Partnerships between two companies selling products to consumers are not uncommon, with both seeking to capitalize off the other’s brand status to promote their own. Enter therefore an interesting new relationship sparked between luxury Swiss watchmaker Tag Heuer and luxury electric car maker Tesla Motrs. This partnership, announced as the Geneva Auto Show opens this week, is showcasing a special Tag branded Tesla Roadster.
The 2010 Tag Heuer Tesla Roadster, which will be on public display during the car show, hosts some interesting cross-promotional aspects. The “one-of-a-kind” car has a unique interior designed by Tesla Chief Designer Franz von Holzhausen, incorporating Tag “avant-garde design elements and a specially designed center console” which will host a new Tag “cutting edge concept watch, to be revealed in Basel on March 18.” The car, decked out in a special gray exterior color scheme “embodying the innovative spirit of both companies,” also features a Tag “Meridiist mobile phone as well as a one-fifth second Heuer Limited Edition Stopwatch.”
Tesla plans to drive the car to Baselworld, the world’s largest watch exhibition, for a special event March 18. At this event, it is said, the CEOs of TAG Heuer and Tesla, “will launch their next collaboration” in the presence of celebrity customers. It is said it will last for nine months to commemorate Tag’s 150th anniversary and “will raise awareness of technological innovation to consumers on three continents.”