French fashion house Chanel is deepening its cultural commitments.
The company announced a long-term partnership with The Boat Race, the United Kingdom’s longest-running major sporting competition, last year. Set to hit the waves on April 13, the event will be known as The Chanel J12 Boat Race, as the maison takes over as both the title sponsor and official timekeeping partner.
“We are delighted to sign a strategic partnership with The Boat Race who share the same values of collective endeavor and the pursuit of excellence,” said Frédéric Grangié, president of watches & fine jewelry at Chanel, in a statement.
“It’s an honor to be the first ever official timekeeper in the race’s 195-year history to simultaneously become Title Sponsor and principal Partner,” Mr. Grangié said. “Synchronicity in rowing is as crucial to the race as watchmaking craftsmanship to ensure accurate timing; every rower, like every mechanism in a watch, must work together as one; the balance, the weight and the oar movements must all be impeccably timed.
“We look forward to working with The Boat Race over the coming years to bring this partnership to life, through the world of Chanel and our iconic J12 watches.”
On the waterfront
The Boat Race began in 1829 as a competition between Oxford and Cambridge University on the River Thames.
Over time, the race has expanded into men’s and women’s divisions with more than 250,000 attendees, broadcast to millions on television. The event will now be named after Chanel’s J12 timepiece, which was itself inspired by J Class 12-meter race boats from the early 20th century.
The competition pits crews of eight rowers against one another along a 4.25 mile course. Image credit: Chanel
“On behalf of the wider Boat Race community, we are so thrilled to welcome Chanel as our new Title Sponsor,” said Siobhan Cassidy, chair of The Boat Race Company Ltd, in a statement.
“We knew when we first met, on June 10 – the same date as the first ever Boat Race in 1829 – that they understood the appeal of our event and we’re very confident that their involvement will help us take the event to new places and new people, as well as enhancing it for our millions of existing followers.”
Other luxury names such as Italian automaker Maserati – the brand will sponsor the Rolex Monte-Carlo Masters tennis tournament (see story) – have a presence at upcoming sporting events.
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