TAG Heuer and The Muhammad Ali Center host a special boxing event to celebrate the legacy of the legendary boxer and humanitarian.

At the event three commemorative TAG Heuer Carrera Muhammad Ali Limited Edition Timepieces were revealed

Boxing legends, friends and fans of the Greatest of All Time gathered today at BXR London to launch the new TAG Heuer Carrera Muhammad Ali watches. Special guest Larry Holmes and TAG Heuer Ambassador David Guetta attended this special event held at the exclusive boxing-themed professional gym in Marylebone.

Holmes, one of the only 5 defeaters of Muhammad Ali, sparring partner and friend to Ali, added old school boxing glamour and shared vivid stories of the man who inspired so many past and present athletes.

Muhammad Ali is responsible for some of the most legendary moments in sports and civil rights history, and other humanitarian feats. More than 50 years after he emerged as a Gold Medalist at the 1960 Rome Olympics, Ali remains one of the most recognizable men in history.

His incomparable work ethic, revolutionary techniques and fearlessness toward standing up for his beliefs, all contribute to the legend that is Ali. Among his countless awards and accolades, he was named Sports Illustrated’s “Sportsman of the Century,” GQ’s “Athlete of the Century,” was a United Nations Messenger of Peace, and has received the Presidential Medal of Freedom, and the Amnesty International Lifetime Achievement Award.

During the memorable evening Gabby Logan, television sports presenter and former international gymnast, invited the boxing legends in attendance back into the ring to share first hand their memories and stories of Muhammad Ali with the event guests.

The special partnership between TAG Heuer and Muhammad Ali began when Jean-Claude Biver, TAG Heuer CEO & President of the LVMH Group Watch Division met the champion in December 2012 – when ee was being crowned “King of Boxing” by José Sulaiman, World Boxing Council President, in Cancun, Mexico. He was highly impressed and in awe of his presence. For a brand as invested in sports as TAG Heuer, it is an honour to build upon the legend of “The Sportsman of the Century”.

The TAG Heuer Carrera Muhammad Ali Special Edition Timepieces unveiled at the event, are a re-edition from the first collection launched last year and draw inspiration from the 1957 Heuer Ring-Master, a stop watch that featured seven interchangeable rings to allow different sports to be timed. The Carrera Muhammad Ali has a 43mm stainless steel case and two crowns – at 3 o clock, the usual crown for setting the time and at 10 o clock, a crown that rotates the internal bezel. The caseback is engraved with an image of Muhammad Ali and his signature. There are two sets of pattern colors on the dial: Red marking the traditional heavyweight boxing bouts – 15 rounds of 3 minutes, and the cream-colored ring to time amateur boxing which are 2 minute rounds. Both the red and cream markers have one minute breaks in black on the dial. Available with black or blue leather or steel bracelet with a blue opalin dial.

A commemorative TAG Heuer Carrera Muhammed Ali Limited Edition timepiece and a replica boxing glove signed by the Champion himself over 20 years ago was auctioned on the night of the event to raise money for The Muhammad Ali Center in Louisville, Kentucky, USA.

Rob Diver, Managing Director of TAG Heuer Europe, said: “At TAG Heuer, we aim to live by our #DontCrackUnderPressure motto. The legacy of Muhammad Ali is a daily inspiration for us all and we are honoured to be working with the Muhammad Ali Centre in preserving his memory.”

David Guetta, TAG Heuer Ambassador, said: “I have a huge admiration for the Man Muhammad Ali, his legacy within the sport of boxing and his profound ability to connect with a crowd lives strong across the world today. What he accomplished from sport to civil rights is an inspiration to me.”

Mr. Donald Lassere President and CEO of ‘The Muhammad Ali Center’ said: “We’re excited to be part of this special evening that celebrates the tremendous impact of Muhammad Ali. TAG Heuer has helped to create a new platform from which to share Muhammad’s legacy both as a boxer and as a humanitarian, and to inspire greatness around the world.”