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World-renowned British car manufacturer and Swiss watchmaker sign dream deal and showcase new Vantage GTE race car
Luxury British car manufacturer Aston Martin and revered Swiss watchmaker Tag Heuer announced their highly-anticipated partnership at the 2018 Geneva Motor Show last month.
Known for its distinctively svelte chassis, famously featured in James Bond movies as the titular hero’s vehicle of choice, the Aston brand has found a natural bedfellow in TAG, according to Andy Palmer, President and CEO of Aston Martin.
“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,” Palmer said in a statement at the announcement.
Both partners have extensive roots and experience in motorsport, reaching back through the decades to share an affiliation with the Aston Martin Red Bull Racing F1 team.
“Aston Martin has the same genetic make-up as TAG Heuer: luxury, quality, beautiful products, innovation, history, emotion and performance”
Off the track, both brands share an innovative approach to their product design and seek to push the imaginative boundaries to produce unique products that their customer base relies on.
In the world of endurance sports car racing, TAG Heuer branding will appear on the brand new Aston Martin Vantage GTE race cars when the FIA World Endurance Championship gets underway at Spa-Francorchamps in May.
“Aston Martin has the same genetic make-up as TAG Heuer: luxury, quality, beautiful products, innovation, history, emotion and performance,” Jean-Claude Biver, CEO of TAG Heuer, said.
“We are delighted to be able to work with such a prestigious brand that shares our passion for cars. This collaboration will bring forth a wealth of amazing synergies that will strengthen TAG Heuer’s position as an avant-garde luxury watch brand with a leading position in the automotive sector,” he said.
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