TAG Heuer began a long-term partnership with American actor and race car driver Patrick Dempsey during the 24 Hours of Le Mans.
Dempsey is a top-tier international sports car racing driver and team owner of Dempsey Racing. He has also enjoyed a successful acting career and is best known for his lead role in medical drama 'Grey's Anatomy'. "More than 40 years after Steve McQueen starred in the race classic 'Le Mans' with a Monaco chronograph on his wrist, the asphalt once again belongs to TAG Heuer and Hollywood," the brand said.
TAG Heuer will promote the Dempsey Racing team in its new advertising campaign and the TAG Heuer logo will appear on the team's racing suits and cars.
"This new partnership opens up great new perspectives for me," Dempsey said. "It’s exciting but does comes with a bit pressure to succeed. Becoming part of TAG Heuer’s living legacy that goes back to Jo Siffert, Ayrton Senna and Alain Prost makes me humble. I will have to give my best and, as the famous TAG Heuer slogan goes, never crack under pressure."
Stéphane Linder, TAG Heuer CEO added: "We are writing an exciting new page in our history. Not only in endurance races but also in watchmaking. On the one hand, we have an actor who, like Steve McQueen before him, is not afraid to take risks; and, on the other, a brand that never ceases to amaze, surprise and excite."