Swiss watch brand TAG Heuer has announced a three-year extension to its partnership with the Aston Martin Red Bull Racing Formula 1 team.
The LVMH brand will continue as the team’s Official Timekeeper, Official Watch, and Team Performance Partner until 2021.
The news extends a relationship that began in 2015 and has seen activation spanning the worlds of sport and entertainment.
Announcing the extension, TAG Heuer hailed Red Bull Racing as “a perfect fit to the disruptive and innovative spirit of TAG Heuer,” emphasising the team’s commitment to developing young drivers.
Stéphane Bianchi, CEO of TAG Heuer and president of the LVMH Watch Division, said: “No one better than Aston Martin Red Bull Racing with its young and exciting team, its unconventional approach to Formula 1, and its amazing experiences and track records on the circuits illustrate better our motto #DontCrackUnderPressure.
“It was evident to me that the incredible link between TAG Heuer and Formula 1 had to continue through this partnership”
Christian Horner added: “We are delighted to confirm the extension of our partnership with TAG Heuer. Over the past three seasons the TAG Heuer name has become deeply linked with the Team’s efforts, through its branding of our power units, and also via the company’s exceptional global visibility.
“The TAG Heuer name has outstanding heritage in Formula 1, stretching back to the golden age of grand prix racing, and we are proud to play a part in that continuing story. I believe that Aston Martin Red Bull Racing and TAG Heuer are united in a common goal – a relentless pursuit of precision and perfection – and I am looking forward to continuing that quest in the years to come”.
TAG Heuer has been linked to the Formula 1 World Championship since its inception in 1950, providing several teams with mechanical chronometers.
The brand was the Official Timekeeper for the Scuderia Ferrari Team from 1971 to 1979, while the legendary driver Ayrton Senna was chosen as the first Ambassador for the Don’t Crack Under Pressure campaign.