Or, more accurately, they want to be timing other, very skilled, bicycle riders. With their just recently announced sponsorship of the Tour de France, it seems like the Swatch Group has become quite the force for timing sporting events, between the NBA, Olympics, America’s Cup, and now the Tour (amongst others). Perhaps that can be the new drinking game for the watch crowd, every time a Swatch Group logo shows up on screen? tissotwatches.com
