by Aude Camus
Launched for the first time in 2013, the Longines Masters of Hong Kong is back next month (14-16) for its 8th edition and I am looking forward to this very chic event bringing together jumping, competitions, entertainment, fashion, art and gastronomy. I first moved to Hong Kong in 2015 and have been attending all the editions of the show since then (2016/2017/2018/2019) so you’ll know where to find me if looking for me on the weekend of Feb 14 to 16.
She is a horse connoisseur would you say. Well, not at all. I have been riding for many years when I was younger and loved it but have never been the kind of girl to spend her weekends at the riding club and be crazy about all things equestrian. Because yes, you can still very much enjoy the Longines Masters even though you know nothing about show jumping; the thrill of the competitions, the intimacy with the riders training at the paddock, the curated gourmet food, the workshops and demonstrations running through the day, the Prestige Village and its international brands … Christophe Ameeuv, founder and CEO of EEM (the company behind the Longines Masters series), takes us to the backstage of this exciting event.
Can you tell me a bit more about yourself and your background? How did you grow from being a “gentleman farmer” with a small breeding and trading stable in Belgium to founding and running EEM World, the company behind the Longines Masters Series?
Launched for the first time in 2013, the Longines Masters of Hong Kong is back next month (14-16) for its 8th edition and I am looking forward to this very chic event bringing together jumping, competitions, entertainment, fashion, art and gastronomy. I first moved to Hong Kong in 2015 and have been attending all the editions of the show since then (2016/2017/2018/2019) so you’ll know where to find me if looking for me on the weekend of Feb 14 to 16.
She is a horse connoisseur would you say. Well, not at all. I have been riding for many years when I was younger and loved it but have never been the kind of girl to spend her weekends at the riding club and be crazy about all things equestrian. Because yes, you can still very much enjoy the Longines Masters even though you know nothing about show jumping; the thrill of the competitions, the intimacy with the riders training at the paddock, the curated gourmet food, the workshops and demonstrations running through the day, the Prestige Village and its international brands … Christophe Ameeuv, founder and CEO of EEM (the company behind the Longines Masters series), takes us to the backstage of this exciting event.
Can you tell me a bit more about yourself and your background? How did you grow from being a “gentleman farmer” with a small breeding and trading stable in Belgium to founding and running EEM World, the company behind the Longines Masters Series?
I was born in 1968, in Bruxelles, Belgium. I’ve always been fascinated by horses and used to live close to a stable when I was a kid. As a kid, I had energy to spare, I could have gone wrong, but horse riding channelled me, helped me a lot. At the age of 15, I dropped out of school to work in the stable next to my parents’ house, for several years. I later became a salesman in a wide variety of sectors such as automotive, kitchens and so on. As I approached my thirties, in 1997, I returned to my first love and bought the stable of my childhood. At first, I did everything. The maintenance of the boxes, the accounting... Little by little, I enlarged the premises and started breeding. I bought my first horse just based on my feelings. I thought I would get €8,000 from it, a Swiss friend offered me €60,000 and sold it the same day for €250,000. I then learned that Farceur du Pépin - that was his name - was French champion and rated €1 million. So, I said to myself that I wasn't so bad and that I could go on. That's how Ecaussines became a large breeding centre that today houses 105 horses and riders like Eric Lamaze and Kevin Staut, both Olympic champions. Benefiting from an international reputation, the stables today play a major role in the trade of sport horses, top-of-the-range breeding, training-clinics and offer an innovative racehorse leasing system.
Organizing show jumping competitions was the natural continuation of my passion for this sport. In 2004, together with the Pessoa family, I took over and relaunched the Brussels Jumping (also known as the Audi Masters), an event dear to my heart, because it was there that my passion for horses was born as a child.
In 2009, I created EEM World and decided to revive the Jumping de Paris, a competition interrupted for several years. With the setting up of a partnership with Gucci - which was making its big comeback in the world of horse riding after 20 years of absence - EEM World inaugurated the Gucci Paris Masters with the Salon du Cheval, the largest equestrian event in France. The challenge was huge but the event was a phenomenal success. The Gucci Paris Masters brings together an enthusiastic audience of 50,000 visitors for 4 days of top-level sport and entertainment. The event is broadcast to 550 million homes in more than 120 countries, more than any other equestrian competition.
After four exceptional editions of the Gucci Paris Masters, recognized as the most prestigious event of the indoor show jumping season, I decided to make my dream come true and deploy the concept of the Indoor Grand Slam Masters on three continents, adding Hong Kong and Los Angeles to the now renowned Gucci Paris Masters. In March 2013, the inaugural edition of the Longines Hong Kong Masters, the first 5* show jumping competition in Asia since the Beijing Olympic Games in 2008, was a unanimous success.
