TAG Heuer Becomes Official Watch Partner to Aston Martin

Melvyn Teillol-Foo

Aston Martin Vantage GTE Tag Heuer Branding

  • Iconic TAG Heuer branding to feature on the 2018 Vantage GTE race car.
  • Two global brands will partner to produce new collections of inspiring watches

With the end of the 2018 Geneva International Motor Show yesterday and the start of the 2018 Baselworld watch trade fair this week, Aston Martin announced that TAG Heuer will become its official watch partner, bringing together two of the most iconic luxury brands in motor racing.

Aston Martin Vantage GTE red


Heuer Microsplit Timer


Heuer Racing Porsche model

Through the 1960s and 1970s the iconic Heuer logo was seen on F1 Grand Prix tracks as official timerkeeper and on Porsche racing cars as sponsors.

Now, they are back on the racing Aston Martins.

Aston Martin Vantage GTE green

Although producing uniquely different products, both companies share many common values, including knowing how to utilise motorsport as an extreme test bed for their performance products. Both partners have extensive roots and experience in motorsport, reaching back through the decades and share an affiliation with the Aston Martin Red Bull Racing F1 team.

Aston Martin Vantage WEC Team

TAG Heuer branding will appear on the brand new Aston Martin Vantage GTE race cars when the FIA World Endurance Championship gets underway at Spa-Francorchamps in May 2018.

Aston Martin Vantage WEC Team

Aston Martin President and Chief Executive Officer, Dr Andy Palmer, said: “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. Of course, we also both love racing and testing our products to the limit in a competitive environment. I hope this new partnership brings us all a lot of success both on and off the track.”

Aston Martin and Tag Heuer CEOs

Chief Executive Officer of TAG Heuer and President of LVMH Group Watches Division, Jean-Claude Biver, replied: “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.”

Watch Collection

Soon, both brands will develop a collection of watches associated with motor racing including the World Endurance Championship series.

Aston Martin and Aston Martin Racing TAG Heuer watches, will be marketed through the TAG Heuer global distribution network and at Aston Martin dealer network and brand centres in London and Tokyo.

AlphaLuxe Comment

When two brands that are renowned for performance, precision and craftsmanship get together, the first product to result from this new marriage will be highly-anticipated.



Author’s Biography: Melvyn Teillol-Foo (MTF)

Dr Melvyn Teillol-Foo is a contributor on AlphaLuxe web-zine.
He was also CEO of PuristSPro.com horology discussion fora. He blends his scientific medical objectivity from the pharmaceutical industry with purist passion, in his musings about watches, travel, wine, food and other epicurean delights.
His travelogue ‘Lazing’ and feasting ‘Grazing’ series of articles have now passed into “mythic legend” on the original ‘ThePuristS.com’ website. Those were the halcyon days when he was “rich and famous” that he remembers with bittersweet fondness.

Dr Teillol-Foo is a quoted enthusiast on the watch industry, appearing in feature articles and interviews by Wall Street Journal, International Herald Tribune, Sunday Times (London), Chronos (Japan), Citizen Hedonist (France) and other publications. He has authored articles for magazines like International Watch (iW) – both U.S. & Chinese editions, ICON (Singapore), August Man (Singapore), Comfort (China) and The Watch (Hong Kong).

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