World-renowned British car manufacturer and Swiss watchmaker sign dream deal and reveal first collaborative models of new era.
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.
TAG’s first Martin-inspired timepieces were unveiled not long after the partnership was announced at the Geneva Motor Show. Both are chronographs and draw their inspiration from the distinguished sporty aesthetic of the British car brand.
The automatic TAG Heuer Carrera Heuer 01 evokes the persona of Britain’s most famous big screen spy, with the sapphire window on the caseback, partially skeletonized Caliber 1887 and black ceramic tachymeter bezel resembling the sleek lines racing of the Vantage – Bond’s favoured model from the marque’s historic range of automotives.
And the quartz-powered 43mm stainless steel TAG Heuer F1 chronograph, is what TAG describes as the “ultimate motor racing model.”
“Aston Martin has the same genetic make-up as TAG Heuer: luxury, quality, beautiful products, innovation, history, emotion and performance,”
The Aston Martin lettering, notched steel bezel and luminous lime green accents on the dial and stitching on the strap create a bright contrast against the black background, and evokes
“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.
Deal between two giants of their fields will see the development of new activities and new editions, including the Monaco Gulf.