McLaren and TAG Heuer strengthen partnership

TAG Heuer and McLaren International are delighted to announce a further strengthening of their Partnership. The TAG Heuer brand will now appear on all the Team McLaren Mercedes drivers' helmet visors. This is in addition to TAG Heuer's role within...

TAG Heuer and McLaren International are delighted to announce a further strengthening of their Partnership. The TAG Heuer brand will now appear on all the Team McLaren Mercedes drivers' helmet visors. This is in addition to TAG Heuer's role within Team McLaren Mercedes as both Official Watch Supplier and Time Keeper, the latter of which sees the test team utilise TAG Heuer's latest precision timing equipment.

"TAG Heuer is extremely proud today to announce the strengthening of its partnership with McLaren International. A deep friendship and mutual respect have developed over the years thanks to this shared passion for motor sports. That is what now leads TAG Heuer to deepen the nature of our relationship with McLaren, with the famous TAG Heuer brand now appearing on the helmets of David Coulthard, Kimi Raikkonen, Alexander Wurz and Pedro de la Rosa," commented Jean-Christophe Babin, President and CEO of TAG Heuer.

"The partnership with the McLaren team has enabled us to gain access to and to develop new technologies and materials. Through the close co-operation with the team's drivers and engineers, it has given rise to extremely innovative watch models such as the Kirium Ti5 or the 1/1000th second Microtimer."

"Extending and broadening this partnership will enable our watchmakers and designers to find new sources of inspiration in terms of prestige and performance, the two most characteristic dimensions of TAG Heuer, which are also integral values held by McLaren. The announcement underscores TAG Heuer's commitment and involvement to McLaren and Formula 1, a sport where the brand has been Official Timekeeper for the World Championship since 1992."

"We are very proud to be announcing a further development to our relationship with TAG Heuer, who next year will enter their 20th year of association with McLaren International, making TAG Heuer one of our longest serving Partners. It is also particularly pleasing as TAG Heuer is now no longer part of the TAG Group, but LVMH Luxury Group," said Ron Dennis, Chairman and CEO of the TAG McLaren Group.

"The continuity that long-term Partnerships provide holds substantial value to the Team McLaren Mercedes team and is vital to maintaining consistency and success in Formula One. This latest announcement also highlights how Partnerships can be developed and maximised over time to the mutual benefit of both parties. For example, the new TAG Heuer timing equipment that the test team has been using over the past few months has enabled us to optimise our programme, by providing precise measurements of the car's performance characteristics."

"As a timepiece aficionado, for me it is a pleasure to be associated with such a prestigious brand as TAG Heuer, who have recently increased their visual presence within the team, through their new branding on our helmets," said David Coulthard. "Over the past year, I have participated in a test programme for the new TAG Heuer Microtimer, which has been a fascinating experience, and I am looking forward to the continued development of the Partnership between the two companies."

"Since joining the Team McLaren Mercedes team I have become a TAG Heuer ambassador, and I was recently involved in a photoshoot for their latest ad in the 'What are you made of?' campaign, which will come out later this year," said Kimi Raikkonen. "I am proud to be involved in such a high profile campaign, alongside sports stars such as my team-mate David and Tiger Woods."

TAG Heuer's relationship with McLaren began in 1985. The partnership has one of the finest track records in motor-racing history, including six Formula One Constructors' World Championships and eight Formula One Drivers' World Championships titles. Today TAG Heuer is one of the most important companies of the LVMH (Moët Hennessy-Louis Vuitton) Luxury Group.

-mclaren-

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About this article
Series Formula 1
Drivers David Coulthard , Kimi Raikkonen , Alexander Wurz
Teams Mercedes , McLaren