News 
On March 7th, Jean-Claude Biver – CEO of TAG Heuer and President of the Watches Division of the LVMH – had the pleasure of welcoming some of the best-known motor-racing figures to announce new partnerships the brand has signed in this field.
Christian Horner, Team Principal of the Aston Martin Red Bull Racing Formula One Team; Alejandro Agag, CEO of ABB Formula E; Andy Palmer, CEO and President of Aston Martin; P.P. Hinduja, Sanjay Hinduja and Franck Rutten, of Gulf International; Philippe Renzini, Director of the Monaco Motor Show; and Jack Heuer, Honorary Chairman of the watch brand bearing his family name, were all on hand to celebrate TAG Heuer’s unique history in the world of motorsports. Prince Albert II of Monaco also gratified the event with an exceptional appearance.
TAG Heuer’s history is intimately bound up with that of Monaco. Since 2011, the Swiss watchmaker has been serving as partner and official watch of the Automobile Club de Monaco as well as timekeeper for the most prestigious and one of the oldest motor races in the world, the legendary Monaco Grand Prix. The Maison has a place of its own on the circuit and is part of its History with a capital H. One of the brand’s iconic models, the Monaco, is in fact even named after this legendary event. The brand has further reinforced its links with the Principality by announcing the twinning with the Monaco Automobile Museum. Alongside 16 iconic cars on show in the museum, dating from 1911 to the present day, TAG Heuer will install a watch from the same year, stemming from the heritage collection of its own watch brand museum. Setting a symbolic seal on this union, the steering wheel of the Red Bull Racing Showcar exhibited on the stand was officially donated to the Monaco Automobile Museum.
Gulf Oil International and the watch brand officialised their union during this event. Authentic ties between past and future will be put in place. Immediately identifiable thanks to its famous blue and orange stripes, Gulf has been a pillar of the automobile world for more than 115 years. On numerous occasions, TAG Heuer and the oil company had crossed paths, with a highlight in 1971: the film Le Mans in which Steve McQueen wears a Heuer Monaco on his wrist while driving the Porsche 917 with the Gulf logo. There are thus very few brands that can share as many pit-stop memories, and which have a strong and authentic relationship. The two companies are driven by the same passion, as exemplified by the presentation on this occasion of the Monaco Special Edition Gulf Calibre 11 with its “racing” colours and featuring the oil company logo.
The Maison from La Chaux-de-Fonds also took the opportunity to announce the extension of its partnership with ABB Formula E. These new agreements will reinforce TAG Heuer’s position as an avant-garde watch brand with a leadership position in the automobile world.
March 22, 2018