Timing partners are an integral part of any sporting event, proudly displaying their engineering excellence, technology and brand credentials to the audience concerned. However, as the marketplace becomes increasingly crowded, brands’ use of sport to engage different sets of consumers is becoming more diverse. This month’s Briefing studies the sporting intentions of luxury brands you’d traditionally associate with sport, coupled with challenger companies stepping into the arena.
We took the opportunity to speak to decision-makers behind Timex, Seiko, Rotary, Bulova and Inter-City (Roamer, Swiss Military and Tendence).