A new partnership between TAG Heuer and Audi Sport

By MyWatch
TAG Heuer presence in Endurance races started in 1970 when Hollywood actor Steve McQueen was bearing Heuer colors in the movie ‘Le Mans’. In 1971, Heuer has been hired by Ferrari to become Official Timekeeper of the Scuderia, including the Italian team participation to Le Mans race. TAG Heuer logo appeared back in the endurance races’ paddocks in 2007 and is supporting Audi Sport for the last two years when the team had great double in Le Mans in 2010 and 2011. For the new season, with Endurance races gathered into an FIA World Championship, TAG Heuer is proud to continue supporting the German car manufacturer in these incredible races! Audi Sport drivers and team management will wear TAG Heuer watches and sunglasses and will bear TAG Heuer logo on their overall and caps. The four cars entered by Audi Sport in Le Mans will also display the Swiss watchmaker logo. The season well started in Sebring in March with Audi Sport finishing 1st and 2nd! FIA World Endurance Championship will now continue in Spa-Francorchamps in May, Le Mans in June, Silverstone in August, Sao Paulo then Bahrain in September, then Fuji & Shanghai in October.
“Supporting Audi Sport confirms that motor racing is part of TAG Heuer DNA. We shared the same values of prestige, performance, precision and avant-garde. We are very excited about the decision of Audi Sport to enter 4 cars in Le Mans and especially 2 hybrid cars, the Audi R-18 e-tron quattro. This is a step further for us, after our Odyssey of Pioneers in 2010, the 1st round-the-world tour with a 100% electric GT car”, says Jean-Christophe Babin, President & CEO of TAG Heuer.
Already being official watch and official eyewear of Audi Sport for its Endurance program, TAG Heuer now becomes Official watch partner of Audi Sport in DTM, the German Touring Cars championship. This extended partnership will make TAG Heuer visible on the Audi A5-DTM cars of German driver Mike Rockenfeller and Swedish driver Mattias Ekström. The two drivers, fighting for DTM title, will also bear TAG Heuer logo on their overall, for the 10 races of the season starting on April the 29th in Hockenheim.
“With this new partnership, we are supporting the racing activities of Audi Sport, placing us as a Global Partner of the German car manufacturer. We wish to live once again an exciting season with Audi Sport in 2012, with hopefully DTM and FIA World Endurance Champion titles!” concludes Jean-Christophe Babin.
  • The Audi A5-DTM of the Swedish driver Mattias Ekström.
  • The hybrid car Audi R-18 e-tron quattro will be in Le Mans in June.