Where do the worlds of surfing and luxury watches combine? This week, they merge here on Maui, where Tag Heuer was the Official Timekeeper of the World Surf League (WSL) Big Wave Tour’s Peahi Challenge.
A LUCKY group of journalists that cover high end watches (who knew? where was this major when we were in college?) was brought out to Maui for a press trip to watch the event, and also experience all the fun that Maui has to offer!
Maui Surfer Girls is honored to have been chosen to teach the journalists and reps from Tag how to surf, after watching the contest the day prior. The group of 8 students was also treated to the special guest instructor, Kai Lenny, one of the semi-finalists from the contest.
MSG instructors Dustin and Sharky had a great time with the group, and the group celebrated many successful rides! Being able to watch Kai Lenny, after watching his fierce power in yesterday’s 45’+ waves, ride so gracefully among the maybe foot-high waves, was another highlight.
According to the WSL’s press release sent out in May, “This multi-year partnership will see the TAG Heuer inject its #DontCrackUnderPressure campaign into the heart of big wave surfing, serving as the Official Watch of the tour, and supporting the “Biggest Wave” and “Biggest Wipeout” components of the annual WSL Big Wave Awards.”
Jean-Claude Biver, President of the LVMH Group Watch Division and CEO of TAG Heuer commented: “Our motto #DontCrackUnderPressure fits perfectly with the WSL Big Wave Tour and makes our partnership different and innovative. It will give 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.”
About the WSL
The World Surf League (WSL) organizes the annual tour of professional surf competitions and broadcasts each event live at WorldSurfLeague.com where you can experience the athleticism, drama and adventure of competitive surfing — anywhere and anytime it’s on.
The WSL sanctions and operates the following tours: the Junior Tour, Longboard Tour, the Qualifying Series (QS), the Big Wave Tour and the crown jewel of the sport, the WSL Championship Tour (CT) which determines the sport’s undisputed world champions.
The organization is headquartered in Santa Monica, California with Commercial Offices in New York. The offices are supported by regional centers in Africa, Asia, Australasia, Europe, Hawaii, North America and South America.
About Tag Heuer
Men’s watches and women’s watches by TAG Heuer: where timekeeping becomes an art.
Renowned for their quality and precision, Swiss watches and luxury watches are one and the same. And within the world of Swiss watches, TAG Heuer timepieces are in a class apart. Boasting avant-garde design and advanced technology, they are more than just luxury timepieces or mere sports watches – they are in a category all their own.
About Maui Surfer Girls
Maui Surfer Girls offers the best surf lessons and surf camps on Maui. They were established in 2001 with a mission to build self-confidence in women through the sport of surfing. Maui Surfer Girls builds life-long bonds through our community of strong female role models and has been recognized nationally for their signature summer teen girls surf camps and year-round surf lessons. Their experienced instructors specialize in teaching women, children, small groups and families.