IndyCar extends multi-year partnership with renowned Swiss luxury watchmaker to honor champions

TAG Heuer has signed a multi-year contract extension with INDYCAR and Indianapolis Motor Speedway. The premium luxury watch brand has remained in partnership with INDYCAR for over a decade.

The collaboration between TAG Heuer and INDYCAR began in 2014 and with the Indianapolis 500 and Indianapolis Motor Speedway (IMS) in 2004. This renewed agreement means that TAG Heuer will continue as the Official Watch and Timekeeper of the series and its marquee event, the Indy 500 presented by Gainbridge.

The partnership cements TAG Heuer’s role as a presenting sponsor of the Hulman Terrace Club hospitality suites at IMS. The latter is an exclusive venue for fans at the Racing Capital of the World. Over two decades, TAG Heuer has maintained its legacy of timekeeping with motorsports, releasing 17 special-edition watches inspired by the Indy 500.

These timepieces often feature iconic motifs like the Speedway’s Wings and Wheel logo and the Brickyard pattern. Meanwhile, the luxury brand will continue its tradition of gifting a special-edition watch to the Indianapolis 500’s winning driver and chief mechanic, as well as the NTT INDYCAR SERIES champion. For fans, TAG Heuer’s exclusive Indy 500 watches are available for purchase.

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Penske Entertainment CEO reacts to partnership extension with TAG Heuer

Penske Entertainment CEO Mark Miles expressed his enthusiasm for the extended partnership. He said (via IndyCar):

"With more than 20 years of history at IMS, TAG Heuer is a brand deeply rooted in motorsports and the traditions and values of INDYCAR and the Indy 500. TAG Heuer is an ideal match for the precision and high performance on display at every INDYCAR event, most especially ‘The Greatest Spectacle in Racing."

Meanwhile, TAG Heuer CEO Antoine Pin echoed this sentiment, highlighting the synergy between the watchmaker and the racing world. He said:

"TAG Heuer is a brand synonymous with racing, and there is no better proving ground to demonstrate our passion and strong heritage in motorsport than at IMS during the Indy 500 with INDYCAR."

TAG Heuer has maintained its presence in motorsports for decades. The luxury watchmaker has sponsored racing legends like Ayrton Senna and Niki Lauda. TAG Heuer has also sponsored major racing events like Le Mans and Monaco Grand Prix.