Mar 6, 2018, 10:08 AM

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.