TAG Heuer has also been appointed Official Partner for Aston Martin Racing, marking the watch brand big comeback to the World Endurance Championship.

The partnership was announced at Aston Martin’s stand at 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.

This is a prestigious alliance between two luxury brands with deep roots in the automotive world. The partnership will have a dual focus, with Aston Martin and its exceptional car models on the one hand, and Aston Martin Racing’s motor racing and performance on the other.

Today, Jean-Claude Biver, CEO of TAG Heuer and President of the LVMH Group Watches Division, and Andy Palmer, President and CEO of Aston Martin, were particularly proud to announce that TAG Heuer has been chosen as Aston Martin’s Official Partner, Official Watch Partner and Official Connected Watch Partner of Aston Martin and Aston Martin Racing, marking the watch brand big comeback to the World Endurance Championship (WEC).

Aston Martin is the embodiment of British elegance and luxury. It produces prestigious cars, as well as some of the most powerful racing models on the market. Since 1913, the brand, with its famous winged logo, has designed, developed and produced luxury cars at its factory in Gaydon, England, some of which have achieved iconic status. Aston Martin draws on over 100 years of expertise to create authentic, high-quality vehicles. It was these values which appealed to TAG Heuer, as they coincide perfectly with the brand’s identity.