Festina : A monopoly on cycling

There are very few sports to have less than half-a-dozen watchmaking sponsors looking to take over the territory with varying degrees of panache. In cycling, there is no mistake about it: Festina is the brand wearing the yellow leader’s jersey. It is in fact the only watch industry player present on a broad scale. Currently represented in 65 countries, the brand which is celebrating its 110th anniversary in 2012 first became involved with the Tour de France in 1998, and has also adopted other major races across Europe : the tours of Spain, Flanders, Italy, Poland and Switzerland. The world of cycling is naturally echoed in the unequivocally named Chrono Bike collection, comprising a range of 16 ultra-sporty models. Bicycle chain-style links on the bezel and gear-type chronograph counters delight those who love to hit the road on two pedal-powered wheels. This summer, Festina is offering a 3,000 piece tarmac-coloured edition. Will the brand perhaps also turn its hand to the world’s most challenging and highest-altitude cycling event, the Haute Route (raced over seven days and taking athletes from Lake Léman to the Mediterranean and across all the legendary mountain passes) ?

Brice Lechevalier is editor-in-chief of GMT and Skippers, which he co-founded in 2000 and 2001 respectively. He has also been CEO of WorldTempus since it joined the GMT Publishing stable, of which he is director and joint shareholder. In 2012 he created the Geneva Watch Tour, and he has been an advisor to the Grand Prix d’Horlogerie de Genève since 2011. Also closely involved in sailing, he has published the magazine of the Société Nautique de Genève since 2003, and was one of the founders of the SUI Sailing Awards in 2009 and the Concours d’Elégance for motor boats at the Cannes Yachting Festival in 2015.

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