TAG Heuer, in partnership with RCS Sport, has today strengthened its links with professional cycling by organising a unique and unprecedented race.
Cadel Evans, 80 amateur cyclists, the BMC Racing Team and the Tour of Lombardy; a beautiful family photo featuring the colours of TAG Heuer!
On the day of the 111th edition of the Tour of Lombardy, for which TAG Heuer is the Official Timekeeper, no fewer than 80 amateur cyclists have taken part in a 25 km race, led by a cycling icon, the Australian Cadel Evans. It deals with the last, challenging 25 km of the route covered by the professionals in the afternoon.
Cadel Evans, a BMC Switzerland ambassador, became a friend of the brand earlier this year. This legend's career is impressive to say the least: World Champion in 2009 and winner of the Tour de France in 2011, he is one of very few riders to have reached the podium in all three of the Grand Tours on the world circuit.
Today a new challenge awaits him: a breakaway in the middle of 80 amateur cyclists! In a friendly atmosphere, the 80 riders gathered their equipment and mounted their BMC bikes to take part in this extraordinary race. They followed the route through the magnificent district of Como, its mountains and lake.
Those who took part finished their day by attending the arrival of the professional cyclists competing in the Tour of Lombardy. This race is a benchmark in road cycling. The route is known for being difficult, as it crosses between the mountains and the area surrounding Lake Como. Thanks to a global agreement with RCS Sport, the Tour of Lombardy, as was the case for other races organised by the group since the start of the year, will be sporting the TAG Heuer colours.
It's worth recalling that, following a 20-year absence, TAG Heuer this year renewed its links with top level cycling under the direction of Jean-Claude Biver, CEO of TAG Heuer and President of the LVMH Group Watch division. Already a sponsor of BMC Racing Team (a partnership that began on 1st January 2017), the Swiss watch brand wished to further strengthen its commitment to cycling by becoming Official Timekeeper for some of the biggest races around the world.