TAG Heuer and Muhammad Ali Enterprises join forces to Celebrate the Legendary Boxer with a Charity Event

An exceptional evening A Tribute to the “Greatest Of All Time”

• TAG Heuer pays tribute to Muhammad Ali, hosting a charity event attended by Lonnie Ali, well-known personalities from the world of boxing including those who fought Ali, George Chuvalo, Earnie Shavers, and fighters who were inspired by him, Evander Holyfield, Roberto Durán and Julio César Chávez González.
• TAG Heuer family, ambassadors Tom Brady, Henrik Lundqvist, and Iris Apfel, a friend of the brand, were also present at the tribute.
• The event was co-hosted by Paul "Magic Man" Malignaggi in the famous Gleason’s Gym in DUMBO, Brooklyn where Muhammad Ali trained in the presence of its owner and manager, Bruce Silverglade.
• A speech from Jean-Claude Biver, CEO of TAG Heuer & President of the LVMH Watch Division, and organiser of this charity event, who met Muhammad Ali four years ago.
• The unique commemorative timepiece from TAG Heuer, was presented by The Muhammad Ali Center with a pair of autographed boxing gloves that were auctioned at the event. All proceeds have gone to The Muhammad Ali Center (Louisville, TN).
• "Tribute to Muhammad Ali,” a collection of special edition steel timepieces, was also unveiled at the event - inspired by the famous TAG Heuer Ring-Master watch currently on display in the TAG Heuer museum.

A Tribute to Muhammad Ali

Muhammad Ali is responsible for some of the most legendary moments in sports and civil rights history. More than 50 years after he emerged as a Gold Medallist at the 1960 Rome Olympics, Ali remains one of the most recognizable men in in the world.

His incomparable work ethic, revolutionary techniques, and fearlessness towards standing up for his beliefs, all contribute to the legend that is Muhammad Ali. Among his countless awards and accolades, he was named Sports Illustrated’s “Sportsman of the Century,” GQ’s “Athlete of the Century,” is a United Nations Messenger of Peace, and has received the Presidential Medal of Freedom, and the Amnesty International Lifetime Achievement Award. 

The Charity Event

Brooklyn, New York – 25 October 2016 - To celebrate the GOAT - the “Greatest Of All Time”- a charity event was held at the famous Gleason’s Gym in DUMBO, Brooklyn where Muhammad Ali trained. The event was hosted by TAG Heuer and Muhammad Ali Enterprises, with all proceeds going to The Muhammad Ali Center.

The honorary event was attended by Lonnie Ali, Muhammad Ali’s past opponents including George Chuvalo and Earnie Shavers, boxers whose careers were inspired by him such as Evander Holyfield, Roberto Durán, and Julio César Chávez.

The TAG Heuer family

Completing the unique picture was Jean-Claude Biver, TAG Heuer CEO & President of the LVMH Group Watch Division, who met the champion in December 2012, and who was accompanied by ambassadors and friends of the brand:

• Tom Brady, the celebrated New England Patriots Quarterback, who acted as auctioneer for the evening with Stéphanie Landess,
• Henrik Lundqvist, the Swedish professional New York Rangers hockey player and one of the world's best goaltenders,
• and Iris Apfel, an American businesswoman, interior designer and fashion influencer.
• Paul “Magic Man” Malignaggi co-hosted the event.  

Gleason’s Gym: a special place

The event was held in Gleason’s Gym, the legendary boxing club in DUMBO (Down Under the Manhattan Bridge Overpass), Brooklyn, NY. In addition to Muhammad Ali, the club has trained more than 130 World Champion Boxers, several dozen of whom have been awarded with Golden Gloves.

For over 65 years (and for the next few weeks before its relocation), the club has been situated on the first floor of an ordinary building in this popular south-east quarter of New York. As soon as the door opens, you are plunged into the world of boxing. The walls are covered with posters of former boxing champions; the hall houses four boxing rings, training bags and treadmills. Images of Muhammad Ali can be seen everywhere. And the studio owner, Bruce Silverglade, now over 75 years of age, tells with pride of the link between Gleason's Gym and the champion. "This is where he came to train for the fight where he wowed the world", referencing the famous 1964 fight between Ali (who was born Cassius Marcellus Clay on 17th January 1942 in Louisville, Kentucky) and the heavyweight world champion title holder, Sonny Liston. It was during this fight that Muhammad Ali began to create the legend, defeating the title holder in six rounds to the surprise of all. He fought against Sonny Liston, a fierce and intimidating opponent. Contrast that with the young Ali, who recited poetry and was ready to take on the world. Everyone wanted to see that match".

The Commemorative Timepiece

A commemorative unique timepiece made of gold was presented by The Muhammad Ali Center (Louisville, Tennessee), with a pair of Muhammad Ali-autographed boxing gloves, a commemorative medal, and certificates of authenticity, all stored in a custom studded leather case made in Switzerland for the occasion.

The unique timepiece, created by TAG Heuer, was inspired by the famous Ring-Master stopwatch introduced in 1957 and now on display in the TAG Heuer museum. The Ring-Master was equipped with 7 rings, each one featuring a different scale, including one for boxing.

The watch was auctioned with all proceeds going to The Muhammad Ali Center.