Anyone else find this partnership a bit odd? I'm wondering if it was forced by the motorsports involvement in F1?

I just think of Aston being such a bespoke automobile company vs. Tag Heuer as a more "entry level" luxury brand. I would have thought Aston would have sought a more "parallel" partner in the timepiece world.

I'm not dissing Tag here, I own one and they are wonderful functional sports watches. However, when I think about some of the other partnerships, it just doesn't seem to fit.

Any thoughts?

Also I thought there was a partnership with Richard Mille (perhaps more fitting), but never saw a watch come of that partnership. Not that I would have been able to afford that one....

 

I thought Aston Martin had a partnership with Jaeger Lecoultre?

 

Previously the were in partnership with Jaeger Lecoultre, which seemed to be a much better fit. At the Geneva Auto Show they announced their new partnership with Tag.

https://www.tagheuer.com/en-us/news/...ficial-partner

About a year ago, they had announced a partnership with Richard Mille, which never yielded any watches, as far as I know.

https://www.astonmartin.com/en/live/...-collaboration

 

The current engine is really a Reanult rebadged as Tag Huer. It's kind of unknown how much Aston's future F1 engine will be wrenched by Aston or one of the engine firms in the UK.

Aston does have watches by Jaegar. Not the best looking designs IMO, and pricey as expected.

 

The partnership is all about the F1 team.

I agree its not a great alignment between the brands. Personally I'm unlikely to buy a tag. The Jaegar collaboration was ok but not quite my thing. I think a team up with a brand like Bremont would be better, British and understated.

My favourite would be a team up with Panerai. Great history, simple beauty and classic lines. The issue there is I'm not sure how the design elements of the 2 brands could be combined.

 

What, no Tag? Didn't Daniel Craig promote Tags not too long ago? I'd love to see Vacheron make Aston watches. Very fancy and befitting of someone driving an Aston.

 

Omega would've been a better fit than Tag Heuer, IMO. And it is in keeping with the whole Bond theme. But it's all about F1.

 

That is the premise of the partnership. It is with AMR, not necessarily AM overall. Tag and Red Bull have had a partnership for a while and even one watch was issued related to AMR being involved almost 2 years ago: https://www.tagheuer.com/en-us/news/...ll-racing-team

 

Here is a Richard Miles and McLaren watch I just saw this morning... I would buy a new Aston Martin V12S instead but that is just me

https://www.autoevolution.com/news/m...00-124196.html

 

A company that makes $1k to $20k watches, seen by some as "not good enough". Sorry, just had to say it.

 

They may well have 20k watches, but very few are buying new TAG's on that half of their portfolio.

Tom Brady is a TAG brand ambassador, so maybe it does make sense for the partnership with Aston Martin as well?

 

What they need to do now is to include that proximity device in their watch so you could add your watch as a new fob and don't need to carry a fob with you. That would be awesome, specially that all the new cars don't need a key to start...

 

DB11 & new Vantage do not use a Crystal Key?

 

 

From what I saw, no crystal key but I might be wrong