Organizing show jumping competitions was the natural continuation of my passion for this sport. In 2004, together with the Pessoa family, I took over and relaunched the Brussels Jumping (also known as the Audi Masters), an event dear to my heart, because it was there that my passion for horses was born as a child.
In 2009, I created EEM World and decided to revive the Jumping de Paris, a competition interrupted for several years. With the setting up of a partnership with Gucci - which was making its big comeback in the world of horse riding after 20 years of absence - EEM World inaugurated the Gucci Paris Masters with the Salon du Cheval, the largest equestrian event in France. The challenge was huge but the event was a phenomenal success. The Gucci Paris Masters brings together an enthusiastic audience of 50,000 visitors for 4 days of top-level sport and entertainment. The event is broadcast to 550 million homes in more than 120 countries, more than any other equestrian competition.
After four exceptional editions of the Gucci Paris Masters, recognized as the most prestigious event of the indoor show jumping season, I decided to make my dream come true and deploy the concept of the Indoor Grand Slam Masters on three continents, adding Hong Kong and Los Angeles to the now renowned Gucci Paris Masters. In March 2013, the inaugural edition of the Longines Hong Kong Masters, the first 5* show jumping competition in Asia since the Beijing Olympic Games in 2008, was a unanimous success.
It has always been my dream to bring show jumping to the forefront of the international scene and thus give our wonderful sport the media coverage and visibility it deserves. The concept of the Masters, inspired by the Grand Slam of tennis, was born from this ambition.
In 2015, EEM, partnered with Swiss watch manufacturer Longines to announce the creation of the Longines Masters on three continents. As the title partner and official timekeeper of the Longines Masters in Hong Kong and Los Angeles, Longines is also the headliner of the Longines Masters in Paris, the European leg of the circuit, which is recognised as one of the most prestigious equestrian events in the world. EEM has developed a long-lasting and trusting relationship with prestigious partners who have contributed greatly to the success of the Masters and have followed us in the adventure of the Longines Masters, such as Gucci, Airbus, Dassault Falcon, the Hong Kong Jockey Club and Ceneca, Massimo Dutti, Land Rover, Hyatt, Opera Gallery, Mercedes Benz, Laiterie de Montaigu, Barons de Rothschild, Shanghai Tang, Amade, Eurosport, TVB, Equidia, LA Times, The Hollywood Reporter, Le Figaro, The Wall Street Journal, The Financial Times, Equestrio, Hong Kong Tatler.
In 2016, the Longines Masters of Hong Kong went on to win the Gold Award for ‘Best Live Experience at a Professionals Sporting Event’ at the Sports Industry Awards Asia. Among the ten other finalists for the award were the BNP Paribas WTA Finals Singapore, Sime Darby LPGA by IMG Hong Kong, HSBC World Golf Championship Shanghai, Malaysia Grand Prix Formula E and ONE: Kingdom of Champions Singapore. But, our show jumping concept won!
Horse-riding and show jumping can be seen as quite elitist. Does the Longines Masters Series aim at offering something different? What makes it different from any other show jumping event?
It should be noted that in Europe the origins of horse riding are not only aristocratic but above all military and agricultural. Most of our Olympic champions have modest backgrounds. However, it is true that horse riding develops rapidly when a middle class emerges. In recent years we have witnessed an enthusiasm like we have never seen before through the conquest of new communities of supporters via equestrian influencers. It is these new influencers, these new fans and these new generations that we are addressing today, for example at the Longines Masters in Paris and Lausanne. In Asia, we want to bring out local champions by confronting them with the best in the world so that they can become ambassadors for their sport in their country.
Have you faced any challenges specific to Hong Kong (could be due to location, weather, local policies, local crowd …)?
When we organise an event, we have to think about return on investment and about how to properly communicate about the event. The latter has been extremely important in Hong Kong. If we had communicated only towards the equestrian press, we would perhaps have had one reporter there – but we have also communicated to the corporate world, the fashion world, the gastronomy world and so on. That opened doors for us, and has made a huge difference.
How has the Hong Kong edition of the event evolved over the past 7 years?
Two years ago, EEM launched another concept in Hong Kong: Asia Horse Week. My vision was that Hong Kong would become the equestrian capital of Asia. That is how the idea of Asia Horse Week was born. I wanted to create a world forum that would bring together the equestrian community in Asia, and a place for the industry to meet across the continents. Approximately 35 % of the visitors were from Asia, outside Hong Kong. It turned out to be a great meeting point for representatives from the equestrian world across the different disciplines. The potential is huge.
