Marking their comeback to the World Endurance Championship, the LVMH watch brand, TAG Heuer, is all set to take the reins as the official partner for Aston Martin Racing. The announcement was made during the International Geneva Motor Show in the presence of Aston Martin’s senior team, Andy Palmer, President and CEO, Marek Reichman, Vice President and Chief Creative Officer and Simon Sproule – Vice President and Chief Marketing Officer and Jean-Claude Biver, CEO of TAG Heuer and President of the LVMH Group Watches Division.
Andy Palmer, President and CEO of Aston Martin, added: "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."
The new agreement promises inculcates a number of exciting events and collaborations. TAG Heuer will be the Official Watch Partner of the WEC team racing the Vantage GTE at the next 24 Hours of Le Mans, as well as the Official Watch Partner of the Valkyrie - the celebrated hypercar approved for road use and developed in partnership with Red Bull Racing Advanced Technologies, only 175 of which will be produced, including 150 solely intended for road use.
Jean-Claude Biver, CEO of TAG Heuer and President of the LVMH Group Watches Division, commented: "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."