Legacy Swiss watchmaking brand and official timekeeper of the Kentucky Derby, Longines, underscores its official motto of “Elegance is an Attitude” at this year’s historic race
Louisville, KY (USA), April 27, 2021 –This year’s Kentucky Derby will be anything but ordinary. Taking place on May 1, 2021, the Kentucky Derby will celebrate its 147th run, making it the oldest continuously contested sporting event in history. Its official timekeeper of the race and sponsor Longines further underscores this historic moment by hosting a virtual Kentucky Derby Fashion Contest by Longines over the weekend for the second year in a row. In keeping true with its brand motto of “Elegance is an Attitude,” the legacy brand highlights the overall spirit of the race by encouraging equestrian and style aficionados to showcase their best Derby-inspired attire via a social media contest. The Derby will be held at a reduced capacity of 40-50 percent and plans to follow safety precautions and health guidelines.
Anticipating a positive influx of contest entrants, two lucky winners will be awarded highly coveted timepieces. One male winner will receive the timeless watch from the Longines Master Collection – a line inspired by the brand’s values of elegance, tradition, and performance. Whereas, the female winner will receive a captivating style from the Longines DolceVita Collection. The awarded DolceVita piece crafted in steel and enhanced with diamonds, features a silvered “flinqué” dial adorned with painted Roman numerals and an interchangeable blue strap.
The esteemed panel of judges this year includes Beau Hayhoe, style and lifestyle writer; Olivia Rink, personal and lifestyle blogger; Rachel Weigler-Benson, past finalist and winner of the 2019 Kentucky Derby Fashion Contest; and Brittany Garcia, Longines U.S. Brand President. They will be looking to pick out their favorite fashionable looks for the men and women that share their outfits via Instagram and Twitter posts using #MyDerbyFashion and #Longines hashtags.
In addition to celebrating style around the country through its virtual fashion show, Longines will also award elegant watches to the winning jockeys, owners, and trainers of the Longines Kentucky Oaks race, Kentucky Derby race, and the Longines Churchill Distaff Turf Mile race.
In drawing inspiration from its high-craftsmanship and barrier-breaking heritage, the winged hourglass brand successfully honored this inherently sophisticated equestrian tradition while bringing it to the digital age to scores of fans who celebrated from home.
Churchill Downs Press Release
Graphic collage by Maribeth Kalinich