TAG Heuer hosts first ice race in Middle East

The iconic Swiss watchmaker TAG Heuer, long associated with racing and performance, is introducing a new thrilling event to the Dubai sports calendar. The TAG Heuer Ice Race, which will see drivers compete in a karting race on ice, will take centre stage at the Dubai Mall Ice Rink on April 2-3, 2010. It is the first time such an event takes place in the Middle East.

Contestants, age 16 and above, will have the chance to race for and set the fastest single lap with electric karts on the Olympic sized-ice rink. The karts, supplied by Dubai Autodrome, have been modified especially for the ice rink with special tires to ensure grip without damage to the ice.

Owners of a newly purchased Tag Heuer watch, in the month of March, will automatically secure a qualifying position in the race. To ensure a spot, any watch can be purchased from Tag Heuer boutiques in Burjuman Centre and Dubai Mall. Registrations for the race will take place in-store.

The fastest lap by a male and female driver will win an exclusive TAG Heuer watch. For everyone ranked in the top 10 there are a number of other prizes to be won including a wide range of TAG Heuer accessories and driving sessions at the Dubai Autodrome.

“TAG Heuer is synonymous with racing precision and is well known for its attributes as a luxury sport watch brand,” said Eric Vergnes, General Manager at TAG Heuer Middle East. “TAG Heuer’s values are shared by many enthusiasts who have a passion for sport and who rely on accurate timekeeping. The TAG Heuer Ice Race is testament to our daring quest for innovation and precision of our chronographs, providing the public with a unique racing experience.”

TAG Heuer is the only watch brand to offer instruments that are accurate to 1/10th, 1/100th and 1/1000th of a second for wristwatches, and to 1/10,000th of a second for timekeeping.

“People here have a love affair with speed, performance and thrills,” added Shadi Kandil, managing director of OMD UAE. “This event, designed by OMD’s branded entertainment division OMD Fuse, is a fulfilment of our promise to communicate TAG Heuer’s racing credentials in the Middle East.”

The event, which will provide plenty of thrills for both drivers and spectators, will take place over two days, starting with the first race on Friday April 2, 2010 at 10:00 until closing time. Dubai Mall provides spectacular views from all levels surrounding the Ice Rink, enabling many people to watch the ice race. Registration enquiries can be sent to contact@icerace.me. Alternatively registrations will take place on the day, providing proof of purchase of a TAG Heuer watch.