TAG Heuer becomes an Official Partner of Aston Martin

TAG Heuer becomes an Official Partner of Aston Martin

Today, Jean-Claude Biver, CEO of TAG Heuer and President of the LVMH Group Watches Division, and Andy Palmer, President, and CEO of Aston Martin, were particularly proud to announce that TAG Heuer has been chosen as Aston Martin’s Official Partner, Official Watch Partner and Official Connected Watch Partner of Aston Martin and Aston Martin Racing, marking the watch brand big comeback to the World Endurance Championship (WEC).

Aston Martin is the embodiment of British elegance and luxury. It produces prestigious cars, as well as some of the most powerful racing models 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.

And that isn’t the only correlation between the two brands. Aston Martin is also the title sponsor of the Aston Martin Red Bull Racing Formula One Team, for which TAG Heuer is also Official Timekeeper. These connections reveal the full significance of the partnership, which brings together three innovative and unconventional motorsport brands.

Aston Martin

The new agreement promises to get off to an original, distinctive and innovative start with a number of exciting events and collaborations. TAG Heuer will be the Official Watch Partner of the WEC team racing the Vantage GTE at the next 24 Hours of Le Mans, as well as 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.

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.”

Last but not least, the partnership between Aston Martin and TAG Heuer will give rise to unbridled creativity. It brings together the best of both worlds: the history and prestige of a well-established brand such as Aston Martin, and the disruptive, avant-garde creations of the watch manufacturer, which continues to expand its motor racing activities. It is worth recalling that TAG Heuer is also a founding partner and the Official Timekeeper of the FIA Formula E Championship, Official Timekeeper of the legendary Carrera Panamericana and the Pikes Peak in the USA, Official Partner and Official Watch of the Automobile Club de Monaco (ACM) and the Monaco Grand Prix, the Indianapolis 500 (Indy 500), Grand Turismo Sports, the Endurance World Championship (FIA WTCR), and motorcycle racing in the Endurance World Championship (FIM EWC).

See you on 16 June, when the brands’ partnership kicks off at the 24 Hours of Le Mans!


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