On the other side of the price segment, another brand that has made waves in Formula One this year is TAG Heuer. Granted, the Swiss watchmaker has had a long and storied past in the high-octane sport but this year sees it take on more of a challenge that ties seamlessly back to its avantgarde roots.
Not only did TAG Heuer sign on as the Official Timekeeper and Official Watch Partner of the Red Bull Racing Team before the start of this season, it will also take up naming rights of the engine that powers the cars.
This unprecedented move in the world of watchmaking ties the two brands together in a partnership that encompasses style and philosophy. The new car has been christened the Red Bull Racing-TAG Heuer RB12, making the partnership a little different from the norm.
TAG Heuer’s new marketing campaign “Don’t Crack Under Pressure” has been quite successful. Partnering with Red Bull Racing, a team that’s known for pushing boundaries, TAG Heuer has found its counterpoint and one that’s certain to last for a while. It’s also a clever move for TAG Heuer as it leverages on the origins of the brand.
As you may know, the watchmaker was formerly known as Heuer before being acquired by Techniques d’Avant
Garde, a manufacturer of high-tech items such as ceramic turbochargers for Formula One cars in 1985.
Even before the acquisition, Heuer already had a strong presence in Formula One, producing several timing devices for the races back in the 1950s. Through the years, it has backed several other constructors at times, most notably McLaren-Honda till last year.
Under marketing extraordinaire Jean-Claude Biver, TAG Heuer’s partnerships have multiplied tenfold over the past two years and while it may seem diverse and rather eclectic, history has proven that Biver knows where to sign off.
In partnering Red Bull Racing, the Formula One tracks are just the first step in what we imagine will mean bigger things for TAG. After all, Red Bull is perhaps the biggest representative of youth culture and extreme sports, and it’s a market segment that TAG Heuer is targeting. From surfing to e-sports, the opportunities for the watch brand are looking good. It’s a practical approach too, given the slowing down of the mid-tier luxury brands and growth of affordable timepieces that we’re bound to see over the next five years.
One of TAG Heuer’s strongest lines is the aptly named Formula One collection. It’s important to note that this range has always been strategically placed at a relatively accessible price point.