TAG Heuer has revved up its presence in the sporting world as the Official Timekeeper of the Broadmoor Pikes Peak for the third consecutive year.
Also known as ‘The Race to the Clouds’, the Pikes Peak Hill Climb is the second oldest car and motorcycle race in the US, and is held in the southern front range of the Rocky Mountains, Pikes Peak, Colorado.
In the build-up, TAG Heuer challenged the drivers with the hashtag ‘#DontCrackUnderPressure’, making reference to the brand’s new advertising campaign slogan, previously used in campaigns between 1991 and 1994.
French driver, Romain Dumas, finished the race in 7:57:148 beating the previous overall record of 8:13.878 and became the first driver to complete the course in under eight minutes.
TAG Heuer and the race itself both share a rich history in the sport of motor racing.
The Pikes Peak race was born in 1916, the same year TAG Heuer launched its first Mikrograph, which was the first chronograph accurate to 1/100 of a second.
It is these high-quality chronographs that have been used for sporting events throughout the world and paved the way for TAG Heuer to become the official timekeeper for some of the biggest events in motor racing, including the Monaco Grand Prix, the Carrera Panamericana, and the Indy 500.