Longines, the luxury Swiss timepiece brand owned by SWATCH, and the Official Watch and Timekeeper of the Triple Crown, has looked to Coyne for more than half a decade to maximize its multi-leveled sponsorship and ensure the brand was truly “winning” after they crossed the finish line.

To amplify the sponsorship and go beyond visual displays at Kentucky Derby, Preakness and Belmont, a variety of media activations that captured the brand’s essence were planned at each of the races, including the Longines Most Elegant Woman Fashion Contests, press interviews with celebrity brand ambassadors like Stefanie Graf, photo opportunities with celebrity fans and a featured role on the  red carpet.

Coyne has also worked to secure VIP media fly-away guests to attend and cover Longines at the Derby, diving into how the brand’s precision in timekeeping has been crucial to making the Triple Crown races unforgettable events.

Jennifer Judkins, center, of Longines, along with Longines Ambassador of Elegance and World Cup Alpine skier Mikaela Shiffrin, second left, and celebrity judges Monte Durham, left, and Alicia Quarles, right, present Jody DeFord, of Indianapolis, with a Longines Conquest Classic after she won the Longines Kentucky Oaks Fashion Contest on Kentucky Oaks Day, in Louisville, Ky. Longines, the Swiss watch manufacturer known for its luxury timepieces, is the Official Watch and Timekeeper of the 141st annual Kentucky Derby.
Nyquist, ridden by jockey Mario Gutierrez, wins the 142nd running of the Kentucky Derby, Saturday, May 7, 2016, in Louisville, Ky. Longines, the Swiss watch manufacturer known for its luxury timepieces, is the Official Watch and Timekeeper of the 142nd annual Kentucky Derby. (Photo by Diane Bondareff /AP Images for Longines)