At the 88th International Geneva Motor Show, TAG Heuer announced its official partnership with Aston Martin, the prestigious British car brand. The partnership will not only extend to Aston Martin itself, but Aston Martin Racing as well, marking TAG Heuer’s big comeback to the World Endurance Championship.
Aston Martin today produces some of the most powerful racing cars on the market. Since 1913, the brand, with its famous winged logo, has designed, developed and produced luxury cars at its factory in Gaydon, England, some of which have achieved iconic status. Aston Martin draws on over 100 years of expertise to create authentic, high-quality vehicles. It was these values which appealed to TAG Heuer, as they coincide perfectly with the brand’s identity. With TAG Heuer being the official Timekeeper of the Aston Martin Red Bull Racing Formula One Team and Aston Martin being the title sponsor, the partnership makes complete sense.
Jean-Claude Biver, CEO of TAG Heuer and President of the LVMH Group Watches Division, commented: “Aston Martin has the same genetic make-up as TAG Heuer: luxury, quality, beautiful products, innovation, history, emotion and performance. We are therefore delighted to be able to work with such a prestigious brand that shares our passion for cars. This collaboration will bring forth a wealth of amazing synergies that will strengthen TAG Heuer’s position as an avant-garde luxury watch brand with a leading position in the automotive sector.”
Andy Palmer, President and CEO of Aston Martin, added: “This is an exciting partnership for Aston Martin. Both brands have teams of brilliant designers and when two talented teams of designers collaborate like this, incredible things are created. Both of us understand the importance of beautiful bespoke craftsmanship and the importance of peak performance so we already have many common values. Of course, we also both love racing and testing our products to the limit in a competitive environment. I hope this new partnership brings us all a lot of success both on and off the track.”
The two brands are already gearing up for the 24 Hours of Le Mans which starts on the 16th of June, where TAG Heuer will be the Official Watch Partner of the WEC team racing the Vantage GTE and the Official Watch Partner of the Valkyrie – the celebrated hypercar approved for road use and developed in partnership with Red Bull Racing Advanced Technologies, only 175 of which will be produced, including 150 solely intended for road use.