Elite Traveler July-August 2016

INFLUENCE WATCHES COLUMN

elite traveler JULY/AUG 2016 55

With the Olympics upon us, timing is everything. Bring on the sports watches – where flawless timing is the name of the game. RobertaNaas zones inon the best Roberta Naas on sports watches

Hublot has found its niche as a sponsor of the Dallas Cowboys and is the official timekeeper of the 2016 International Cricket Council (ICC) World Twenty20 competition. Hublot also has a host of brand ambassadors on its roster, including Usain Bolt – who is set to compete in the Rio Games. A multi-time track winner, a star at both the 2008 and 2012 Olympics, and holder of multiple titles and medals, Jamaican-born Bolt is known as the fastest man of all time – hence his nickname, Lightning Bolt. He has worked closely with Hublot in the creation of two timepieces that carry his name, and says that the support of Hublot in all he does has helped him to stay focused on his sport. The same is true of Kai Lenny, TAG Heuer brand ambassador and Big Wave Surfer. TAG Heuer is a sponsor and official timekeeper for the 2016-2017 season of the World Surf League, including the Pe’ahi Challenge in Hawaii, and sponsored the Australian Open of Surfing earlier this year. While not an Olympic sport, surfing is one of the most entrancing – perhaps terrifying – sports today. Although beautiful, the ocean is also incredibly dangerous, and each time these individual athletes go out to conquer a wave they risk their lives. For TAG Heuer, the fit with surfing and Lenny is perfect, it attracts the brand’s active customers and puts the brand name in some of the coolest locations around the world. While TAG Heuer has not teamed with Lenny to build a watch, he does participate in the brand’s “Don’t crack under pressure” advertising campaign. Appropriately, the watch dedicated to the sponsorship is the TAG Heuer Aquaracer.

TAG Heuer Aquaracer 300 Meter Ceramic 43mm watch with Automatic Caliber 5. $2,250, available online at tagheuer.com

The 28th International Summer Olympic Games are upon us . More than two weeks of competitive sports events are taking place in Rio de Janeiro from August 5 to 21, with a host of individual and team sports promising to captivate us. All eyes are on the athletes who have trained and prepared for this moment for years. Whether that preparation leads to a medal or not comes down to precision timing on the day. With nanotechnology and ever more accurate timekeeping, many watch brands align themselves with sports. Typically, that tie is with aviation, automobiles, sailing, golf or tennis. However, a few brands partner with more rugged sports. Watch brands often sponsor events or athletes, or act as official timekeeper. Certain brands excel in that role, investing time and capital into research and development that will advance accurate timing to new heights. Omega is a brand that has long put its money where its mouth is. Involved in the Olympic Games since 1932,

when it was the official timekeeper for the first time, Omega has played a key role for 26 consecutive games. The brand has unveiled some of the most technologically advanced devices ever used in precision sports timing. Omega will arrive in Rio de Janeiro with a team of timekeeping professionals, supported by 400 tons of equipment, backed up by hundreds of local assistants, to deliver instantaneous, flawless timing to the world’s top athletes. Time tracking has evolved into a highly sophisticated, almost futuristic technology. The Olympic Games gives Omega high visibility in front of millions of global viewers and allows the brand to showcase its dedication to precision timing, and therefore accuracy, in its watches. Additionally, Omega unveils a unique Olympic-inspired watch for every Summer and Winter games, and this year, in honor of the Rio Games, has introduced three different timepieces – Seamaster Diver 300m “Rio 2016” Limited Edition; Seamaster Bullhead “Rio 2016” Limited Edition; and Speedmaster Mark II “Rio 2016.”

Hublot Big Bang Unico Usain Bolt Limited Edition Chronograph with Lightning-shaped center second hand, and green accents and gold strap to honor Jamaica $42,000, Oren Agai, +1 646 582 9813, Hublot New York

Roberta Naas is an American journalist who has covered timepieces for more than 30 years. She is the founder of ATimelyPerspective.com, author of six books on the subject and contributing writer for many publications

Omega Seamaster Bullhead Rio Limited Edition watch $9,600, Omega Fifth Avenue, +1 212 207 3333