As part of its 2011 “Mastering Speed” commemoration of its most famous source of inspiration — a century and a half of professional motorsports — TAG Heuer is now an official partner of the Monaco Grand Prix, the world’s most glamorous race organized by Automobile Club of Monaco (ACM).
The historical agreement was formally signed on May 27th, 2011 on the legendary starting grid of the Grand Prix by Jean-Christophe Babin, President and CEO of TAG Heuer, and Michel Boéri, President of the Automobile Club of Monaco.
As the Official Watch and Eyewear of the Monaco Grand Prix, TAG Heuer will have a visible presence throughout this year’s race, with TAG Heuer flags prominently displayed on bridges and trackside and a special starting-grid event showcasing the famous Formula One “grid girls”. At the start of the race, the 24 stunning women will hold up boards bearing the racecar drivers’ names while wearing Formula 1 Lady Steel and Ceramic watches, TAG Heuer Avant-Garde eyewear and specially designed TAG Heuer mini-dresses inspired by Steve McQueen’s racing suit in the movie Le Mans.
“Partnering with the Automobile Club of Monaco for the Grand Prix in this important year is a great honour,” said Jean-Christophe Babin, CEO of TAG Heuer. “We look forward to working side by side with the ACM in their pits and paddocks, and to promoting their prestigious race throughout the TAG Heuer world.”
“Mastering Speed is critical at Monaco,” said Michel Boéri, President of the ACM. “It’s even a symbol of our race, which has only one trajectory, straight between the track barriers. The best drivers are those able to ‘’feel’’ their cars around the track, racing at the limit in pursuit of the perfect lap. This same drive motivates TAG Heuer, making them the obvious choice as our official partner. We welcome this opportunity to share in their celebrations of 150 years of motor racing, and to continue to grow together long term.’’
“TAG Heuer has now established itself as the key watch brand of the most important tracks and events in motorsports,” said Jean-Christophe Babin. “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.”
TAG Heuer will actively promote the Monaco Grand Prix partnership with a dedicated advertising campaign spearheaded by an exciting new television commercial featuring Lewis Hamilton and Jenson Button, which will be broadcast in several countries during the race.
For the Grand Prix, TAG Heuer proudly supports the Vodafone McLaren Mercedes team and its World Champions, TAG Heuer ambassadors Jenson Button and Lewis Hamilton. As Jenson did it in 2009 and Lewis in 2008, winning at Monaco is a great achievement and a memory for life. TAG Heuer wishes them all the best for the 2011 Monaco Grand Prix.