Alain Prost rejoins TAG for motorsport celebration

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French driver to join Button & Lewis for 150 Years of Mastering Speed.

French motoring legend Alain Prost has rejoined TAG Heuer’s brand ambassador list as the watch brand plans to celebrate 150 years of commitment to motor racing in 2011.

Prost will join racing superstars Jenson Button and Lewis Hamilton to promote the watch brand in the world of motorsports. Prost said: “I’ve been a friend of TAG Heuer since my earliest days in F1 and we have worked very closely when I drove for McLaren. It’s a privilege and an honor to be back by being associated with Lewis and Jenson to commemorate their 150 year-long contribution to motorsports.’’

The French driver was wearing TAG Heuer colours and chronographs when he won three of his four FIA Formula One World championships for McLaren in the late 1980s. The second most prolific winner in F1 history, Prost took a total of 51 victories, 33 pole positions, 41 best laps and 106 podiums in 199 races between 1980 and 1993, with his smooth, relaxed driving style earning him the nickname Professor.

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TAG Heuer president and chief executive Jean-Christophe Babin said: “Alain represents one of our longest-standing relationships in motor racing. We backed him during one of the truly golden period of Formula One, when he was battling it out with Ayrton Senna, another prestigious F1 brand ambassador. Later, we supported him in the Andros Ice Race as we will do again in 2011. Now he’s back to help Lewis, Jenson and the whole TAG Heuer motorsports partners to celebrate our 150 years of Mastering Speed.”

The watch brand’s association to Grand Prix racing goes back to 1950s legend Juan Manuel Fangio, a five-time world champion. In 1969, Jo Siffert was the first racing ambassador while in 1971 TAG Heuer was the first non-technical sponsor to partner with a Formula One team when it liked with Scuderia Ferrari.

In 2011 the brand will celebrate 150 Years of Mastering Speed by reinforcing its 27-year partnership with Vodafone McLaren Mercedes in F1, its relationship with Audi Sport for Endurance races and its partnerships with Audi, McLaren GT and Tesla Electric Roadster at Le Mans 24 Hours and the Indy 500. During the year Prost, Hamilton, Button, Audi drivers and up-and-coming drivers from different racing categories will participate in a series of commemorative events, promoting watches, chronographs and timing equipments inspired by motorsports.

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