TAG Heuer signs the Aston Martin Red Bull Racing Formula 1 Team
Jean-Claude Biver, CEO of TAG Heuer and President of the LVMH Watch Division, and Christian Horner, Team Principal of Aston Martin Red Bull Racing, are especially proud to announce today that TAG Heuer is becoming the Official Timekeeper, Official Watch, Team Performance Partner of Aston Martin Red Bull Racing. 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.
Aston Martin 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 Aston Martin 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.
Beyond the visibility provided by the direct association with the name of the team across communications, rankings, TV broadcasts, and the traditional branding permanently sported by the team throughout the racing season, TAG Heuer will also have a presence at the Spielberg circuit, the Red Bull Ring, in Austria and the Team’s headquarters in Milton Keynes.
The partnership between Aston Martin Red Bull Racing and TAG Heuer will take shape in an original, different and innovative manner, both on and off track. Aston Martin 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.
Jean-Claude Biver, CEO of TAG Heuer and President of the LVMH Watch Division declared: “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 Aston Martin 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 Aston Martin Red Bull Racing team and its highly contagious enthusiasm.”
Christian Horner, Team Principal of Aston Martin Red Bull Racing, added: “TAG Heuer and Red Bull are two transcendent brands which have both a passion for racing and a drive to do things differently, and this unique collaboration is further evidence of that. TAG Heuer has been an iconic brand in the world of Formula One for many years and we’re delighted that they’ve chosen to continue their association with the sport by teaming up with us. Our shared values of innovation and a desire to stand out from the crowd make this one of the most exciting partnerships in F1.”
Lastly, the alliance between Aston Martin Red Bull Racing and TAG Heuer, brings together two brands with different experiences in the sport but a shared philosophy for the future.
On one hand, Aston Martin Red Bull Racing brings an innovative and unconventional approach to the world of F1l. The combination of the youngest driver line-ups on the grid; both products of the Red Bull Junior Driver programme which continues to develop some of the most exciting talent in F1.
One the other, the heritage and tradition provided by 155 years of history as a Swiss watch manufacturer, the heritage and genetics of which are intimately linked with the world of motor racing. It is worth underlining that TAG Heuer has been associated with and supported some of the greatest F1 teams, the greatest drivers, and the most legendary of circuits.
This agreement will begin 1st January 2016. The first date for the diary is the first Grand Prix of the season, taking place in Melbourne, Australia on 20th March.