Geneva, Switzerland, 6 March 2018: 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 motor sport brands.
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.