Rolex OUT, Longines IN!

31 Dec

FEI Longines

FEI has announced in its usual bland, dictatorial fashion that it has dropped Rolex  and made a long-term mega-deal with Longines.

Rolex World Cup Showjumping will now be Longines World Cup etc. And the winner will presumably win a Longines watch.

The Official Timekeeper for FEI events will now be Longines.

The official FEI rankings will now be Longines FEI Rankings.

But…what about Rolex Kentucky, whose website is Will America’s premier 4* event now…use Longines timepieces?

What about Aachen?

Both Rolex Kentucky and Aachen are still featured on the Rolex website.

And most of all–what the hell happened?

From the FEI itself  ( ) we learn that in 1957, Rolex sponsored its first equestrian,the legendary British show jumper Pat Smythe.

Also, “Rolex has also been Title Sponsor, since 2007, of the Western European League of the FEI World Cup™, which includes indoor competitions from October to March. The annual Rolex FEI World Cup™ Final and the Rolex IJRC Top 10 Final are at the forefront of the preeminent jumping competitions, while the biennial European Championships, also sponsored by Rolex, bring together Europe’s best equestrian pairs.”

Of course, Rolex also sponsored the Jumping Owners Club, but as we all know, that club along with all the other FEI Associate Members has been abolished by FEI who undoubtedly will get together with stakeholders in order to pave the way for better communication,blah blah blah.

Longines is part of the Swatch Group, and  the Chair of  the Swatch Board, Mrs. Nayla Hayek, represented her company in making the joint statement with  Princess Haya. An official signing ceremony will take place in Lausanne (SUI) on 15 January 2013, when the contract will be signed jointly by FEI President HRH Princess Haya, and Mrs Nayla Hayek, Chair of the Swatch Group Board of Directors.

So we now have Reem Acra sponsoring dressage World Cup.

The Saudi Equestrian Fund sponsoring Nation’s Cup show jumping.

And now Longines, who have basically sponsored endurance for guess-who and flat racing (again–guess who?) and will now embrace equestrian everything.

So Princess Haya will have equestrian sport in the hands of a great MidEast power bloc.
Perhaps she is  still worried about the  47 country-strong European Equestrian Federation.


watch haya

I’m sure that will be Longines from now on…




2 Responses to “Rolex OUT, Longines IN!”

  1. Karen Drown January 22, 2013 at 12:13 am #

    I remember Sue Davidge talking about donating the use of her farm and arenas for early annual shows. We need more of that spirit today.

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