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May 23rd, 2018

TAG Heuer and the Monaco Grand Prix 2018

The “world of TAG Heuer is closely connected to motor racing” and, in particular, to one of the year’s most prestigious and renowned events: The Formula 1 Grand Prix de Monaco of 2018. On May 27th, the streets of Monte Carlo will, once again, welcome some of the world’s best drivers as they compete for the glory of being crowned champion at such an esteemed event.

TAG Heuer and its Monaco watches have been associated with the world of Formula One for over 40 years and, to this day, the Monaco range remains just as iconic as the race and city it’s named after.

The partnership between TAG Heuer and the Grand Prix couldn’t be more perfect – after all, both watchmaking and racing require precision and technical excellence.

TAG Heuer and Aston Martin Red Bull Racing

TAG Heuer and Aston Martin already shared an affiliation with the Red Bull Racing Formula 1 team, with Aston Martin being its naming sponsor and its engines boasting the TAG Heuer brand.

However, this new partnership is a historic moment: TAG Heuer is “marking a historic premiere for a watchmaking brand in the world of F1 with the naming of the Aston Martin Red Bull Racing-TAG Heuer RB12 car now running on a TAG Heuer engine V6 for the RB13”.

The Swiss watchmaker is the Official Timekeeper, Official Watch and Team Performance Partner of Aston Martin Red Bull Racing and firmly believes in excellence and innovation. According to Biver, the brand’s aim is to “show that true luxury lasts forever and that that’s what differentiates TAG Heuer timepieces from other objects which inevitably become obsolete over the years. All those working at TAG Heuer channel all of their energy into offering long-lasting quality and innovation. Indeed, our future depends entirely on it”.

And Aston Martin Red Bull Racing has “radically transformed the world of motorsports with its incredible performance on the track and defiance of convention”.

Bringing together a love for motor racing and iconic brands, both TAG Heuer and Aston Martin Red Bull Racing strive to be the best at what they do.

TAG Heuer Together with Aston Martin

TAG Heuer announced a new deal with Aston Martin during the 2018 Geneva International Motor Show, with the Swiss brand becoming its official watch partner. Both companies share common values, such as their will to innovate when it comes to design and their focus on superior quality craftsmanship.

Jean-Claude Biver, TAG Heuer’s CEO, believes that “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”.

The newest release, the TAG Heuer Monaco Calibre 11 Gulf Special Edition watch, is the perfect embodiment of the rich heritage of TAG Heuer with motor racing. It was revisited to celebrate the 50th anniversary of the rise of the Gulf Racing blue and orange stripes; as he drove his Porsche 917 that bore the Gulf colours, Steve McQueen, the ‘King of Cool, wore a Tag Heuer Monaco 1133B Calibre 11 that has become instantly recognisable around the world.

It is undeniable that TAG Heuer Monaco watches make a statement.

Modern, yet with a classic twist, the timepieces in this range are the personification of cool, boldness and revolutionary aesthetics. Perfect for the contemporary man who is passionate about life in the fast lane.

Why the Grand Prix Monaco?

It couldn’t be any other.

TAG Heuer has had a strong connection to the Monaco Grand Prix for many years, ever since it introduced the TAG Heuer Monaco, an automatic chronograph wristwatch, in honour of this annual event.

The Swiss watchmaker has been revolutionising watchmaking since its inception in 1860 and the Monaco was proof of that – this range was revolutionary because it was the first automatic watch and the first square-cased chronograph.

Winning the Monaco Grand Prix adds the driver’s name to a list of the all-time greats. This prestigious circuit is both exceptional and challenging, and is also part of the ‘Triple Crown in Motorsport’, an achievement that rewards the best in the racing world. It has been running since 1929 and features on every F1 calendar – this makes it one of the longest-running races in the world.

So, TAG Heuer stands apart due to the exceptional quality and reliability of their watches and the Monaco Grand Prix stands apart for being the one competition that every driver dreams of winning.

Alongside the Monaco range, we offer many other TAG Heuer watches at our stores, including the Tag Heuer Formula 1 range – as official stockists of this luxury brand, we are proud to be part of its history and to help to celebrate the fantastic world of motor racing.

Contact us if you wish to learn more about TAG Heuer or about any of our other watches, and visit us at our Lancaster (01524 38 10 20) and Kendal (01539 73 03 00) stores. Alternatively, follow us on Facebook, Twitter and Instagram.

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