During the Geneva Motor Show, Jean-Christophe Babin, TAG Heuer’s President & CEO, and Ron Dennis, Executive Chairman of the McLaren Group, announced a new exclusive partnership agreement.

TAG Heuer will continue to supply the official timepiece for the Vodafone McLaren Mercedes Formula 1 team and the partnership will be extended to include McLaren Automotive, the manufacturer of world leading high performance sports cars including the 12C and McLaren P1™.

TAG Heuer and McLaren engineers already have a strong technical partnership, working together on timepieces and on-board timekeeping systems, highlighting the connections between watchmaking and racing car production.

The partnership announced today will extend the relationship, as with an eye to the future TAG Heuer will support McLaren’s ’’Young Driver Development Programme’’, a scheme to identify and support the most talented young drivers. For many years TAG Heuer has successfully supported the rise of great F1 champions, and working closely with McLaren this is set to continue.

As part of this new partnership Sergio Perez - the talented Mexican driver – will be an ambassador for the Swiss brand, together with the Formula 1 World Champion Jenson Button.

In order to seal their partnership and celebrate McLaren’s 50^th anniversary, as well as the 50^th anniversary of the Carrera timepiece, the TAG Heuer logo now be visible on the rear spoiler of McLaren cars, as well as on the drivers’ suits and team apparel.

“At TAG Heuer, we believe in lasting relationships that are built over time. This new agreement extending a partnership that has already lasted 28 years is proof of that. A long adventure, with many successes along the way: 140 victories, 134 pole positions, 373 podiums, 6 car-maker titles, and above all 9 world champions – from Prost to Senna and from Hakkinen to Hamilton – who have proudly worn our colours and chronographs on tracks all over the world. Today we also celebrate common values - performance, precision, prestige and innovation – that have guided us since 1985 and that will continue to unite us” declared Jean-Christophe Babin.

Speaking in Geneva Ron Dennis said “I am delighted to be able to extend and broaden our longstanding relationship with TAG Heuer. We have shared a successful partnership lasting 28 years, during which time we have achieved world beating success on the track. Excitingly, our relationship will now extend to the road. McLaren Automotive has designed some of the world’s most exciting cars and we share with TAG Heuer an ethos of inspirational design, exemplary quality, high performance and attention to detail – making us natural partners. We are about to enter an exciting new phase in our relationship.”

The first watchmaking brand to use drivers as ambassadors in the nineteen-sixties, the number one watch brand, and in particular the first non-technical sponsor committed to a team from the nineteen-seventies, TAG Heuer remains the benchmark brand in motor-racing sport. This renewed and extended agreement between TAG Heuer and McLaren is the natural continuation of this unique story.

The McLaren Group is an organisation with one goal: to win. It is perhaps best known for its successful and iconic Vodafone McLaren Mercedes Formula 1 cars, but it is more than just a racing team. Guided by the vision of executive chairman Ron Dennis, one of the UK’s most dynamic entrepreneurs, the McLaren Group encompasses an exciting range of ultra-high-technology businesses including McLaren Applied Technologies, McLaren Electronic Systems, Absolute Taste and McLaren Marketing.


McLaren Automotive is a British manufacturer of luxury, high-performance sports cars, located at the McLaren Technology Centre (MTC) in Woking, Surrey.

Following the company’s global launch in 2010, McLaren Automotive launched the groundbreaking 12C and 12C Spider and, in keeping with its plan to introduce a new model each year, recently unveiled the McLaren P1™ at the Geneva Motor Show. The brand continues to expand, operating through a dedicated global network of retailers in every major automotive market.