TAG Heuer Celebrates Muhammad Ali at Famous New York Gym

Iris Apfel and Tom Brady were at the same party

An unlikely amalgamation of legendary sports figures, Swiss watch guys, and an iconic fashion personality gathered on Oct. 25 at legendary boxing gym Gleason’s in Brooklyn, N.Y., for a charity event that celebrated late boxing legend Muhammad Ali.

The event, which was hosted by Paul “Magic Man” Malignaggi and lured Iris Apfel, TAG Heuer ambassador Tom Brady, and New York Rangers goalie Henrik Lundqvist, centered on a presentation by TAG Heuer of a custom gold timepiece inspired by the famous Ring Master stopwatch introduced in 1957, a pair of Muhammad Ali–autographed boxing gloves, a commemorative medal, and certificates of authenticity, all displayed “in a custom studded leather case made in Switzerland for the occasion,” according to a company statement.


The watch was auctioned at the event, and its $119,000 in proceeds went directly to the Muhammad Ali Center in Louisville, Ky. Tom Brady acted as the event’s auctioneer.

Gleason’s, which is in Brooklyn’s DUMBO neighborhood, “is where Ali trained for the fight where he wowed the world,” said Bruce Silverglade, Gleason’s current owner, referring to the famous 1964 fight between Ali and the heavyweight world champion title holder Sonny Liston. 


From left: Evander Holyfield, Iris Apfel, TAG Heuer CEO Jean-Claude Biver, Henrik Lundqvist, and Tom Brady at TAG Heuer’s Muhammed Ali charity event

Guests at the event also included Ali’s wife, Lonnie Ali; a few of Muhammad Ali’s past opponents, including George Chuvalo and Earnie Shavers; and world-famous boxers Evander Holyfield, Roberto Durán, and Julio César Chávez.

The event also included #Don’tCrackUnderPressure boxing challenges, including one that featured “innovative Hykso punch tracker technology that calculates speed and measures punch type for improved striking intensity and accuracy.” 

(Photos courtesy of TAG Heuer)

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