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TAG Heuer launches F1 watches

Indiantelevision.com Team

(19 March 2007 6:30 pm)

MUMBAI:TAG Heuer, the luxury sports watches and chronographs announced the start of the Formula 1 season at Melbourne. The brand also strengthened its long standing association with the F1 season as it showcased the TAG Heuer F1 watch at a media briefing on Saturday in Mumbai.

The TAG Heuer-McLaren partnership began in 1985 when TAG Heuer was signed on as the team's official timekeeper.

The brand also announced that F1 World champion Spaniard Fernando Alonso and McLaren- Mercedes Benz protégé Lewis Hamilton would be its brand ambassadors from the F1 circuit.

Brand ambassadors Shah Rukh Khan and Priyanka Chopra who has taken over from Sushmita Sen were also present. Speaking on the occasion, Moet Hennessy Louis Vuitton (LVMH) Group, said, "Formula 1 is an international sport with spectacular popularity. The sport is dependent on razor sharp skills and precise timing. Both attributes that TAG Heuer excels in…I am also delighted to have Priyanka Chopra as our new brand ambassador along with Lewis Hamilton and Fernando Alonso."

Thakran also spoke about the company's plans to launch relatively low end watches with the Shah Rukh signature by year end. "We had a very good response for the Shah Rukh Khan Signature line but the brand would like to reach out to more avid collectors who may not want to spend so much. The style, precision and core values of this brand would remain the same. "

The TAG Heuer brand ambassadors along with Thakran also presented the TAG Heuer Award for Excellence in sport to hockey player Dhanraj Pillay. Lyricist and writer Javed Akhtar and actor/social activist Shabana Azmi will be awarded the TAG Heuer Excellence in Cinema.

Speaking about the various pieces created for him by the brand, Bollywood super star Shah Rukh Khan mentioned films like Main Hoon Naa, Swades and Don. TAG has also created special pieces for his upcoming movies Chak De and Om Shanti Om.

TAG Heuer celebrates its 100th anniversary this year. The brand was launched in India in 2002. It is present in over 75 retail points across 18 cities, including 7 stand alone boutiques. The TAG Heuer range of watches start from 34,000/- and above.

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