Tag Heuer strengthens its presence at McLaren

Since McLaren became a full-fledged car manufacturer with the launch of the MP4-12C, its executives have wanted to capitalize on its long associations with luxury brands like Tag Heuer. This materialized in 2011 with the launch of the MP4-12C Chronograph watch, developed by the LVMH group subsidiary.

But today, the partnership between the two organizations goes even further. Indeed, Tag Heuer has decided to invest in the young drivers’ development program set up by the team. Consequently, the new recruit from Woking, Sergio Pérez, also becomes a brand ambassador. His Mexican nationality will be a significant asset in reaching the South American population as well as Mexicans living in the United States, one of the most important markets for luxury brands.

In order to visually solidify this strengthening of ties, the Swiss brand’s logo will prominently appear on the sides of the rear wing of Jenson Button’s and Sergio Pérez’s cars, one of the most media-exposed areas. It will also be visible on the sleeves of their suits.

To clearly show that the new agreement now includes production vehicles, it was Ron Dennis, the CEO of McLaren Automotive, and not Martin Whitmarsh, the F1 team director, who commented on the announcement, made at the McLaren stand at the Geneva Motor Show: « I am delighted to be able to extend our long-term relationship with TAG Heuer. We have shared a very successful partnership for 28 years, during which we have experienced a lot of success on the track. Our relationship will now extend to the road. McLaren Automotive has designed some of the most beautiful cars, and we share with Tag Heuer our obsession with design, exemplary quality, high performance, and attention to detail, which makes us natural partners. We will therefore enter an exciting new phase of our partnership. »

With the participation of www.Racingbusiness.fr