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Tradema of America launches 2006 limited edition Sebring watch

22 Mar '06
3 min read

Tradema of America launched its 2006 limited edition Sebring watch this past weekend with a multiple touch point marketing push centered around the most important sports car race in the western hemisphere, the 54th running of the Twelve Hours of Sebring.

“We had all the bases covered, and without question, this was a triumph for our new timepiece and our growing brand,” said Tradema of America President/CEO Ronald Jackson. “There were many elements to this kickoff and promotional effort, and each was a winner.”

The festivities started with the JEANRICHARD brand in the role of the 2006, season-long official timekeeper and watch of the American Le Mans Series, which hosted the historic Sebring race featuring the top sports car teams from around the world. This is third season JEANRICHARD has been a series sponsor.

Brand signage, including a JEANRICHARD clock at the start/finish line featuring a recreation of the actual hands of the Sebring watch, appeared throughout Sebring International Raceway and its record-breaking crowd of spectators. The race was broadcast live for ten and one half hours on the nation's leading motor sports television channel SPEED.
Among the teams competing was JEANRICHARD-sponsored Autocon Motorsports, with driver Chris McMurry, who wore a specially-designed helmet featuring the JR 1000 movement, and real gold leaf lettering. A copy of the helmet was given to the race's Grand Marshall, Gray's Anatomy television celebrity Patrick Dempsey, who raced during the weekend in the Panoz Racing Series and was featured on Entertainment Tonight.

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