And last year, we introduced The Auction to the Asian market. As a part of Asia Horse Week and the Longines Masters of Hong Kong, approximately twenty embryos with iconic parents went under the hammer. Partnering with ARQANA, France’s number one racehorse auctioneer, we attracted new investors to the future of showjumping. I am very excited about this project. My goal is to transform the market place for sport horses in the same way it was done in the fine art world over the last 20 years.
Anything new we should be looking forward to this year?
This year at AsiaWorld-Expo, Hong Kong will have the chance to admire the most beautiful purebred Arabian Horses. Valued for its speed, stamina and intelligence, participating horses compete in female and male categories in two groups respectively: Female Junior and Female Senior, Male Junior and Male Senior. Guests can follow along the judges who will assess the horses based on type, head and neck, body and top line, legs, and movement. The one-of-a-kind pageant showcases the majestic glamour of Arabian horses and how they exude nobility, courage and energy.
What are some of the highlights at this year’s event?
In 2015, EEM, partnered with Swiss watch manufacturer Longines to announce the creation of the Longines Masters on three continents. As the title partner and official timekeeper of the Longines Masters in Hong Kong and Los Angeles, Longines is also the headliner of the Longines Masters in Paris, the European leg of the circuit, which is recognised as one of the most prestigious equestrian events in the world. EEM has developed a long-lasting and trusting relationship with prestigious partners who have contributed greatly to the success of the Masters and have followed us in the adventure of the Longines Masters, such as Gucci, Airbus, Dassault Falcon, the Hong Kong Jockey Club and Ceneca, Massimo Dutti, Land Rover, Hyatt, Opera Gallery, Mercedes Benz, Laiterie de Montaigu, Barons de Rothschild, Shanghai Tang, Amade, Eurosport, TVB, Equidia, LA Times, The Hollywood Reporter, Le Figaro, The Wall Street Journal, The Financial Times, Equestrio, Hong Kong Tatler.
In 2016, the Longines Masters of Hong Kong went on to win the Gold Award for ‘Best Live Experience at a Professionals Sporting Event’ at the Sports Industry Awards Asia. Among the ten other finalists for the award were the BNP Paribas WTA Finals Singapore, Sime Darby LPGA by IMG Hong Kong, HSBC World Golf Championship Shanghai, Malaysia Grand Prix Formula E and ONE: Kingdom of Champions Singapore. But, our show jumping concept won!
Horse-riding and show jumping can be seen as quite elitist. Does the Longines Masters Series aim at offering something different? What makes it different from any other show jumping event?
It should be noted that in Europe the origins of horse riding are not only aristocratic but above all military and agricultural. Most of our Olympic champions have modest backgrounds. However, it is true that horse riding develops rapidly when a middle class emerges. In recent years we have witnessed an enthusiasm like we have never seen before through the conquest of new communities of supporters via equestrian influencers. It is these new influencers, these new fans and these new generations that we are addressing today, for example at the Longines Masters in Paris and Lausanne. In Asia, we want to bring out local champions by confronting them with the best in the world so that they can become ambassadors for their sport in their country.
Have you faced any challenges specific to Hong Kong (could be due to location, weather, local policies, local crowd …)?
When we organise an event, we have to think about return on investment and about how to properly communicate about the event. The latter has been extremely important in Hong Kong. If we had communicated only towards the equestrian press, we would perhaps have had one reporter there – but we have also communicated to the corporate world, the fashion world, the gastronomy world and so on. That opened doors for us, and has made a huge difference.
How has the Hong Kong edition of the event evolved over the past 7 years?
Two years ago, EEM launched another concept in Hong Kong: Asia Horse Week. My vision was that Hong Kong would become the equestrian capital of Asia. That is how the idea of Asia Horse Week was born. I wanted to create a world forum that would bring together the equestrian community in Asia, and a place for the industry to meet across the continents. Approximately 35 % of the visitors were from Asia, outside Hong Kong. It turned out to be a great meeting point for representatives from the equestrian world across the different disciplines. The potential is huge.
And last year, we introduced The Auction to the Asian market. As a part of Asia Horse Week and the Longines Masters of Hong Kong, approximately twenty embryos with iconic parents went under the hammer. Partnering with ARQANA, France’s number one racehorse auctioneer, we attracted new investors to the future of showjumping. I am very excited about this project. My goal is to transform the market place for sport horses in the same way it was done in the fine art world over the last 20 years.
Anything new we should be looking forward to this year?
This year at AsiaWorld-Expo, Hong Kong will have the chance to admire the most beautiful purebred Arabian Horses. Valued for its speed, stamina and intelligence, participating horses compete in female and male categories in two groups respectively: Female Junior and Female Senior, Male Junior and Male Senior. Guests can follow along the judges who will assess the horses based on type, head and neck, body and top line, legs, and movement. The one-of-a-kind pageant showcases the majestic glamour of Arabian horses and how they exude nobility, courage and energy.
