Longines: Time honoured tradition

It has been the scene of many great moments since it was founded by Queen Anne in 1711 with some of the best horses in the world racing across the iconic finish line. Since 2006, Longines has been recording these moments and this year marks another landmark in history – the tenth anniversary of Ascot Racecourse’s partnership with the luxury Swiss watch maker who came on board as their first Official Timekeeper and Official Watch.

Longines’ official celebration of their 10 year partnership will be held at the QIPCO British Champions event held this Saturday. In addition, VIP’s have been invited to an exclusive party held in one of their London boutiques this week. British Champions Day, now in its sixth year, is the finale of the European Flat racing season and a perfect occasion to salute Longines involvement.

The richest race day in the British calendar, it’s a golden opportunity to see the World’s finest horses and jockeys battle it out for another piece of history.

For centuries racing has carried a strong lifestyle element and Ascot Racecourse has embodied this ideal more than most: newsworthy outfits, morning suits, champagne, the British passion for a picnic in the car park.

This ambience and sense of occasion together with the thrilling, “first-past-the post” sport of racing makes a distinguished brand like Longines a perfect fit.

An elegant Chronometer can be seen by the finish line, recording winners of Ascot’s famous races and there are several other Longines timepieces strategically positioned around the picturesque Berkshire racecourse. 

The luxury brand which was established in 1832 has a long tradition of being associated with horse racing. From 1881, Longines was appearing on racecourses, famed for its accuracy in timing performances to the second. 

Juliet Slot, Commercial Director of Ascot Racecourse explains why Longines were approached for this fundamental role.

“Due to our 305 year history, we work with established brands, whose reputation we can research and evaluate. We look for brands that fit with our values of elegance and originality and that are uplifting. Longines is over 180 years old and there was never any doubt other than that it was always going to be a perfect fit. Their timing support is absolutely vital for the flat season.” 

“What is fabulous is that Longines recognises when a new course record is set by giving the winning connections a watch. It is such a great way for them to celebrate this achievement. Longines is a long-standing and very important partner to Ascot. Apart from being the official Timekeeper and Official Watch, they are also associated with two important races and provide a huge amount of marketing support around the partnership which helps us jointly promote our association and our brands.” 

Coupling racing with Equestrian, Longines holds a hugely glamorous event in London, on the eve of Royal Ascot.

The Longines Ladies Award recognises an invaluable contribution to the equestrian world. This year’s winner was Her Royal Highness Princess Anne, who the following day presented Longines watches to the winning jockey and connections of the King’s Stands Stakes at Royal Ascot. 

This Saturday Ascot Racecourse delivers the conclusion of the QIPCO British Champions Series, featuring the end-of-season championship races for all distance categories including the prestigious Champion Stakes over ten furlongs.

Tickets have nearly sold out but if you want to get a slice of the action and join the Longines celebration, visit: 

https://www.ascot.co.uk/horse-races-and-events/qipco-champions-day

Photography Credit: Ascot Racecourse