Jean-Claude Biver, CEO of TAG Heuer and President of the LVMH watch division, and Christian Horner, Team Principal of Red Bull Racing, announced recently that TAG Heuer is becoming the Official Timekeeper, Official Watch, Team Performance Partner of Red Bull Racing. This agreement will begin 1st January 2016. As of the coming Formula 1 racing season, TAG Heuer will be part of the team designation, a historic premiere for a watchmaking brand in the world of F1.
Red Bull Racing are Quadruple Double World Champions, having won both the FIA Formula One Constructors’ and Drivers’ World Championships in 2010, 2011, 2012 and 2013. It is Red Bull Racing's unorthodox approach to the sport and to entertainment which appealed to TAG Heuer, one which is perfectly in line with the watch brand's new marketing strategy. This alliance between Red Bull Racing and TAG Heuer, brings together two brands with different experiences in the sport but a shared philosophy for the future.
“Be unique, different and the first has always been my personal philosophy in all my 40 years of activities, from product development to marketing and partnerships. This is the first time ever, a watchmaking brand name is directly associated with an official F1 team designation. Formula One is deeply-rooted in TAG Heuer's DNA, and Red Bull Racing is a young, dynamic and driven team, which perfectly fits with our marketing strategy. It will give TAG Heuer exceptional visibility and allow us to make our partnership exciting, different and innovative. Our motto #DontCrackUnderPressure will be the guiding principle behind all our actions with the support of the Red Bull Racing team and its highly contagious enthusiasm.” said Jean-Claude Biver.
The partnership between Red Bull Racing and TAG Heuer will take shape in an original, different and innovative manner, both on and off track. Red Bull Racing will join forces with TAG Heuer to create a range of original media content, in particular for social media networks and for new events platforms. The first date for the diary is the first Grand Prix of the season, taking place in Melbourne, Australia on 20th March.
