The partnership was announced on 6 March, at Aston Martin's stand at the International Geneva Motor Show in the presence of Aston Martin’s senior team, Andy Palmer, President and CEO, Marek Reichman, Vice President and Chief Creative Officer and Simon Sproule – Vice President and Chief Marketing Officer and Jean-Claude Biver, CEO of TAG Heuer and President of the LVMH Group Watches Division. TAG Heuer now become Aston Martin's Official Partner, Official Watch Partner and Official Connected Watch Partner of Aston Martin and Aston Martin Racing.
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. But 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.
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.
It is worth recalling that TAG Heuer is also a founding partner and the Official Timekeeper of the FIA Formula E Championship, Official Timekeeper of the legendary Carrera Panamericana and the Pikes Peak in the USA, Official Partner and Official Watch of the Automobile Club de Monaco (ACM) and the Monaco Grand Prix, the Indianapolis 500 (Indy 500), Grand Turismo Sports, the Endurance World Championship (FIA WTCR), and motorcycle racing in the Endurance World Championship (FIM EWC).
