TAG Heuer positioned itself firmly behind the wheel yesterday with the launch of a major exhibition at the Geneva motorshow and a new timing partnership that will give the brand a strong presence at the FIA World Touring Car Championship.
TAG Heuer becomes the official timing partner of the FIA WTCC in a year when the championship introduces Manufacturers Against the Clock, a time trial contest inspired by professional cycling but a first for professional motorsport.
Brand chief executive officer Jean-Claude Biver also took to the stage of the Geneva International MotorShow yesterday with brand founder and honorary chairman Jack Heuer and racing actor Patrick Dempsey.
There they launched a 1,000 sq m exhibition at the Swiss motor show for second year running, the highlights of which are five vehicles including the new Formula 1 car to be used by the F1 Red Bull Racing TAG Heuer team in this year’s F1 calendar.
The other cars include:
The Porsche Dempsey Racing 911 RSR 2015, the car in which Patrick Dempsey finished 2nd at the 2015 24 Hours of Le Mans in the LM GTEAm category, and won at Suzuka.
The March 701 Jo Siffert, the car offered to Jo Siffert by Porsche for the 1970 season (which did not include an F1 programme) to stop him joining Ferrari.
The Formula E 2016, a single seater from the FIA electric championship with a Dallara chassis, Spark bodywork and a McLaren engine that develops 225 bhp under racing conditions.
The Abarth 595 “Competizione by TAG Heuer”, developed with Garage Italia Customs, run by Lapo Elkann and limited to just 30 vehicles, this is the most powerful 4-seater in the Abarth range. Its 1.4 T-jet engine has been ramped up to 180hp.
The stand also featured five racing simulators, a miniature circuit with electric cars, a bar open to the public, two VIP lounges, a large screen and a container with the new “Samsung Gear VR” presenting the history of the legendary Carrera. TAG Heuer also hosted a pop-up boutique offering the brand’s full offering for sale.