Cool Personalities and Their Favorite Cars Join TAG Heuer Project

Oct 16, 2007
TAG Heuer has invited 28 exceptional personalities to sit behind the wheel of the legendary contemporary GT cars. The celebrities were photographed at the wheel of their favorite cars for a photographic art book to be published in a limited edition.

The funds raised from the sale of the art book will be donated to support a special Save the Children project and provide recreational and sports equipment to needy children around the world, thus giving children more opportunities to learn, play and develop.

The venture has united a whole array of stars, including celebrated actors, musicians, sportsmen, writers and business legends, all of them sharing one serious addiction - deep passion for cool fast cars. Such racing legends as Lewis Hamilton, Sebastien Bourdais, Fernando Alonso, David Coultard, and Mattias Ekstrom were glad to join the project.

The glamorous event took place at Le Castellet racetrack in France. Look through the list of stars and their favorite cars:

  • Singer Jay Kay, from the British band Jamiroquai, was photographed at the wheel of a Ferrari Enzo.

  • James Bond star Timothy Dalton was pictured in a Ford GT 40 Limited Edition.

  • TAG Heuer's Honorary Chairman, Jack Heuer, posed with a Porsche Carrera.

  • The company's President and CEO, Jean-Christophe Babin, was at the wheel of a gleaming Ferrari 456 GT.


The project called 'Dream machines driven by generous hearts' pays tribute to the strong links that have long existed between TAG Heuer and the world of motor racing.

The history of the brand was marked by the development of a range of TAG Heuer chronographs for sports car dashboards at the beginning of the 20th century.

TAG Heuer became the first brand to build cooperation with racing drivers, and the first brand to partner with a Formula One team. TAG Heuer also managed to crack and master the time barrier - the brand developed chronographs that boasted precision of 1/10th, 1/100th and now 1/1000th of a second.

Now TAG Heuer decided to conceive a project related to the world of racing in order to support the world's underprivileged children. The support of the brand will help Save the Children reach over 6,700 children worldwide, making a real difference to their future. As Jean-Christophe Babin says, 'Success is worth nothing if it doesn't serve to benefit those less fortunate.'




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