Festina has been appointed as the Official Timekeeper of the Tour of Britain road cycling race once again this year, and with the current popularity for cycling in the UK it is expected to be watched by more people in the UK than this year’s Tour de France.
The Ovo Energy Tour of Britain will take place from September 3-10, with live coverage of every stage on ITV.
Festina was the Official Timekeeper for the Tour de France for over 20 years. The company ended its association with the race in 2015, but retained its passion for road cycling, particularly major televised events such as the Tour of Britain, which it has sponsored since 2012.
“Festina is proud to have been the official time keeper and sponsor of the Tour of Britain since 2012, and will be very heavily involved in promoting the brand during the Tour. The TV coverage and promotion, as always, will generate a lot of brand attention here in the UK, which will raise the brand awareness for Festina, from which retailers will benefit.” Daniel Ozel, Director of Unique & Co., UK distributors for Festina.
To celebrate the event, Festina has produced a collection of six chronographs with colorful rubber straps. The 47mm watches, which are water resistant to 100 meters and run on Japanese Miyota quartz movements. The watches are priced in the UK at £169.
Established in 1902, Festina originated in Switzerland’s cradle of watchmaking, La Chaux-de-Fonds, perhaps one of the most famous locations in the watch making industry. In 1984 Miguel Rodriguez, owner of Lotus Watches, bought the Festina watch brand and created the Festina Lotus Group. As well as Lotus and Festina, the Group also includes Calypso, Jaguar, Regata, Perrelet and Candino. Following the takeover the company relocated its headquarters to Barcelona and also introduced Japanese made Citizen movements exclusively in many of its watches.