème heure Longines. The French seaside resort has been decked out with Longines clocks, which can be admired notably along the iconic coastal promenade in front of the famous Planches. Besides, Longines has been the Partner of the world-renowned prestigious Swiss Alpine resort of Saint-Moritz since 2015 already.
Following the success of a similar partnership, which had begun three years earlier, with the prestigious Alpine resort of Saint-Moritz, Longines is proud and honoured to repeat this experience with the town of Deauville, by becoming its Official Partner. This latest commitment also includes a partnership with the Pôle International du Cheval Longines Deauville, an equestrian facility that hosts renowned national and international competitions including the Longines Deauville Classic. It also incorporates the photo competition la 25ème heure Longines, which takes place every year when the clocks go back and invites participants to take a snapshot of the town between midnight and 1am to immortalise this special 25th hour of the day. The Swiss watch brand is now the Official Partner, Official Watch Partner, Official Timekeeper of the Pôle International du Cheval Longines Deauville and the Official Partner and Official Watch Partner of the photo competition la 25ème heure Longines.
On the occasion of this announcement, Longines Vice President and Head of International Marketing Juan-Carlos Capelli said: “It is a great honour today for our brand to become the Official Partner of Deauville, and to see one of the world’s most iconic towns, which is punctuated by equestrian events year-round, decked out in the Longines colours. We have had a long-standing commitment to equestrian sports since the inception of our brand. Our involvement in these sports has continued to grow ever since.”
Meanwhile, the town’s mayor, Philippe Augier, declared: “Horses have always played a vital role in the town of Deauville. Flat racing was one of the first forms of entertainment for inhabitants and tourists alike. In 1863, the beach was converted into a track between the tides and the starting signal was given for the first-ever race. Year after year at the Touques and Clairefontaine racecourses, horses, jockeys, owners, breeders and equestrian enthusiasts flock to their beloved destination of Deauville.”
Deauville and the equestrian universe
Horses have left their mark on the history of Deauville since its foundation. After all, the Duke of Morny – the man behind the resort – made constructing the racecourse a priority over building the church. Now an international showcase of horses’ showcase and a Normandy attraction, Deauville’s two racecourses and its Pôle International du Cheval host races seven months a year, thoroughbred and trotter sales, a world polo championship, a training centre, show jumping and dressage competitions, and paddock polo and horse ball tournaments.
It was therefore a natural step for Deauville and Longines to form this partnership given the shared values that link the town to the watchmaking brand. In addition to the elegance that perfectly epitomises both parties, their mutual attachment to tradition and performance only served to bring them closer.