TAG Heuer to become official watch partner of Aston Martin

  • Iconic TAG Heuer branding to feature on the 2018 Vantage GTE race car
  • Two global brands will partner to produce new collections of inspiring watches

6 March 2018, Geneva: Luxury British brand Aston Martin today announced that Swiss luxury watch company TAG Heuer will become its official watch partner, bringing together two of the most iconic luxury brands in motor racing.

The two companies, although producing uniquely different products, share many common values, including knowing how to utilise motorsport as an extreme test bed for their performance products. Both partners have extensive roots and experience in motorsport, reaching back through the decades and share an affiliation with the Aston Martin Red Bull Racing F1TM team. In the world of endurance sports car racing, TAG Heuer branding will appear on the brand new Aston Martin Vantage GTE race cars when the FIA World Endurance Championship gets underway at Spa-Francorchamps in May.

Off track, both brands are innovative with their product design and their creative teams of designers continually enjoy pushing the boundaries to produce unique products every time. Both are renowned for the fine detail in their craftsmanship and build quality that their loyal customers can always count on.

Aston Martin President and Chief Executive Officer, Dr Andy Palmer, said: “This is an exciting partnership for Aston Martin. Both brands have teams of brilliant designers and when two talented teams of designers collaborate like this, incredible things are created. Both of us understand the importance of beautiful bespoke craftsmanship and the importance of peak performance so we already have many common values. Of course, we also both love racing and testing our products to the limit in a competitive environment. I hope this new partnership brings us all a lot of success both on and off the track.”

Chief Executive Officer of TAG Heuer and President of LVMH Group Watches Division, Jean-Claude Biver, echoed Palmer’s excitement about the new partnership: “Aston Martin has the same genetic make-up as TAG Heuer: luxury, quality, beautiful products, innovation, history, emotion and performance. We are therefore delighted to be able to work with such a prestigious brand that shares our passion for cars. This collaboration will bring forth a wealth of amazing synergies that will strengthen TAG Heuer’s position as an avant-garde luxury watch brand with a leading position in the automotive sector.”

The two brands going forward will develop a collection of watches encompassing all aspects of   motor racing including the World Endurance Championship series.  Aston Martin and Aston Martin Racing TAG Heuer watches, will be marketed through the TAG Heuer global distribution network and at Aston Martin dealer network and brand centres in London and Tokyo. With two brands that are renowned for performance, precision and craftsmanship, the first product to be borne of this new partnership will be highly-anticipated

Note to the Editors:

About Aston Martin

Aston Martin is an exclusive luxury sports car company with a unique British heritage. The iconic brand fuses the latest technology, exceptional hand craftsmanship and graceful styling to produce pioneering models including the DB11, Rapide S, Vanquish S, Vantage S and the Vanquish Zagato. Based in Gaydon, England, Aston Martin designs and creates sports cars offering style and performance which are sold in 53 countries around the world.

Founded in 1913, the company recently launched its Second Century plan for sustainable long-term growth. This is underpinned by the introduction of new models including the DB11, new Vantage, RapidE and DBX concepts and the revival of Lagonda with the Lagonda Taraf as well as the development of a new manufacturing centre in St Athan, Wales. Aston Martin, which is privately owned, employs 2,800 people.    

About TAG Heuer

In 1860, at the age of 20, Edouard HEUER founded his watchmaker’s workshop in the Jura Mountains of Switzerland. Creating the mikrograph in 1916, sponsoring F1 teams in the 70s or launching the first luxury connected watch in 2015 are just some examples of the major technical innovations, ultimate accuracy and passion for disruptive design that define our unique spirit. Headquartered in La Chaux-de-Fonds, TAG Heuer operates in 4 production sites, mastering the whole watchmaking process, and is active on all continents through 4500 points of sale, including 170 TAG Heuer boutiques, now directly on in a selection of markets.

TAG Heuer timepieces are designed for those who love challenges. Our influence is enriched by our unique communication strategy based on three pillars, Sport, Lifestyle and Heritage. Broad and disruptive, it embodies our legacy and DNA. Partnerships and ambassadors illustrate our open-minded and open-doors culture. The most prestigious and avant-garde names team up with TAG Heuer: RedBull Racing Formula 1 team, Monaco F1 Grand Prix, Formula E Championship, the biggest football leagues around the planet in Europe, Americas and Asia…- Manchester United; Trendsetters like it-girl Bella Hadid, the American star quarterback Tom Brady, Hollywood actors like Chris Hemsworth or Patrick Dempsey; and the first appointed Art Provocateur by a brand, Alec Monopoly!