Premier horse racing event in the Southern HemisphereLongines Australia: 2010 Melbourne Cup Carnival
Longines was again the official watch for the renowned Melbourne Cup Carnival in 2010 which also marked the 150th Anniversary Year. As the premier horse racing event in the Southern Hemisphere, the Melbourne Cup Carnival, drew crowds from around Australia as well as thousands of followers from around the world during the four days of racing.
Longines capitalized on its long-standing association with the Carnival by hosting, for the first time, a regional event for its valued retailers from Malaysia, Thailand and Vietnam. Guests were treated to a three day entertainment program in Melbourne and the scenic Yarra Valley, with the highlight being attendance at Derby Day on Saturday. At Derby Day, Longines hosted a sit-down lunch in the newly completed, luxurious 'Absolute Marquee' precinct, with guests enjoying panoramic views of the racecourse and winning post, amidst a marquee swathed in Longines' trademark blue and white colour scheme.
90,000 racegoers witnessed the running of the Group One race "Longines Mackinnon Stakes" which displayed Longines branding on the racetrack whilst being relayed on television in Australia, New Zealand and in other parts of the world. Mr Claude Jaunin, Longines Regional Manager for Asia Pacific, presented the Longines watches to the winning Owner, Trainer and Jockey. The Longines Mackinnon Stakes received blanket media coverage as it was won by Bart Cummings, Australia's most famous trainer and winner of 14 previous Wakeful Stakes races. Cumming's winning horse 'So You Think' is now poised to be the favorite for the world-famous Melbourne Cup race on Tuesday 2 November, 2010.
Longines is also sponsoring 'Fashions on the Fields' during the Carnival week and has awarded watches to the winners of this national competition, rewarding style and elegance of the Carnival's racing outfits. On Saturday 30th October, Longines Head of International Marketing, Mr Juan-Carlos Capelli presented the male winner of 'Fashions on the Field' with a Longines Admiral.
The Longines PrimaLuna is this year's Official Watch of the Carnival and is promoted on multiple banners, in watch cabinets, speed guns and located around the racecourse premises as well as on shopfronts around the key Australian cities. The new Longines PrimaLuna collection received excellent feedback from retailers and Carnival race-goers.