David M. Benett
It’s all on over in Monaco, as the Monaco Grand Prix gears up. TAG Heuer, a major sponsor whose logo has been seen for decades at the event, hosted an on-board party on Saturday, with brand ambassadors Cara Delevingne and Fernando Alonso.
TAG Heuer, an official partner of the Automobile Club of Monaco, which originated the Grand Prix in the principality, hosted its party on board the SeaDream, moored in the harbour. Jean-Claude Biver, LVMH’s watch division boss and TAG Heuer’s CEO, held court, with Delevingne, Alonso, and the McLaren–Honda team, with which the watch brand has partnered for 30 years.
Other guests at the event were Poppy Delevingne, James Cook, Ron Dennis, and Natalie Pinkham.
TAG Heuer is promoting its McLaren Formula 1 watch to commemorate its three-decade-long partnership with the racing team; the Ayrton Senna Chrono special edition with the Legend steel bracelet, named for the late racing driver; the Cara Delevingne special edition; the Carrera Heuer-01 manufacture chronograph; and the Aquaracer 300M.
TAG Heuer was the first watch-making brand to sponsor a professional driver, Jo Siffert, and it was worn by Steve McQueen on the poster of his film, Le Mans. Niki Lauda, Jody Scheckter, Alain Prost, Ayrton Senna, Mika Häkkinen, David Coulthard, Kimi Räikkönen, Fernando Alonso and Lewis Hamilton have all worn TAG Heuer over the years and have taken the chequered flag at the Monaco Grand Prix. Its current campaign sees the hashtag #Dontcrackunderpressure, as part of its internal and external branding efforts.
David M. Benett