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Pikes Peak International Hill Climb: What it means to be the “Official Timekeeper”
I was intrigued when TAG Heuer announced it would be the “official timekeeper” of the Pikes Peak International Hill Climb for the 95th running of the race last week. As a gear head and watch enthusiast, I was curious to learn what exactly “official timekeeper” entails. So I packed my bags and headed to Colorado where I soon learned that TAG Heuer is much more than the official timekeeper, they are also an “unofficial timekeeper,” deeply rooted in a daredevil culture that beckons people to challenge the mountain, year after year.
I’ve witnessed my share of races in the U.S. from Indy to Daytona, even Speed Week at the Bonneville Salt Flats. Still, no other race can compare to Pikes Peak, if only for the consequences. The 12-mile course contains 156 curves climbing to an elevation of more than 14,000 feet. The winding two-lane road has minimal safety features. The few guardrails in the curves were clearly designed tourists and promise little comfort for vehicles racing the clock, some with as much as 1,000 horsepower. With speeds sometimes topping more than 150 miles per hour between curves, both man and machine have ample opportunity to “Crack Under Pressure.”
Unlike most races, each car launches individually. With no other competitor in sight, the next few minutes become a race against the clock – and the mountain. By the time a racer reaches the summit, there is 40% less air wreaking havoc on both man and machine. Still, with each green light, timing equipment sponsored by TAG Heuer captures the results for every run.
TAG Heuer’s presence at PPIHC goes beyond timekeeping. Every car, motorcycle or other participating vehicle must pass a strict technical inspection in order to race.
Once inspected, each vehicle receives a PPIHC TAG Heuer decal, certifying it to race.
Results are tracked for every run and presented courtesy of TAG Heuer.
Another interesting fact is that while TAG Heuer is sponsoring PPIHC for the second year, it’s not the brand’s first appearance at Pikes Peak. During a visit to the Penrose Herritage Museum which houses the legacy of PPIHC, I noticed TAG Heuer branded timing equipment on display. Surrounding items date the equipment back to the 74th PPIHC in 1996. It’s unclear how many times TAG Heuer has been involved in the race, but I suspect there are more.
Perhaps the biggest surprise of the trip was seeing how many drivers wear TAG Heuer timepieces. In fact, Bob Gardner, pilot of the PCS Motorsports Porsche 911 nicknamed, “Jägerbomb,” wears two TAG Heuer watches while racing.
On one wrist, he wears a TAG Heuer Formula 1 while he sports a first generation Connected Watch on the other. As Bob explained, dual watches gives him redundancy, while the Connected Watch has the added benefit of easy visibility when the car is dark inside.
Another driver, Peter Cunningham, set a new Open Class record in his 2018 Acura TLX and placed second overall, wearing of course... a TAG Heuer.
While giving his speech at the awards ceremony, Cunningham stated, “I’m not really a watch guy, but the one watch I do own is a TAG Heuer.”
During the awards, TAG Heuer presented the winners in each class with a Connected Watch. As such, Cunningham (below left) is now the owner of three TAG Heuer watches.
Beyond just wearing their TAG Heuer watches, I was impressed with the willingness of the racers to share their watches and their stories.
Other champions were excited to receive their new Connected Watches.
As for me? I was wearing a Heuer 01 Indy edition that made for great conversation with several drivers who had a deep appreciation for the brand and its support for racing.
Perhaps more than any other race, the Pikes Peak International Hill Climb epitomizes TAG Heuer’s motto of “Don’t Crack Under Pressure.” These drivers are a different breed, racing a course that does not forgive. And beyond the marketing slogans, banners and brand logos that saturate the race, I was most impressed with the drivers’ appreciation for the brand and reassured to see so many choosing TAG Heuer for their personal choice of watches.
Pikes Peak International Hill Climb: What it means to be the “Official Timekeeper”
