Cars, Watches and the Daytona 500

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This past weekend, the Daytona 500 took place in Daytona Beach, FL, though certain favorites didn’t make it to the final run, including Kyle Busch, who broke a leg and foot in a hard crash during the Xfinity Series race on Saturday at Daytona International Speedway. Nonetheless, the race was exciting – with Joey Logano speeding to victory in the 57th Great American Race. Logano is the youngest winner in the history of the Daytona 500 at just 24 years old.

All of the excitement with this race, and others coming into the season, reminds us of the precision mechanics it requires to build these performance engines and the patience and fortitude of the drivers. It is a field not unlike the world of precision mechanics under the hood of a watchcase.

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In fact, as more watch brands recognize the synergy between precision mechanics of timepieces and automobiles, they are getting more involved in the world of motorsports. From actually taking title roles as Official Timer of certain races to sponsoring teams, drivers and rallies around the world, watch brands are on top of the fast-paced world of automobiles.

Rolex, for instance, has been intimately involved in auto racing since 1935, and solidified its position in the sport in 1959 when it began its association with the Daytona International Speedway. The brand continues to sponsor the Rolex Daytona races, as well as the Rolex Monterey Motorsports Reunion every year in August, among other automotive activities. The brand’s iconic Daytona watch is the one most associated with automotive sports.

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TAG Heuer has long been involved in the world of auto racing – dating back to the Pan-American races. The brand is actively involved in the fully electric FIA Formula E Championship, World Rally (with Sebastien Ogier joining as a brand ambassador), is the Official Watch Partner of Nissan NISMO, and sponsors the TAG Heuer Premier Motor Racing Exhibition, which kicked off in Kuala Lumpur in January. The brand creates both the Monaco and Carrera watch lines that honor this sport and that have become renowned around the world for their race-inspired design and top-quality craftsmanship.

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