Christian Horner photo courtesy CasioEnlarge Photo
Commercial partnerships in Formula 1 usually align technologically and this is the case with Casio Computer and Red Bull Racing. Casio announced that they have signed to continue with the two-time and reigning Constructors' and Drivers' titleholders in F1. According to Christian Horner, Red Bull Racing team principal, "Formula 1 is focused on speed and accuracy, which is captured and reflected in the Casio EDIFICE full-metal watches worn by the drivers and the team.
"It's encouraging that we're able to keep building and extending our relationships with long-term partners such as Casio. We very much look forward to working with them throughout the new season and beyond," Horner emphasized.
Casio will serve as an official team partner for the 2012 and 2013 F1 seasons, intending to strengthen the brand image of its EDIFICE full-metal men's timepieces and linking the "speed and intelligence" concept of the analog metal watches that evoke a sense of velocity and motorsports energy. The distinctive watch face uses Casio-developed technology that features a full range of measurement functions and distinctive face designs.
Casio likes the youthful image of Red Bull Racing, which has been competing in Formula 1 since 2005; it also savors the intelligent strategy of the team as they strive to leverage outstanding technology development capabilities to make their cars the fastest in the world. The correlation between those qualities and Casio's EDIFICE brand concept enhances the partnership, which has been in place since 2009.
The EDIFICE Casio watch receives a designation as the official watch partner for RBR for these two seasons and the Casio logo continues to appear on the racing suits worn by two-time driving champion Sebastian Vettel and teammate Mark Webber. The logo also appears on team wear and will be increased on the nose sections of the RB8 race cars. Casio plans to work with the Red Bull Racing group to release special collaborative watch models throughout the collaboration; these global marketing activities are expected to further enhance the EDIFICE brand image, the company said.
Casio's senior managing director and senior general manager of global marketing, Hiroshi Nakamura said, "Over the last three years of our partnership with Red Bull Racing, our relationship has grown stronger and closer. The team is hugely popular around the world after winning the Drivers' and Constructors' championships for two consecutive years. As a result, our partnership with Red Bull Racing has been extremely effective in the global promotion of EDIFICE watches."