Two upscale Swiss watches have added sports sponsorships to their marketing:
Glycine Watch marked its 90th anniversary by signing a three-year “special partnership deal” with French stunt pilot Pascale Alajouanine—”the ideal representative of our values of rigor and technology,” said Katherina Brechbühler, general manager of the Biel, Switzerland, watchmaker. Alajouanine, an optician, holds the European Champion title for seven French championship victories and one team World Championship. She currently wears—and uses in competitions—Glycine’s automatic Airman 9, which combines chronograph and universal time functions.
JeanRichard has signed a three-year timekeeping and sponsoring contract with organizers of the American Le Mans Series (ALMS), one of the most challenging in motor racing. Inspired by the celebrated 24-Hour Le Mans, the ALMS comprises nine races between March and October in four categories of Grand Tour (GT) cars and prototypes. The 12 Hours of Sebring in Florida opened the 2004 championship season in March. Drivers of winning teams received an individually numbered and personalized JeanRichard Grand TV Screen Chronoscope watches.