Dubai Autodrome is proud to announce TAG Heuer as a leading partner, together they will strive to promote and develop motorsport in the UAE through a variety of initiatives while forging a natural collaboration between two organisations which are passionate about motor racing.
TAG Heuer, founded 1860 by Edouard Heuer, is one of the largest and most desired brands in the luxury watch industry which has been synonymous with motor racing throughout the advent of the sport which began in earnest back in the early 1900s.
Since then the company has developed a rich heritage at the highest level in all sports, but particularly in motorsport and Formula 1 where the TAG Heuer is actively involved with Vodafone McLaren Mercedes team and its World Champions Lewis Hamilton and Jenson Button, Audi Sport in the Le Mans 24 Hours and the Automobile Club de Monaco with the prestigious Monaco Grand Prix.
Historically the company has an impressive legacy in sports that includes their involvement in the Olympic Games in the 1920s, their role as official timekeeper for Formula One in the 1990s, a long standing association with Ferrari in F1 through the sixties and seventies and the legendary Indy 500 race.
Luc Decroix, General Manager TAG Heuer Middle East, explained, “Since TAG Heuer was founded back in 1860, motorsport has been anchored in the company’s DNA. The company has always been passionate about cars and motorsport. Our clocks adorned the first car dashboards and we have since evolved into a brand which is synonymous with motorsport. Watches and performance sport cars have much in common as they are all about mechanics, engineering and complicated machines.”
“For TAG Heuer the partnership with Dubai Autodrome creates a natural synergy which allows us to be involved in the growth of motor racing in the UAE and we will be using it as a vehicle not only to promote our brand, but importantly to promote the local motor racing scene at the same time,” explained Decroix of the new partnership with Dubai Autodrome.
Dubai Autodrome General Executive Hamish Brown commented, “Tag Heuer has an impressive and famous legacy in motorsport and for them to come on board as a leading partner is fantastic for Dubai Autodrome. It allows TAG Heuer to be involved in our events, providing a platform for our organisations to explore and develop initiatives which can impact positively on the local motorsport scene.”
Immediate plans include the branding a specific areas of Dubai Autodrome and Kartdrome with distinctive TAG Heuer advertising, while providing TAG Heuer product prizes for UAE national racing competitors in the form of watches and the company’s exclusive eyewear.
One of the key elements of the partnership between Dubai Autodrome and TAG Heuer will be to initiate and develop projects with the goal to promote motorsport at a national level.
In the Middle East TAG Heuer has UAE rallying legend, ATCUAE president and FIA vice president Mohammed Ben Sulayem as one of its brand ambassadors, which also include an array of superstars of the silver screen and the sporting world