TAG Heuer Displays Its Motorsport Legacy

TAG Heuer Displays Its Motorsport Legacy

Photo

The Aston Martin-Red Bull Racing-TAG Heuer RB14 Formula One racecar.

Credit
David Clerihew/Red Bull, via Associated Press

Automotive sponsorships are so common among luxury watchmakers, they border on the cliché. TAG Heuer, however, has an authentic connection to motorsport because it became the first watch brand to be associated with a Formula One team when Heuer became the sponsor and official timekeeper of Scuderia Ferrari in 1971.

That legacy is on display this week at the Geneva International Motor Show, where the brand has erected a 3,300-square-foot stand presenting historic and contemporary timepieces as well as several racecars. Here, Jean-Claude Biver, president of the LVMH Watch Division and chief executive of TAG Heuer, explains the brand’s new automotive partnership.

This is your fourth consecutive year exhibiting at the Geneva motor show. Why is it important for TAG Heuer to have a presence here?

It’s one of the major automobile shows in the world, and, as such, it is already important. No. 2: It’s important because it’s next door — we couldn’t be closer. And No. 3, it’s important because since the end of the 1950s, TAG Heuer has constantly partnered with automobiles, mainly racing cars. Part of our DNA is motorsport.

What’s new for this year?

We are revealing our partnership with Aston Martin. It’s a double partnership: with the car company and with its racing department. We will eventually make a watch with the racing team.

Why Aston Martin?

It has a bright, long history with racing. There are a lot of elements in the past, as well as the future, that are common to us. We also are exclusive, we also are a luxury brand and a technology brand, but we also are a very traditional brand. We have watches, like the Monaco, which will turn 50 next year.

Source link

About The Author

Momizat Team specialize in designing WordPress themes ... Momizat Team specialize in designing WordPress themes

Related posts

Leave a Reply