The event was orangised by the brand's agency, Maxus Hong Kong, and according to its senior planner, Grace Tang, many watch brands have engaged in title sponsorship for sports events but very few have actually organised a branded sports event.
Tissot has been the official sponsorship of several major bicycle competitions globally, including the Superbike World Championship.
Tissot Hong Kong wanted to celebrate its 160th anniversary by organising the first branded Alleycat Event in the busiest commercial district of Hong Kong, she said.
Tang explained to Campaign Asia that the Alleycat Event is an informal bicycle race, with fun activities and challenges at various checkpoints, that originated in Toronto. Events mostly take place in cities in Europe, North America and Asia.
Maxus, together with New Monday Magazine’s event department, recruited 10 teams of four amateur cyclists, as well as two professional cycling teams, to take part in the 10K race from the South China Athletic Association in Causeway Bay to Lan Kwai Fong in Central. One of the checkpoints passed through the Tissot flapship store in Excelsior Plaza.
“We have used the Tissot’s watch functions like the stopwatch and compass to add challenges for the participants, as well as engaging pedestrians at the branded check points to add more fun to the race,” Tang added.