Watch firm shows popularity of timepieces with F1 deal

First published: 08-12-2009

The popularity of watches has again been demonstrated by the decision of a leading high-end manufacturer to extend its sponsorship of a Formula One team.

TAG Heuer, the Swiss timepiece creator which has sponsored the racing team since 1986, has decided to extend its partnership to create one of the longest-standing bonds in motor sport history.

Martin Whitmarsh, the McLaren team boss, said both companies share a passion for precision engineering and both measure prosperity by the stopwatch, making the newest signature "entirely natural".

He added that the deal "not only says a lot about the very close relationship that exists between TAG Heuer and Vodafone McLaren Mercedes, but it also speaks volumes about the appeal, strength and sustainability offered to all partners by Formula One".

TAG Heuer is not the only timepiece company to sponsor a Formula One team; in October, a deal was struck between another organisation and Renault to ensure that TW Steel watches would be advertised from the coming season.

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