TAG Heuer becomes official partner of Aston Martin

The partnership marks the watch brands ‘big comeback’ to the World Endurance Championship

Andy Palmer, president and CEO of Aston Martin has announced that TAG Heuer has been chosen as the company’s official partner.

According to the group the Aston Martin brand is the embodiment of British elegance and luxury, TAG Heuer said it was these values which appealed to the company as it coincided with its own brand’s identity.

Biver, CEO of TAG Heuer, said: “Aston Martin has the same genetic make-up as TAG Heuer: luxury, quality, beautiful products, innovation, history, emotion and performance. We are therefore delighted to be able to work with such a prestigious brand that shares our passion for cars.

“This collaboration will bring forth a wealth of amazing synergies that will strengthen TAG Heuer’s position as an avant-garde luxury watch brand with a leading position in the automotive sector.”

Palmer added: “This is an exciting partnership for Aston Martin. Both brands have teams of brilliant designers and when two talented teams of designers collaborate like this, incredible things are created. Both of us understand the importance of beautiful bespoke craftsmanship and the importance of peak performance so we already have many common values.”

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