TAG HEUER & ASTON MARTIN

It wasn’t too long ago that all watchmaker-carmaker partnerships appeared to be part of the unshakable status quo, where the aces had been dealt and those brands who were not handed one looked to be out of the game for good.

Attending this years Geneva Motor Show, where we were exhibiting, our Managing Director, Alex Rose, was incredibly excited to discover that Aston Martin who has found a new and – as we all know, extremely energetic – partner with TAG Heuer.

A symbol of British luxury and elegance, the iconic sports car manufacturer has chosen TAG Heuer as Timekeeper for its racing team: Aston Martin Racing. The Swiss watchmaker achieves its come-back in the World Endurance Championship.

Among Aston Martin luxurious cars, Andy Palmer, CEO of Aston Martin, and Jean- Claude Biver, CEO of TAG Heuer, announced their new partnership during the Geneva International Motor Show.



Together, they also unveiled the new Vantage GTE bearing TAG Heuer colours, which will compete during the next 24 Hours of Le Mans.

“Aston Martin, is all about TAG Heuer DNA: luxury, quality, beautiful pieces, innovation, history, emotion and performance. We are truly thrilled to be able to collaborate with such a prestigious brand, with whom we share the same passion for the automobile.” Jean-Claude Biver, CEO of TAG Heuer

With prestigious cars, but also race models among the most powerful in the world, Aston Martin perpetuates, since 1913, a tradition of excellence and innovation within its manufactory at Gaydon in Britain. In this laboratory with both visionary ideas and workshop, the brand known to all with the winged emblem gave birth to luxury cars which became iconic, as the everlasting DB series.

Aston Martin is also the Title Sponsor of the Formula 1 Red Bull Racing team, whose TAG Heuer is also Official Timekeeper. A partnership gathering three touchstones brands of motor racing.

As testify the very awaited and exclusive Valkyrie: a road sports car as powerful as luxurious, developed in collaboration with Red Bull Racing and produced only for 150 pieces, whose TAG Heuer is Official Watch. As for the next 24 Hours of Le Mans where TAG Heuer will also be Official Watch of the Vantage GTE.

Dynamism, avant-garde, youth, this new agreement promises exciting collaborations around Aston Martin and TAG Heuer values.

In recent years TAG Heuer has in fact been a sponsor of a car with Aston Martin written on it: that was with the Red Bull Formula 1 team whose engine supplier sponsor is Aston Martin.

Now that co-partnership expands with a 360° partnership where TAG Heuer becomes the official partner of Aston Martin road cars, as well as Aston Martin Racing, marking the watchmaker’s comeback to the World Endurance Championship

In it’s history TAG Heuer has always been associated with one or more car races or carmakers.

As Alex explained “This is an incredible exciting partnership between two icons, where design and luxury go hand in hand.We can’t wait to see the results and where they take us”