TAG Heuer S.A. are a Swiss luxury watch manufacturer who are partnered with, and rebadge the Renault engines of Red Bull Racing. The company, then known as Uhrenmanufaktur Heuer AG was formed in 1860 by Eduoard Heuer in Saint-Imier in Switzerland. In 1985, Techniques d'Avant Garde, better known as TAG, a Luxembourg-based holding company that helped provide Porsche engines to McLaren (and retains a large shareholding in McLaren Group), purchased a majority stake in the company and renamed the watchmaker to TAG Heuer. Then in 1999, French luxury goods conglomerate LVMH bought a near 100% in the company for $740 million.
Red Bull relationshipEdit
In 2016, Red Bull signed a deal with TAG Heuer to become the Official Timekeeper, Official Watch and Team Performance Partner of Red Bull. Crucially, this deal included the rebadging of the Renault engine as a TAG Heuer engine. This partnership did not extend down to Toro Rosso.
The following F1 drivers have been sponsored by TAG Heuer (this is likely an incomplete list):