Watchmaker donates to charity while offering sports-related activities


Sillard (right) and Make-A-Wish Malaysia chief executive officer Irene Tan flagging off the fundraising challenge at the launch of TAG Heuer Sports Hub.

MAKE the distance you cycle count for a good cause.

For every kilometre achieved on a tandem bike at the TAG Heuer Sports Hub exhibition at Suria KLCC’s centre court, TAG Heuer will donate RM10 to Make-A-Wish Malaysia, a non-profit organisation aimed at granting wishes of children with life-threatening illnesses.

This fundraising campaign is held in conjunction with the watchmaker’s sports hub exhibition, in partnership with Cortina Watch, to highlight its involvement in cycling, football and motor racing.

“Every year TAG Heuer showcases one of its platforms of communication – sports, art and music, lifestyle or heritage.

“This year, we are focusing on sports, which is also part of the brand’s DNA,” said TAG Heuer South-East Asia vice-president Amelia Sillard at the launch of the exhibition.

To kick-start the fundraising campaign, actor Keith Foo, DJ and host Patricia Knudsen, fitness buff and spinning instructor Chuan Tan, DJ and rapper Arafah Edruce and personal trainer Alando Atkinson were challenged to cycle for three minutes.

Guests can experience the world of Gran Turismo Sport through a simulator of the famous motorsport game at the TAG Heuer Sports Hub.
Guests can experience the world of Gran Turismo Sport through a simulator of the famous motorsport game at the TAG Heuer Sports Hub.

With every kilometre covered by these personalities, TAG Heuer pledged to donate RM1,000 to Make-A-Wish Malaysia. The session raised a total of RM15,000.

“We approached these individuals as they all share the same spirit with the brand.

“They are dynamic, innovative, inspirational and above all, they carry the TAG Heuer motto ‘Don’t Crack Under Pressure’,” Sillard said.

The event, which is on until Jan 21, features fun and exciting sports-related activities.

To highlight the brand’s commitment in football, a “Batak challenge” will be carried out on site for visitors to test their precision and physical endurance.

“TAG Heuer is the official timekeeper for some of the most prestigious football leagues and clubs in the world including the Premier League and Manchester United,” explained Sillard.

The brand is also the official timekeeper of Gran Turismo Sport and visitors can take part in the famous motorsport game through a simulator at the exhibition.

Polyphony Digital has integrated TAG Heuer’s Live Timing Technology into Gran Turismo Sport, providing unparalleled timing solutions within the racing experience.

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