We spoke to the Swiss brand's chief marketing officer, George Ciz, and heritage director, Nicholas Biebuyck, about the move
The article from Esquire UK discusses TAG Heuer's significant $1 billion deal with Formula 1, highlighting the brand's deep-rooted connection with motorsport. It explores how this partnership, which began in 2016, has evolved, with TAG Heuer becoming the Official Timekeeper, Official Watch, and Official Smartwatch of Formula 1. The deal not only underscores TAG Heuer's commitment to innovation and precision in watchmaking but also aims to enhance the brand's visibility and engagement with a younger, tech-savvy audience through digital and social media platforms. The article delves into the strategic importance of this alliance for both Formula 1, which seeks to modernize its image, and TAG Heuer, which leverages the sport's global appeal to reinforce its position in the luxury watch market. Additionally, it touches on the historical significance of TAG Heuer in motorsport, mentioning past associations with teams like McLaren and drivers like Ayrton Senna, illustrating how this partnership is a natural extension of the brand's heritage.
Sports & Competition
Sports and Competition
Sports and Competition
Mon, January 13, 2025 
