Formula 1
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 ...
Published: May 27, 2002, 8:25 PM
Copy link
Share on Viber
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.
-mclaren-
We want your opinion!
What would you like to see on Motorsport.com?
Take our 5 minute survey.
- The Motorsport.com Team
Read and post comments
Read also :
Share Or Save This Story
Copy link
Share on Viber
Previous article Coulthard wins Monaco GP in fine style
Next article Teams prepare for British GP at Silverstone
Top Comments
There are no comments at the moment. Would you like to write one?
View More & Comment
More from
David Coulthard
David Coulthard warns "heads will roll" if Williams FW48 upgrade fails
Formula 1
Formula 1
Azerbaijan GP
David Coulthard warns "heads will roll" if Williams FW48 upgrade fails
David Coulthard proposes F1 sprint for Madrid after Monaco 2027 addition
Formula 1
Formula 1
Azerbaijan GP
David Coulthard proposes F1 sprint for Madrid after Monaco 2027 addition
David Coulthard warns unchanged Madring return in 2027 would be "stupidity"
Formula 1
Formula 1
Spanish GP
David Coulthard warns unchanged Madring return in 2027 would be "stupidity"
More from
Mercedes
F1 Brazil GP long runs: Kimi Antonelli dominates as Ferrari endures a nightmare Friday
Formula 1
Formula 1
Sao Paulo GP
1 h
F1 Brazil GP long runs: Kimi Antonelli dominates as Ferrari endures a nightmare Friday
Why Toto Wolff sees Ferrari clash as "déjà vu" – and why escalation may be necessary
Formula 1
Formula 1
Sao Paulo GP
17 h
Why Toto Wolff sees Ferrari clash as "déjà vu" – and why escalation may be necessary
Latest news
Jorge Martin faces 'very difficult' challenge at Qatar GP as pain strikes back in qualifying
MotoGP
MGP MotoGP
Qatar GP
37 min
Jorge Martin faces 'very difficult' challenge at Qatar GP as pain strikes back in qualifying
Ayao Komatsu: Esteban Ocon axing ‘surprised everybody at Haas’
Formula 1
F1 Formula 1
Sao Paulo GP
43 min
Ayao Komatsu: Esteban Ocon axing ‘surprised everybody at Haas’
MotoGP Qatar Grand Prix: Marco Bezzecchi storms to pole ahead of Marc Marquez
MotoGP
MGP MotoGP
Qatar GP
1 h
MotoGP Qatar Grand Prix: Marco Bezzecchi storms to pole ahead of Marc Marquez
Feature
Discover prime content
How F1’s rules got to be so complex
Formula 1
By Pat Symonds
How F1’s rules got to be so complex
Subscribe and access Motorsport.com with your ad-blocker.
From Formula 1 to MotoGP we report straight from the paddock because we love our sport, just like you. In order to keep delivering our expert journalism, our website uses advertising. Still, we want to give you the opportunity to enjoy an ad-free and tracker-free website and to continue using your adblocker.
You have 2 options:
- Become a subscriber.
- Disable your adblocker.
Subscribe now Already subscribed? Sign in here
Already disabled your adblocker?
Reload page
Manage Alerts
Subscribe