Automotive sponsorships are so frequent amongst luxurious watchmakers, they border on the cliché. TAG Heuer, nevertheless, has an genuine connection to motorsport as a result of it turned the primary watch model to be related to a Formulation One staff when Heuer turned the sponsor and official timekeeper of Scuderia Ferrari in 1971.
That legacy is on show this week on the Geneva Worldwide Motor Present, the place the model has erected a 3,300-square-foot stand presenting historic and up to date timepieces in addition to a number of racecars. Right here, Jean-Claude Biver, president of the LVMH Watch Division and chief govt of TAG Heuer, explains the model’s new automotive partnership.
That is your fourth consecutive yr exhibiting on the Geneva motor present. Why is it necessary for TAG Heuer to have a presence right here?
It’s one of many main car exhibits on this planet, and, as such, it’s already necessary. No. 2: It’s necessary as a result of it’s subsequent door — we couldn’t be nearer. And No. 3, it’s necessary as a result of for the reason that finish of the 1950s, TAG Heuer has continuously partnered with cars, primarily racing vehicles. A part of our DNA is motorsport.
What’s new for this yr?
We’re revealing our partnership with Aston Martin. It’s a double partnership: with the automobile firm and with its racing division. We are going to finally make a watch with the racing staff.
Why Aston Martin?
It has a brilliant, lengthy historical past with racing. There are lots of parts previously, in addition to the longer term, which are frequent to us. We are also unique, we are also a luxurious model and a know-how model, however we are also a really conventional model. We’ve got watches, just like the Monaco, which is able to flip 50 subsequent yr.