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TRENDS

From the catwalk to the street, from horological complications to extravagant jewellery, from designers in the spotlight to the new modes of transport, our Trends pages illustrate the latest in lifestyle. These cleanly-designed, well-illustrated pages take a sideways look to decipher major shifts in society as they happen, offering a comprehensive, avant-gardist view of today's zeitgeist. COTE shows you the most complex details with text and pictures.

May 2016

Time for sport

 
 sportives juin 2016

2016: year of the European Cup and the Rio Olympic Games. Not wishing to be left out, the watchmakers join in the fun through partnerships and collector watches.

 

Kick off on 10 June for a whole month of the Euro 2016 here in France, i.e. 24 football teams battling it out in some 50 matches to win the title of European champion. Hublot uses the opportunity to confirm its considerable status in football circles: having partnered the game for the last 10 years, the watchmaker now pays homage to its stars through the “What is your Euro Moment?” campaign photographed by Fred Merz. And as official UEFA timekeeper, Hublot has launched a limited edition of 100 Big Bang Unico Retrograde Chronograph Euro 2016 watches.
More frequent than the European Cup but no less exciting, England's Premier League football has most of the country transfixed every year. Tag Heuer too plays its part in this top football competition, on the pitch (on wrists) and timing for the referees.
But this year every true sports fan is mainly excited about the Rio Olympic Games, when from 5 to 21 August Brazil will host no less than 10,500 athletes selected by 206 national Olympic committees to compete for medals in 28 disciplines. And for the 27th time since 1932, Omega is the official timekeeper. As well as supporting the Viva Rio charity's social actions – $0.16 donated for every #OMEGAVIVARIO hit on social media –, the brand is launching an Olympic-themed collection that includes a sporty Seamaster Bullhead Rio 2016. And Pequignet, the French handball federation's watch sponsor, is supporting the two-time Olympic champion team by giving its Rue Royale GMT watch a tricolour Nato strap. Vive la France!