McLaren drivers such as Alain Prost, Ayrton Senna, Mika Hakkinen and Lewis Hamilton have served as brand ambassadors for TAG Heur, a tradition that extends to the team’s current lineup of Jenson Button and Sergio Perez.
Moving forward, McLaren and TAG Heuer will expand their partnership in several ways. First and foremost is the announcement that the partnership will now include McLaren Automotive, which builds the MP4-12C and the upcoming P1 hybrid supercar.
While it’s not entirely clear what the collaboration will produce, it’s logical to assume that TAG Heuer will produce limited edition watches themed for buyers and fans of the MP4-12C and the P1, just as Breitling has partnered with Bentley on similar projects.
TAG Heuer will up its sponsorship of the McLaren Formula One team as well, with logos now appearing on the MP4-28’s rear spoiler, as well as on drivers suits and team uniforms.
Coincidentally, 2013 marks both the 50th anniversary of McLaren and the 50th anniversary of the TAG Heuer Carrera timepiece, which will surely factor into the Swiss brand’s upcoming marketing efforts.
Ensuring that the next 28 years are as productive as the previous 28 years, TAG Heuer will support McLaren’s “Young Driver Development Program,” which includes former Formula One World Champion Lewis Hamilton among its graduates.
Ultimately, the relationship between the brands works because of common values, namely performance, precision prestige and innovation, in the words of TAG Heuer President and CEO Jean-Christophe Babin.
Given the legacy of both brands, we don’t see that changing any time soon.