Longines title sponsorship of the Masters Series has come to an end.
The Swiss watch brand was first linked to event host EEM (Equestrian Events Management SPRL) in 2012 and launched with the Longines Masters Hong Kong in 2013, followed by the Los Angeles leg in 2014. The Longines Masters Series was created in 2016, spanning three continents and five cities—Paris, Hong Kong, Los Angeles, New York and Lausanne.
Said Christophe Ameeuw, EEM president and founder:
“The partnership between EEM and Longines has given full meaning to our company motto, #WeRideTheWorld, and the Longines Masters Series has combined the best of international show jumping and lifestyle offerings with a quality environment, allowing equestrian sport to open up to an ever more wide-reaching audience.”
While the Longines contract has come to an end, Ameeuw has a history of attracting elite brands to horse sport, previously hosting Masters events with both Audi and Gucci. He hinted at a new partnership in the works.
“The creativity that EEM’s teams have shown is not compromised by the end of this relationship, which we will be able to turn into an opportunity: an opportunity to continue inventing and laying the groundwork for the future of our sport, to launch new concepts, in line with the emerging values of the ‘world of tomorrow,’” said Ameeuw in the press release.
A new European project could be announced by the end of the summer.