The love story between the America’s Cup and TAG Heuer was not born yesterday, since the brand “in the avant-garde since 1860” has been pragmatically sponsoring various teams in step with its strategy, while remaining active in the sailing world as a whole for the past 80 years. For the 34^th America’s Cup, the red and blue logo will be enlivening the sails of Oracle Team USA, which has the two-fold advantage of being the Defender (the winner of the last campaign) and of sailing since summer 2011 with two teams during the America’s Cup Series, the international circuit organised through to spring 2013 as part of the run-up to the Cup – so far dominated by Oracle. TAG Heuer has once again wagered on the strongest contender, whose American roots also help nurture its ambitions on this top-priority market. TAG Heuer is thus brilliantly supported in its endeavours by the young Australian skipper James Spithill, who beat Alinghi during the 33^rd America’s Cup, and the quadruple winner of the America’s Cup, Russell Coutts, who is both CEO of Oracle and of the America’s Cup. Raced on carbon multihull sailboats equipped with rigid wings and onboard cameras, and held in iconic cities such as Venice or San Francisco, this 34^th edition is proving highly spectacular and attracting major media coverage. All the ingredients thus seem to be in place for Oracle to keep the world’s oldest sports trophy, and in any case to successfully propel the new Aquaracer 500M collection on seas around the globe. In a competition where technology plays a predominant role, James Spithill appreciates the value of TAG Heuer’s contribution : “they bring us their know-how and the skills we don’t have ourselves, which strengthens us and increases our chances of victory”. In addition to the four versions of the Aquaracer which is water-resistant to 500 metres and equipped with a ceramic bezel, TAG Heuer is launching two limited series bearing the Defender’s colours, including a chronograph.