Timelessly elegant and glamorous, TAG Heuer and the Monaco Grand Prix are two partners that only enhance each other by being together. As a partner of the event which is organized by the Automobile Club of Monaco (ACM) the role of the watchmaker is unparalleled, especially since the Tag Heuer is also the official partner of Monaco’s most winning team the “Vodafone McLaren Mercedes” with 15 victories under their belt. Not to mention that TAG Heuer ambassadors who have crossed the checkered flag first at Monaco include Alain Prost, Mika Häkkinen, Fernando Alonso, Jenson Button and Lewis Hamilton amongst others, which also wore another legend on their wrist, of course a Tag Heuer.
The Monaco Grand Prix is a is widely considered to be one of the most important and prestigious automobile races in the world, alongside the Indianapolis 500 and the 24 Hours of Le Mans. The Monaco Grand Prix is really the height of sporting glamor offered by the chic and prestigious location. The 78-lap circuit through the narrow streets, past expensive houses and villas, casinos and yachts and not to mention the word’s rich and famous. The race is a hard test for Formula One racers that have to make 4,000 gear shifts along the 3.3km street circuit with many elevation changes, dangerous turns and corners and even a tunnel, in which the fastest speeds are of the race are achieved before exiting and braking before making the tight-left right on the infamous “Portier Chicane”.
TAG Heuer will promote the Monaco Grand Prix partnership with an advertising campaign featuring exciting new television commercial featuring Lewis Hamilton and Jenson Button, which will be broadcast in several countries during the race. Jean-Christophe Babin, President and CEO of TAG Heuer declares that “TAG Heuer has now established itself as the key watch brand of the most important tracks and events in motorsports, Through our partnerships with the ACM at Monaco Grand Prix, Vodafone McLaren Mercedes in F1, Audi Sport for Le Mans and Endurance races, and our longstanding role as Official Watch of the mythical Indy 500, TAG Heuer is precisely where it wants to be in the 3 most iconic races — in pole position.”
Amongst the watches offered are the “Monaco Calibre 12 Chronograph” which is also a limited edition of 1,200 pieces honoring the partnership between TAG Heuer and the ACM. The Monaco Calibre has has silver sub-counters with orange second hands, scratch-brushed finishing and black alligator strap with orange stitching. The chronograph has a TAG Heuer logo at 12 o’clock and a crest for the ACM at 6. Another watch offered by TAG Heuer is the “Monaco Heuer Calibre 11 Chronograph” which was based on the watch that Steve McQueen chose for “Le Mans”. The Chronograph broke barriers being the first with a waterproof square case, the first automatic self-winding chronograph and is now a sought after collector’s piece. The Calibre 11 has a blue dial with vertical white stripes inspired by the stripes on McQueen’s suits as well as a blue perforated leather strap, red hands and the Heuer logo at 12 and famous crown at 9 o’clock.
It didn’t take a lot to convince the world that TAG Heuer is established in the racing world but with their continued effort to establish themselves through partnerships such as this as a well as having ambassadors that win race after race, the company is now the key watch brand in the most important tracks and events in motorsports.
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