The competition segments are power-packed with incredible athletic prowess, meticulous technicality and elegant finesse that amount to a total prize money of USD648,700, without counting the Grand Slam bonuses.
Running in tandem with the Longines Masters of Hong Kong, Asia Horse Week will bring together leading lights of the equine industry to address the theme of, To Build the Olympic Dream in Asia – On the Road to Tokyo 2020, as excitement builds internationally for the upcoming Summer Games.
Can I enjoy the Longines Masters of Hong Kong even though I am not a horse connoisseur?
Absolutely! The Prestige Village is set to feature a wealth of family and lifestyle experiences for all interests and ages with more than 40 pop-up stores, family-friendly activities, workshops, virtual reality horse riding experiences, live bands, gourmet delicacies and shopping. Of the many family activities, the Hobby Horse competition stands out as it embodies the sport in a unique way, simulating real-life horse riding elements occurring over the three-days. Children can partake and immerse in what it truly means to ride, with mini obstacles placed around the track testing them on jumps, speed and agility.
Five sessions are available for booking (Day and Evening sessions on Friday 14 February and Saturday 15 February; and Day session only on Sunday 16 February) – which one should I book if:
Running in tandem with the Longines Masters of Hong Kong, Asia Horse Week will bring together leading lights of the equine industry to address the theme of, To Build the Olympic Dream in Asia – On the Road to Tokyo 2020, as excitement builds internationally for the upcoming Summer Games.
Can I enjoy the Longines Masters of Hong Kong even though I am not a horse connoisseur?
Absolutely! The Prestige Village is set to feature a wealth of family and lifestyle experiences for all interests and ages with more than 40 pop-up stores, family-friendly activities, workshops, virtual reality horse riding experiences, live bands, gourmet delicacies and shopping. Of the many family activities, the Hobby Horse competition stands out as it embodies the sport in a unique way, simulating real-life horse riding elements occurring over the three-days. Children can partake and immerse in what it truly means to ride, with mini obstacles placed around the track testing them on jumps, speed and agility.
Five sessions are available for booking (Day and Evening sessions on Friday 14 February and Saturday 15 February; and Day session only on Sunday 16 February) – which one should I book if:
It’s my first time joining the event?
You should attend spectacular competitions such as Hong Kong International Airport Masters Power (Saturday 15 February) or Longines Speed Challenge (Saturday as well)
If I want to make it a fun day out with my kids?
Any day! Thanks to the Prestige Village, there are different activities for kids to enjoy in the kids’ corner. On Saturday and Sunday, there will be the Hobby Horse Competition, exclusive for kids to participate. Kids can enjoy riding without a horse, but a hobby horse stick. On Sunday, you can enjoy the HKJC Asian Junior Grand Prix.
If I am interested in seeing some equestrian action, but don’t want to make it purely only about show jumping?
Any day! In addition to the best of lifestyle, gastronomy and entertainment, the three-day event showcases elite riders and show jumpers in world-class competitions. On Saturday afternoon, there will be the Asian Arabian Horse Show that will showcase one of the world’s oldest horse breeds.
You opened last year the 4th city of the Longines Master series, Lausanne, after Paris, Hong Kong and New York. Any other cities and/or continent that you are currently looking at?
Hong Kong has become a hub that allows us to strengthen ourselves well in Asia. Maybe we'll go to China in a few years, but first we want to create an equestrian Davos in Hong Kong.
You should attend spectacular competitions such as Hong Kong International Airport Masters Power (Saturday 15 February) or Longines Speed Challenge (Saturday as well)
If I want to make it a fun day out with my kids?
Any day! Thanks to the Prestige Village, there are different activities for kids to enjoy in the kids’ corner. On Saturday and Sunday, there will be the Hobby Horse Competition, exclusive for kids to participate. Kids can enjoy riding without a horse, but a hobby horse stick. On Sunday, you can enjoy the HKJC Asian Junior Grand Prix.
If I am interested in seeing some equestrian action, but don’t want to make it purely only about show jumping?
Any day! In addition to the best of lifestyle, gastronomy and entertainment, the three-day event showcases elite riders and show jumpers in world-class competitions. On Saturday afternoon, there will be the Asian Arabian Horse Show that will showcase one of the world’s oldest horse breeds.
You opened last year the 4th city of the Longines Master series, Lausanne, after Paris, Hong Kong and New York. Any other cities and/or continent that you are currently looking at?
Hong Kong has become a hub that allows us to strengthen ourselves well in Asia. Maybe we'll go to China in a few years, but first we want to create an equestrian Davos in Hong Kong.
