Can Hugo Boss Watches Add Glamour to Cowes Week? 2

BOSS Watches - Cowes Week SponsorshipIf Cowes Week is ever to be a world class event again, then it needs to attract sponsors who bring more than cash to the table. Usually, it is the event that helps position a brand, but in the case of the oldest regatta in the world, Cowes Week needs sponsors whose cool-factor can position the event to the right audience.

Cowes Week Limited, the organisers of the event have named BOSS Watches as the ‘Official Watch’ partner of Cowes Week 2011. Hugo Boss Racing is known for getting media attention, even when not performing in competition, and if anyone can make Cowes Week more interesting, its the people who have produced some of the most memorable sailing related photos of recent times.

BOSS have been actively involved with sailing since 2003, when the brand started its international sponsorship of Alex Thomson and AT Racing. Speaking recently at the World Yacht Racing Forum, Stewart Hosford, CEO, Hugo Boss Sailing said that they even put a media value on their Facebook fans. (Cowes Week have 1673 facebook fans while Alex Thomsson Racing has 1976).

Michelle Warner, Sales & Marketing Director for Cowes Week Limited, said:

“The HUGO BOSS brand has enjoyed a fantastic association with sailing in recent years and we’re very much looking forward to working with BOSS Watches to showcase their versatile range of timepieces as the ‘Official Watch’ of Cowes Week this year”.

MGS Distribution, Sales Director, Steve Brydon said:

“We look forward to activating a consumer outreach programme at the event and hosting some of our nationwide retail partners, bringing them closer to both the BOSS Watches brand and the spectacular action guaranteed by an event of this world-class calibre.”

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  • Anthony C

    Hugo Boss is a positive but Hugo Boss Watches is an inexpensive, quartz watch brand an is not “Glamorous” in the least.

  • Roger Johnstone

    By “consumer outreach programme”, i presume they mean pushing a rather mid/down market product uphill towards a distinctly upmarket audience. It’s about time the brand gurus started to ask themselves why they’re not backing a winner…