Tag Heuer extends partnership with McLaren

McLaren International and TAG Heuer are pleased to announce a long-term extension of their Partnership. The announcement comes at a time when TAG Heuer has chosen to use West McLaren Mercedes driver and 2002 Monaco Grand Prix winner David Coulthard in its latest advertising campaign 'What are you made of?'

"I'm proud to play such a prominent role in TAG Heuer's new advertising campaign and am pleased they have extended their relationship with the team," said David Coulthard on the day after his Monaco Grand Prix victory. "I bought my first TAG Heuer watch in a duty free shop in Marseilles when I was 11, and today I have an extensive collection. I enjoyed doing the photographs for the campaign but still find it quite strange to see the portrait displayed prominently in magazines and on posters."

The campaign matches prestigious and avant-garde TAG Heuer models with various brand ambassadors sharing the same exceptional character. David is photographed wearing the Kirium Formula 1, the most high-tech TAG Heuer chronograph and the prestigious emblem of a sport requiring absolute precision.

The campaign will be running for a total of eight months, in more than 100 countries and a mixture of lifestyle and business publications. 1000 posters will be erected as part of the campaign, including in New York and other capital cities around the world.

"We are proud of our long standing association with TAG Heuer," said Ron Dennis, Chairman and CEO of the TAG McLaren Group. "We have been together for 15 years and with the latest contract extension TAG Heuer becomes one of our longest standing Partners. Their use of the association, as illustrated by the latest advertising campaign featuring David, clearly demonstrates some of the mutual benefits offered by the Partnership."

"TAG Heuer and McLaren are both companies operating in a competitive environment where prestige, reliability and precision are at a premium and the barriers of technology and performance are pushed to the limits on a daily basis," said Jean-Christophe Babin, President and CEO of TAG Heuer SA. "I take great pleasure in looking back at McLaren and TAG Heuer's achievements over the years, and the benefits gained from our Partnership at the highest level of sport, which enables us to craft the best time pieces."

TAG Heuer's relationship with McLaren began in 1985 when the Heuer Company was acquired by the TAG (Techniques d'Avant-Garde) Group which resulted in the name change from 'Heuer' to 'TAG Heuer' and an increased commitment to involve the brand in prestigious sports. The partnership has one of the finest track records in motor-racing history, including six Formula One Constructors' World Championships and eight Formula One Drivers' World Championships titles. Today TAG Heuer is one of the most important companies of the LVMH (Louis Vuitton Moët Hennessy) Luxury Group.

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