TAG Heuer gets on the circuit
The history of TAG Heuer is closely linked with the automobile industry with its fast cars and exciting racing circuits – particularly with the Automobile Club of Monaco
From Juan Manuel Fangio to Fernando Alonso and Jenson Button, the greatest racing champions have all played their own special part in the TAG Heuer legend. However it was in 1969 that TAG Heuer was the first watchmaking brand to sponsor a professional driver, Jo Siffert. It's the same for all motorsport races but the highlight of them all is the most prestigious race and oldest motor races in the world: The iconic Monaco Grand Prix.
At this elite circuit, the Swiss watchmaker occupies its own very special place, by building up the biggest number of Monaco Grand Prix winners, such as; Niki Lauda, Jody Scheckter, Alain Prost, Ayrton Senna, Mika Häkkinen, David Coulthard, Kimi Räikkönen, Fernando Alonso and Lewis Hamilton, who are all TAG Heuer ambassadors. Since 2011, TAG Heuer and the Automobile Club of Monaco have been strengthening their relationship and with the signing of a historic and all-encompassing agreement: Official Partner, Official Watch and Official Sunglasses, the duo is inseparable.
The night before the anticipated race, an exclusive yacht party unfolded on the deck of the SeaDream, which was moored in the Principality's harbour and adorned in brand colours. Jean-Claude Biver, the President of the LVMH Group Watch Division and CEO of TAG Heuer, was on board to welcome guests to the party, where new brand ambassador Cara Delevingne, who also started the Grand Prix as a "Grid Girl", was on hand to kick-start the festive spirit.
Also present were Fernando Alonso, and the McLaren-Honda Team, with which TAG Heuer is celebrating a 30 year successful partnership this year, and also Mark Ronson as the talented DJ who set the mood for the night. In all the excitement, Mr Biver was heard saying, "Sport is an emotion, it is success, joy, hope, endurance and performance. These are all the qualities that are also found in a TAG Heuer watch. It's a state of mind that drives us, today more than ever, to be disruptive, connected to the future, high-tech, young and dynamic. Our activity in Monaco brings together all these ingredients – those of a luxury brand which has all the hallmarks of a high-end product, but one which is still very accessible.”
As an added bonus, this year welcomed five new watches that were highlighted and took centre stage over the weekend; The McLaren Formula 1 “30th anniversary of partnership” special edition, The “Ayrton Senna” Chrono special editions with the famous "Legend" steel bracelet, The “Cara Delevingne” special editions to give the weekend a touch of glamour, The Carrera Heuer-01 manufacture chronograph, the symbol of a new generation, and the all new Aquaracer 300M.
