TAG Heuer and motorsports giant McLaren have signed a new partnership deal that will secure the Swiss watch brand’s position as official watchmaker to Vodafone McLaren Mercedes Formula 1 team and extend the deal to include McLaren Automotive.
The deal was announced by TAG Heuer president and chief executive Jean-Christophe Babin and McLaren Group executive chairman Ron Dennis at the Geneva Motor Show.
TAG Heuer said that the extended partnership will most likely lead to it supporting McLaren’s Young Driver Development Programme, a scheme to identify and support the most talented young drivers.
It will also lead to Mexican driver Sergio Perez joining F1 champion Jenson Button as an ambassador for TAG Heuer and the TAG Heuer logo being displayed on the rear spoiler of McLaren cars, as well as on the drivers’ suits and team apparel.
Dennis said: "I am delighted to be able to extend and broaden our longstanding relationship with TAG Heuer. We have shared a successful partnership lasting 28 years, during which time we have achieved world beating success on the track. Excitingly, our relationship will now extend to the road.
"McLaren Automotive has designed some of the world’s most exciting cars and we share with TAG Heuer an ethos of inspirational design, exemplary quality, high performance and attention to detail making us natural partners. We are about to enter an exciting new phase in our relationship."
