OK, no more rumours, it is now confirmed, the most iconic watch brand in the history of F1, TAG Heuer signs Red Bull Racing F1 Team to become their official timekeeper and official watch of the team. What makes this deal really unique, is that the Renault name is dropped in favour of a watch brand. The new name of the 2016 car is Red Bull Racing – TAG Heuer RB12.
Next year, expect to see a lot of co-branded content on the social media channels of the two brands, communications, TV broadcast, and traditional branding permanently sported by the team throughout the racing season. TAG Heuer will also have a presence at the Spielberg circuit, the Red Bull Ring, in Austria and the Team’s headquarters in Milton Keynes.
Jean-Claude Biver, CEO of TAG Heuer:
“Be Unique, Different and the First has always been my personal philosophy in all my 40 years of activities, from product development to marketing and partnerships. This is the first time ever, a watchmaking brand name is directly associated with an official F1 team designation. Formula One is deeply-rooted in TAG Heuer’s DNA, and Red Bull Racing is a young, dynamic and driven team, which perfectly fits with our marketing strategy. It will give TAG Heuer exceptional visibility and allow us to make our partnership exciting, different and innovative. Our motto #DontCrackUnderPressure will be the guiding principle behind all our actions with the support of the Red Bull Racing team and its highly contagious enthusiasm.”
Christian Horner, Team Principal of Red Bull Racing:
“TAG Heuer and Red Bull are two transcendent brands which have both a passion for racing and a drive to do things differently, and this unique collaboration is further evidence of that. TAG Heuer has been an iconic brand in the world of Formula One for many years and we’re delighted that they’ve chosen to continue their association with the sport by teaming up with us. Our shared values of innovation and a desire to stand out from the crowd make this one of the most exciting partnerships in F1.”
It is an interesting deal that will bring a lot of visibility to TAG, probably the main reason why they ended their longtime partnership with McLaren
This agreement will begin on January 1st, 2016, and the first Grand Prix of the season will take place in Melbourne, Australia, on the 20th of March.