Luxury watch brand TAG Heuer, the Official Timekeeper of Ferrari throughout the 1970's have partnered with two-time Academy Award winning director Ron Howard and Academy Award winning writer Peter Morgan, makers of the highly anticipated Rush to accurately recreate the sexy and glamorous golden age of Formula One racing.
The film tells the story of British racing driver James Hunt and his rival Niki Lauda as both men struggle to attain the 1976 World Championship following a nearly fatal crash.
The Swiss watchmaker originally known as Heuer agreed to become the world's first non-automotive endorsement for Formula One, after associating themselves with Jo Siffert in 1968. Following the successful collaboration, the brands legacy was cemented within the motor racing industry when they equipped Ferrari drivers with an efficient electronics timekeeping system to use for their races.
Throughout the film, the iconic Heuer colours and logo appear on the overalls of Niki Lauda, Clay Regazzoni and the Scuderia Ferrari crew.
During the 1970's man of the wristwatches produced by Heuer were proudly worn by Ferrari drivers, a detail that remains in the Rush screen adaptation. The iconic Heuer Silverstone named after the British motor racing circuit and the Heuer Carrera, named after the Carrera Panamericana Mexico Road Race, can be spotted throughout the film on its key characters. Since filming both vintage pieces were returned to display cases at TAG Heuer's 360 degree Museum in La-Chaux-des-Fonds in Switzerland.
Since the 1970's Jack Heuer globalised the famous brand after persuading Enzo Ferrari to feature the watchmakers logo on the cockpit of his Formula One cars. In 1985 the brand became TAG Heuer and have been a proud partner of the McLaren team in Formula One. The Brand currently hold the record for the longest standing sports watch brand sponsorship in history, and since then have sponsored F1 racing legends including Fernando Alonso and Lewis Hamilton.