PRESS RELEASE
March 22, 2006

Rutherford, NJ --- 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.

The activities concluded with the presentation of 12 new JEANRICHARD Sebring watches to the top three drivers in each of the four race classes in front of the world media on the Sebring Podium. Needless to say the drivers were overjoyed to have such a keepsake to commemorate their accomplishment!

Finally, the “Watch, See, Win” customer engagement promotion also kicked off at the track and at authorized JEANRICHARD retailers. All purchasers of a JEANRICHARD timepiece between the start of the race on March 18 and the conclusion of the season on October 21 win tickets to an American Le Mans Series race and a free subscription to Auto Afficiando.

One lucky purchaser, and the top selling retailer of JEANRICHARD products, will win full-size replicas of the helmet, as well as a three-day, two-night trip to Braselton, GA to participate in a one-day race immersion experience at the Panoz Racing School with accommodations provided by Chateau Elan Resort & Winery. 

JEANRICHARD is an independent brand of the Sowind Group SA, which also owns and distributes Girard-Perregaux watches. The brand JEANRICHARD is focused on the true qualities of the mechanical movement as the main element of a watch. In short, the movement becomes the symbolic heart of the JEANRICHARD brand. The brands technical and creative competences allow this heart to beat soundly. JEANRICHARD has inherited a great name and has great respect for the Swiss watch-making values. Yet, with lots of originality and modernity, the brand imagines and elaborates small complications which reinvent how time is read. This is an audacious way to express one’s identity and independence. JEANRICHARD is distributed in North America by Tradema of America, a wholly owned subsidiary of the parent.

Pictures are available on line at the following site:
Pictures of Patrick Dempsey:   http://rrj.smugmug.com/gallery/1292791
Pictures of AUTOCON:  http://rrj.smugmug.com/gallery/1291836
ALMS Pictures: http://rrj.smugmug.com/gallery/1292857

For More Information:

Ronald R. Jackson
President/CEO
TRADEMA of AMERICA
201 Route 17 North, 8th Floor
Rutherford, NJ 07070

www.jeanrichard.com