In the last year there have been a number of high-profile partnerships within the two sectors, including the likes of Roger Dubuis teaming up with Italian supercarmaker Lamborghini and Richard Mille partnering with McLaren.
The latest is Tag Heuer who have formally announced their partnership with Aston Martin at the 2018 Geneva Motor Show, with the confirmation of two special edition watches: the TAG Heuer Carrera Calibre Heuer 01 chronograph and the TAG Heuer Formula 1 chronograph.
Aston Martin’s design team worked together with the Swiss watchmaker to develop the first of the special edition chronographs. Both timepieces are inspired by the colours, shapes, patterns and materials characteristic of Aston Martin’s sports cars.
The TAG Heuer Carrera Calibre Heuer 01 chronograph has a skeletonized dial in hexagonal patter revealing the famous manufacture movement. Inspired by Aston’s sports cars, the 45mm solid steel case features a unique design with lines on the side that evoke speed, the race track and piston.
The TAG Heuer Formula 1 chronograph, on the other hand, draws inspiration from Aston Martin Racing. It features a notched steel bezel and an aluminum ring with a tachymeter scale. The case is made entirely out of steel measures 43mm and the indexes, seconds hand and carmaker’s famous winged logo are all in Aston Martin Racing’s specific shade of lime.
The collaboration between the two brands is, in many ways, a natural progression as Tag Heuer have been a sponsor of the Red Bull F1 racing team which closely works with the British marque.
With this latest development, the partnership will now see Tag Heuer become Aston Martin’s Official Watch Partner and Official Connected Watch Partner of Aston Martin and Aston Martin Racing.
Both the watches will be officially launched at the upcoming BaselWorld 2018, where pricing and availability will also be announced.