TAG Heuer, McLaren in a bigger, stronger partnership

During the Geneva Motor Show, TAG Heuer President/CEO Jean-Christophe Babin and McLaren Group Executive Chairman Ron Dennis announced a new exclusive partnership agreement. TAG Heuer will continue to supply the official timepiece for the Vodafone McLaren Mercedes Formula 1 team, and the partnership will be extended to include McLaren Automotive, the manufacturer of world leading high performance sports cars including the 12C and McLaren P1.

TAG Heuer and McLaren engineers already have a strong technical partnership, working together on timepieces and on-board timekeeping systems, highlighting the connections between watch-making and racing car production.  

The partnership announced recently, will extend the relationship, as with an eye to the future TAG Heuer will support McLaren’s ‘Young driver development program’, a scheme to identify and support the most talented young drivers. For many years TAG Heuer has successfully supported the rise of great F1 champions, and working closely with McLaren this is set to continue.

As part of this new partnership the talented Mexican driver Sergio Perez will be an ambassador for the Swiss brand, together with the Formula 1 World Champion Jenson Button. In order to seal their partnership and celebrate McLaren’s 50th anniversary, as well as the 50th anniversary of the Carrera timepiece, the TAG Heuer logo be visible, on the rear spoiler of McLaren cars, as well as on the drivers’ suits and team apparel.

Babin declared: “At TAG Heuer, we believe in lasting relationships that are built over time. This new agreement extending a partnership that has already lasted 28 years is proof of that. A long adventure, with many successes along the way: 140 victories, 134 pole positions, 373 podiums, six car-maker titles, and above all nine world champions from Prost to Senna and from Hakkinen to Hamilton, who have proudly worn our colours and chronographs on tracks all over the world. Today we also celebrate common values performance, precision, prestige and innovation that guided us since 1985 and that will continue to unite us.”

Speaking in Geneva, Ron Dennis said: “I am delighted to be able to extend and broaden our longstanding relationship with TAG Heuer. We have shared a successful partnership lasting 28 years, during which time we have achieved world beating success on the track.

Excitingly, our relationship will now extend to the road. McLaren Automotive has designed some of the world’s most exciting cars and we share with TAG Heuer an ethos of inspirational design, exemplary quality, high performance and attention to detail, making us natural partners.  We are about to enter an exciting new phase in our relationship.”

The first watch-making brand to use drivers as ambassadors in the 1960s, the number one watch brand, and in particular the first non-technical sponsor committed to a team from the 1970s, TAG Heuer remains the benchmark brand in motor-racing sport. This renewed and extended agreement between TAG Heuer and McLaren is the natural continuation of this unique story. The new range of TAG Heuer watches will soon be available at Colombo Jewellery Stores Alfred House Gardens, Odel, Crescat Boulevard, Dutch Hospital and Kandy City Centre.