10 July. The “Haute Route” on time with TAG Heuer!

This race is the world’s highest, toughest and most prestigious amateur cycling race.

Rookie or expert, 1600 dedicated amateurs tackle the highest, steepest, most world-renowned cycling terrain, pushing themselves to their physical and mental limits – and experience what it’s really like to ‘ride like a pro’. #DontCrackUnderPressure is their motto.

TAG Heuer has been appointed Official Timekeeper for the “Haute Route”. This multi-year partnership will see the Swiss luxury watchmaker provide timing solutions during the Haute Route’s series of week-long stage races across Europe’s iconic cols in the Alps, Pyrénées and Dolomites Swiss Alps, injecting its #DontCrackUnderPressure campaign into the heart of the race.

From August 15th to September 8th 2015, 1600 cyclists from more than 50 nationalities will race in three separate events following the same format: seven fully timed and ranked stages over seven consecutive days.

800km of timed and ranked road racing, 20 iconic mountain passes and 20,000 vertical meters of climbing – the equivalent of two ascents of Everest, with professional organization including medical teams, mechanical support, rolling road security, film crews, and of course massages, competitors are 100% immersed in the world of cycling for 7 unforgettable days.

Jean-Claude Biver, CEO of TAG Heuer and President of the Watch Division, LVMH Group said: “We are very proud to be associated with the Haute Route because it allows people to achieve something extraordinary, to push their limits and face down a challenge. Our claim #DontCrackUnderPressure fits perfectly with the challenge of racing across the toughest mountain terrain in world cycling hand-in-hand.”

Rémi Duchemin, CEO of Haute Route organisers OC Sport said: “This is an extremely exciting moment in the development of the Haute Route. TAG Heuer has a proud history of supporting some of the most dynamic and fast-moving events in sport – we are delighted the Haute Route will sit in such an illustrious portfolio. Over the last five years the Haute Route has defied the conventions of amateur cycling, providing a platform for bold and ambitious riders to push their boundaries and achieve a level of excellence that seemed impossible.”

The Haute Route Pyrenees starts in Anglet on the Basque coast, finishing in Toulouse; the Haute Route Alps starts in Nice, finishing in Geneva; and the Haute Route Dolomites Swiss Alps covers a course from Geneva to Venice. For further information, www.hauteroute.org