TAG Heuer becomes an Official Partner of Aston Martin
“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.” Jean-Claude Biver, CEO of TAG Heuer and President of the LVMH Group Watches Division
This week luxury Swiss watch maker TAG Heuer had 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 brand’s big comeback to the World Endurance Championship (WEC).
This is a huge and prestigious alliance between the two luxury brands, both with deep roots in the automotive world.
Aston Martin has been producing some of the world’s most prestigious cars since 1913, drawing on over 100 years of expertise to create authentic, high-quality vehicles. These values appealed to TAG Heuer, coinciding perfectly with the brand’s own identity. Another correlation between the two brands; Aston Martin is the title sponsor of the Aston Martin Red Bull Racing Formula One Team, for which TAG Heuer is also Official Timekeeper. Connections like this reveal the full significance of the partnership.
“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.” Andy Palmer, President and CEO of Aston Martin