Bremont brings Americas Cup to London boutique


Bremont’s involvement in sailing’s most prestigious competition has already secured its famous trophy for the nation, albeit on a temporary basis.

The British watch brand is this year the official timing partner to the America’s Cup, the world’s oldest sporting trophy, and its defending champion, Oracle Team USA.

For two days next week the America’s Cup trophy, affectionately known as the Auld Mug, will be guest of honour at Bremont’s South Audley Street boutique in London.


The trophy will be exhibited instore on Monday 20th and Tuesday 21st July. America’s Cup Event Authority chief executive officer Russell Coutts and Oracle Team USA skipper Jimmy Spithill will also be stopping by to celebrate Bremont’s involvement with the event.

Gile English, Bremont co-founder, said: “This is a very exciting and rare opportunity to see the America’s Cup in the centre of London. We would be delighted to welcome you to our Boutique to see it”.

The first America’s Cup contest took place in 1851 off the south coast of England in a contest won by an American syndicate with a radical new schooner called America. To this date Britain has yet to win it back. America held onto the cup for 132 years before it was lifted by the crew of Australia II in 1983.

The America’s Cup, made by Garrard & Co of London, was originally 27 inches (68cm) high but currently stands at 3.5 feet tall (107cm), having had the base extended twice for engravings. It weighs 36lbs (16kg). The trophy can only be handled by white cotton gloves and when the America’s Cup travels it must have its own business class seat and hotel room.

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