LM: In April, Longines and Churchill Downs announced
a five-year sponsorship deal for the Kentucky Oaks.
Were you able to make this year=s Oaks?

With its name tied in with such prestigious racing
events as the Longines Hong Kong
International races, the Prix de Diane
Longines, the Kentucky Derby, Royal
Ascot and the Prix de l=Arc deTriomphe, luxury watch company
Longines has become one of themost visible brands in racing
worldwide. Lucas Marquardt sat
down with Walter von Kanel,
President of Longines, to discuss thecompany=s involvement in racing,
Walter von Kanel
including some recently announced
sponsorships.
LM: Treve recently shaved two seconds off the course
record when winning the Longines Prix de Diane. Do
we think she was trying to impress Longines in thehopes of becoming its next ambassador?
WV: As official timekeeper of the Chantilly racecourse
for the third year, we were indeed very excited. The
2013 edition of the Prix de Diane Longines wasamazing.
LM: Longines has become the preeminent sponsor offlat racing in the world. What makes Thoroughbred
racing a good match for Longines?
WV: Longines has a long tradition in the field of
equestrian sports. Its commitment actually dates backto 1878, with the production of a chronographengraved with a jockey and his mount. This model wasseen on the racetracks in 1881 and was extremely
popular among jockeys and horse lovers. So it is prettymuch a logical choice. Moreover, both Longines andhorse racing share the values of performance, traditionand elegance.
LM: On June 16, you announced a long-term
partnership between the International Federation ofHorseracing Authorities (IFHA) and Longines, wherein
Longines will sponsor the IFHA=s World=s Best
Racehorses Rankings. Is the idea to tie the best in horse
racing to the best in watchmaking? Click here.
WV: This partnership is, in a way, an obvious next
step for our involvement in equestrian sports. Beginning
this year, we have signed a long-term agreement withthe FEI [Federation Equestre Internationale]. The
partnership with the IFHA confirms our commitment tohorseracing.

WV: No, unfortunately I haven=t been able to go toChurchill Downs this year. We have a lot of events
throughout the world, and as it is important for me towork closely with all of our markets, I travel a lot. But I
definitely have to go there once!
LM: Are you a fan of horse racing?
WV: I really like horses and I appreciate the tension wecan feel while watching the races. And as it is a very
elegant sport, true to Longines slogan, AElegance is anattitude,@ I do like it very much.
LM: Of the overseas racecourses (that is, overseas forwe Americans) you=ve visited, do you have any
favorites? Are there any races or events in particularthat Longines sponsors that you=d recommend toAmerican race fans?
WV: Every racecourse has its own specificities, its own
atmosphere. I would recommend the Prix de Diane
Longines at Chantilly and the Royal Meeting at Ascot
racecourse for those who love to combine elegancewith action; the Grand Prix Longines Lydia Tesio inOctober at Capannelle racecourse in Rome for those
who would like to enjoy the Roman sun, and in
November the Longines Hong Kong International races
at Sha Tin racecourse in Hong Kong.
LM: Have you ever owned a racehorse? If not, any interest?
WV: No, I have never owned one. But I grew up on afarm and had some horses, but not of the same kind, ofcourse.
LM: Give us some fashion tips--what=s your favorite
Longines watch style?
WV: Above all, I love classical watches. I cannot
choose one favorite Longines watch, as I am very
involved in the product development. But currently, I
wear a model of the latest collection, Conquest Classic- a chronograph in gold with a black dial. I like its
sporty, yet elegant design.
Photos Courtesy Longines