More than 40 years after Steve McQueen starred in the race classic Le Mans with a Heuer Monaco chronograph on his wrist, TAG Heuer has signed a long-term partnership with actor/race driver Patrick Dempsey to ensure “the asphalt once again belongs to TAG Heuer and Hollywood”.
This weekend the Swiss brand entered “the world’s most prestigious endurance race” in support of Dempsey Racing that, in partnership with Proton Competition, competed in 24-hour endurance race with drivers Dempsey, Joe Foster and Patrick Long.
According to TAG, a long and fruitful partnership is now underway which will see the watchmaker promote the team’s achievements in its new advertising campaign while Dempsey will ensure TAG’s iconic shield is visible on the car and the drivers’ racing suits in every race.
“We are writing an exciting new page in our history − not only in endurance races but also in watchmaking,” said TAG CEO Stéphane Linder. “On the one hand, we have an actor who, like Steve McQueen before him, is not afraid to take risks; and, on the other, a brand that never ceases to amaze, surprise and excite.”
Dempsey said the new partnership opens up “great new perspectives” for him.
“It’s exciting but does come with a bit pressure to succeed. Becoming part of TAG Heuer’s living legacy that goes back to Jo Siffert, Ayrton Senna and Alain Prost makes me humble.
“I will have to give my best and, as the famous TAG Heuer slogan goes, never crack under pressure.”
Linder stressed that although the signing of Dempsey once again puts TAG at the very heart of motor racing history, “it is asphalt that TAG Heuer never really quit”.
“Many champions have worn the brand’s colours all the way to the top very few have done so with true Hollywood panache. Dempsey Racing and TAG Heuer represent an exciting new expression of sporting passion and glamour.”