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Sriram Srinivasan
Partho Ray

Chennai , March 12

SWISS luxury watchmaker Tag Heuer is planning to extend its association with sports that are "not-so-common" in India by sponsoring local golf tournaments or even organising its own golfing event later this year, the organisation's Brand Manager, Mr Manishi M. Sanwal, told Business Line.

Apart from golf, Tag Heuer will also look at the possibility of associating itself with polo and diving-related sports, he said.

But for the first part of the year, the watchmaker's focus would be on leveraging its relationship with Formula One racing.

In Chennai, on Friday, Tag Heuer launched the `Kirium Formula One Collection,' which formed part of a series of road shows that the company is conducting in 14 cities. In these road shows, Tag Heuer will display a Formula One Car along with its range of watches.

The company sponsors the McLaren Mercedes team and has Kimi Raikkonen and David Coulthard as brand ambassadors.

To promote interest in Formula One racing, Tag Heuer has tied up with Crossroads, Mumbai, and is in talks with a couple of malls in Delhi to screen the races this season. It also plans to run contests during such screenings, Mr Sanwal said.

Its current alliance with the Malaysian Tourism Promotion Board will give Tag Heuer customers a chance to win a trip to the Sepang F1 circuit in Malaysia.

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