Next Red-Bull F1 Engine to Be Named After Watch Manufacturing Company

It has been revealed that TAG Heuer, the watchmaker, will sign with the Red Bull Racing Formula 1 Team from 2016, thus becoming the official timekeeper, watch and team performance partner of RBR.
RBR-TAG Heuer 1 photo
Photo: TAG Heuer
The next engine that will power Red Bull cars starting next year will still be supplied by Renault, but in a shift away from conventional, it will carry the name of its newest partner. The new car's full name will be Red Bull Racing-TAG Heuer RB12.

RBR will also join forces with TAG Heuer to create a range of media content, mostly for social media and new events platforms. The watchmaker will also be present on Red Bull’s home tracks, such as the Spielberg circuit in Austria, also called Red Bull Ring, and at the F1 team’s headquarters in Milton Keynes, England.

This move is considered by some as one of the most surprising marketing strategies, mostly because TAG Heuer has been involved for many years with McLaren’s Formula 1 team, being one of its official sponsors. Ron Dennis himself was a shareholder in the company right after Heuer was bought by TAG.

As they have recently stated, this unorthodox approach is perfectly in line with the watch brand’s newest marketing campaign, with the motto #Don’tCrackUnderPressure being the guiding principle behind it.

The Red Bull Racing F1 Team won the FIA Formula One Constructors’ and Drivers’ World Championships in 2010, 2011, 2012, and 2013. The crown jewel that helped them win all these titles was Sebastian Vettel, the German driver who is now with Ferrari. RBR now has one of the youngest driver line-ups on the grid, including two products of the Red Bull Junior driver programme, Daniil Kvyat and Daniel Ricciardo.

This agreement between TAG Heuer and Red Bull Racing will begin on January 1, 2016, and the first date for the diary is the first 2016 Grand Prix, hosted by Australia in Melbourne on March 20.
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