TAG Heuer and Oracle Red Bull Racing strengthen their partnership

TAG Heuer renews its dynamic partnership with the Oracle Red Bull Racing team, bringing together luxury and Formula 1 racing in a fusion of precision, style and sporting excellence.
November 17, 2023
TAG Heuer and Oracle Red Bull Racing strengthen their partnership
From left: Christian Horner, Frédéric Arnault and Max Verstappen at the TAG Heuer Rome opening gala dinner. ©Photo: TAG Heuer

Luxury meets speed in a dynamic fusion as TAG Heuer renews its partnership with Oracle Red Bull Racing. This alliance, initially established in 2016, marks a significant step in the luxury watchmaking group’s ongoing commitment to Formula 1. While the duration of this renewed contract remains undisclosed, the impact on the world of fashion and sport is unmistakable.

Christian Horner, Team Principal and CEO of Oracle Red Bull Racing, said: “We are very proud to extend our partnership with TAG Heuer, one of the most credible and iconic brands in the world of Formula 1. Our collaboration with TAG Heuer has been a source of inspiration and innovation in the paddock and I have no doubt that together we will continue to wow audiences around the globe with amazing joint activations and products.”

TAG Heuer, a subsidiary of the prestigious LVMH Moët Hennessy Louis Vuitton group, has been a major player in Formula 1 for over fifty years. This involvement predates the widespread trend of fashion and luxury brands getting involved in sports marketing. The brand’s deep-rooted connection to racing is not only part of its identity, but a core element of its DNA.

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Max Verstappen recently took the lead at the Qatar Grand Prix on November 5th, while Sergio Pérez secured a commendable fourth place at the U.S. Grand Prix on October 22nd, both standing out as pivotal drivers. Proudly wearing the TAG Heuer Monaco, a model that is experiencing significant growth and popularity, both drivers embody the brand’s values of precision and excellence.

In 2023, TAG Heuer maintained a selective presence at racing events, focusing on quality rather than quantity. Frédéric Arnault, CEO of TAG Heuer, emphasized the importance of selecting events that perfectly fit the brand’s narrative. This tailored approach allows for intimate experiences with key customers, offering them a unique view of the race from the Red Bull garage.

TAG Heuer is one of the most recognized and respected brands in all of Formula 1. Over the last five decades we have been involved with 14 Drivers’ World Championship crowns and 11 Constructors’ World Championship titles, so we are honored to continue a partnership with the most dominant and inspiring force in the paddock, Oracle Red Bull Racing. This extension, the longest we have ever done, celebrates the incredible journey we have been sharing together, rooted in our joint passion for excellence and the constant pursuit of pushing the limits. We look forward to supporting Max Verstappen and Sergio Pérez as they continue to rewrite the history books and creating new time pieces for the global fan base of Oracle Red Bull Racing,” Arnault shared his excitement.

Arnault’s vision extends beyond Formula 1, as the brand has also developed strong relationships in other sports, including tennis and golf, with iconic athletes such as Naomi Osaka. This diverse sports portfolio underlines TAG Heuer’s commitment to being at the forefront of sports marketing in the luxury sector.

Looking ahead to 2024, TAG Heuer plans to expand its presence in the United States, with significant plans for the Miami Grand Prix. This expansion includes the relocation of its flagship stores to the Miami Design District and Aventura Mall. These moves are strategic, reflecting the brand’s strong performance and the critical role it plays in the U.S. market as part of its global marketing strategy.

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