It’s a match made in luxury heaven. More to the point, premier automaker Aston Martin has just announced that Swiss brand TAG Heuer will become its official watch partner. Not only does that mean TAG Heuer will be splashing its name across the hood of Aston Martin’s brand new GTE race cars during the FIA World Endurance Championship, but furthermore that we can expect the release of some seriously collectible watches somewhere down the line.
The official pairing of these two brands is years in the making. For starters, both Aston Martin and TAG Heuer are sponsors of the Red Bull Racing team. Additionally, the two brands have copious amounts of experience in motorsports and horology alike. TAG Heuer in particular has been sponsoring race car drivers and teams for decades. Aston Martin, meanwhile, is no stranger to the occasional limited edition timepiece. That’s not to mention how both popular brands share similar core values like luxury, quality, durability and meticulous attention to detail. For proof of the potential, look no further than the recent Aston Martin Red Bull Racing TAG Heuer RB14 race-car–which continues TAG Heuer’s nascent foray into F1 racing.
Regarding the partnership, Aston Martin President and Chief Executive Officer Dr. Andy Palmer said the following: “This is an exciting partnership for Aston Martin. Both brands have teams of brilliant designers and when two talented teams of designers collaborate like this, incredible things are created. Both of us understand the importance of beautiful bespoke craftsmanship and the importance of peak performance so we already have many common values. Of course, we also both love racing and testing our products to the limit in a competitive environment. I hope this new partnership brings us all a lot of success both on and off the track.”
As one might hope, TAG Heuer and Aston Martin will also produce a range of motorsport watches. Presumably offered in limited supply, each timepiece will be marketed and sold through the respective network of each luxury brand. We’ll be keeping our eyes peeled to say the least.