TAG Heuer supports The World Surf League

TAG Heuer supports The World Surf League at Pea’hi Challenge stop of the 2015 Big Wave Tour
Swiss Avant-Garde Watchmaker and Billy Kemper Don’t Crack Under Pressure!

The World Surf League (WSL) and TAG Heuer today were on hand to celebrate the second stop of the WSL Big Wave Tour at the world famous north shore Pea’hi (Jaws) of Maui, Hawaii. The ‘Jaws’ sized waves on hand, 40 to 60 feet average, were no match for Billy Kemper who dominated the field and walked away the winner and receipt of a TAG Heuer 300m Aquaracer Calibre 16 Chronograph. Even though Billy was faced with massive waves, he Didn’t Crack Under Pressure!

Ultra-talented TAG Heuer ambassador Kai Lenny, American surfer, windsurfer, kite surfer, and six-time world stand-up paddle champion on the largest waves in the world, was on hand. At the age of just 22, Kai has already been surfing the enormous and formidable Jaws wave for several years. He is the only person to have surfed in four different disciplines on the same day (tow-in surfing, SUP, windsurfing and kitesurfing). #DontCrackUnderPressure. Cracking under pressure? Not even an option when he is in the water.

The first paddle-in contest at the famous Hawaiian big wave break went off Sunday to international acclaim. To qualify as a “Big Wave” contest waves have to be a minimum of 35’ in height. Pe’ahi, or “Jaws”, is considered by most big wave surfers to be the pinnacle of big wave surfing because of the challenging conditions. The wave can reach heights of 60 feet or more. Its enormity comes from a large underwater ridge that reaches out to the northwest of Maui and causes the deep water of the Pacific to refract and bend as the surface gets increasingly shallow.

Jean-Claude Biver, President of the LVMH Group Watch Division and CEO of TAG Heuer commented: “Be unique, Different and the First has always been my personal philosophy in all my 40 years of activities, from products development to marketing and sponsoring. TAG Heuer is the first luxury brand to enter the Surf world. Our motto #DontCrackUnderPressure fits perfectly with the Big Wave Tour and make our partnership different and innovative. It gives TAG Heuer a great boost in terms of connecting with young people, with the support of our friend Kai Lenny and his highly contagious enthusiasm.”

“The first-ever big wave paddle-in event at Pe’ahi is about to become quite possibly the most impactful contest ever to be held in the short history of our sport,” said Big Wave Tour VP Gary Linden. “It has been a very long road with a lot of curves along the way but patience is golden and I am sure we will be rewarded for the wait.”

Join the world’s best big wave surfers on the 2015/2016 WSL Big Wave Tour, accessible on WorldSurfLeague.com
– Quiksilver Ceremonial: Punta de Lobos, Chile (April 15, 2015 – August 31, 2015)
– Billabong Pico Alto: Pico Alto, Peru (May 15, 2015 – September 15, 2015)
– Puerto Escondido Challenge: Puerto Escondido, Mexico (May 15, 2015 – September 15, 2015)
– Oregon Challenge: Lincoln City, Oregon (October 15, 2015 – February 28, 2016)
– Punta Galea Challenge: Punta Galea, Basque Country Spain (October 15, 2015 – February 28, 2016)
– Pea’hi Challenge: Haiku, Hawaii (October 15, 2015 – February 28, 2016)
– Todos Santos Challenge: Todos Santo, Mexico (November 15, 2015 – March 31, 2016)

About WSL
The World Surf League (WSL), formerly Association of Surfing Professionals (ASP), has been championing the world’s best surfing since 1976, running global products across the Samsung Galaxy men’s and women’s Championship Tours, Big Wave Tour, Qualifying Series, Junior and Longboard Championships as well as the Big Wave Awards. The League possesses a deep appreciation for the sport’s rich heritage while promoting progression, innovation and performance at the highest levels. Showcasing the world’s best surfing on the singular platform of WorldSurflLeague.com has energized an already-passionate global fan base with millions around the world tuning in to see the likes of Kelly Slater, Gabriel Medina, Stephanie Gilmore, John John Florence, Carissa Moore and others do battle in the most dynamic field of play in all of sports.

About TAG Heuer
TAG Heuer? the Swiss Avant-Garde watchmaker since 1860. Its rich heritage is built on pushing boundaries and breaking rules: harnessing mental fortitude to overcome technology restraints and create daring watches and chronographs. Long-lasting partnerships with motor racing teams, charismatic ambassadors and great personalities in general, drive it to break with watchmaking conventions, and, as a consequence, master time with unparalleled precision. The brand’s DNA, as well as the amazing athletes who belong to its dream team, reflect its core values of teamwork, mental strength, courage and ambition. Its motto #DontCrackUnderPressure is far more than a claim – it is a mindset. For more information, visit tagheuer.com