TAG Heuer and McLaren

MCLAREN INTERNATIONAL and TAG Heuer have announced an extension to their sponsorship deal which has already been going on for 15 years. TAG Heuer has also picked David Coulthard to help the company's latest advertising campaign "What are you made of?" to sell the Kirium Formula 1 watch, the company's top of the range model.

The campaign will run in over 100 countries for the next eight months in publications and on posters.

The TAG relationship with McLaren goes back to 1985 when Mansour Ojjeh's TAG company acquired the Heuer watch firm and changed the name to TAG Heuer and decided to use sports to build up the brand. TAG Heuer has since been sold by TAG to the Louis Vuitton Moet Hennessy luxury goods group.

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