Supplier News

SPORTS EVENTS HELP PROMOTE WATCHES The element of time, critical to both sports and watches, helps join them commercially. Also boosting the connection are booming sales of sports watches. Watch firms not only are linking their brand names to sports, but also creating special models to commemorate specific events. The partnerships benefit both parties - along with retail jewelers who sell the product. "We use sports as a metaphor for success," explains Fred Reffsin. He's executive vice president and general manager for Heuer Time and Electronics Corp., Springfield, N.J., which distributes the Swiss sports watch Tag Heuer in the U.S. His firm has been linked to sports during much of its 135-year history. It currently sponsors individual athletes, including top U.S. slalom skier Matt Grosjean and Indy car driver Eddie Cheever. The firm also was official timekeeper for the 1994 Indianap
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