TAG Heuer and Dempsey Racing signed a long-term partnership this week-end during the 24 Hours of Le Mans.

More than 40 years after Steve McQueen starred in the race classic Le Mans with a Monaco chronograph on his wrist, the asphalt once again belongs to TAG Heuer and Hollywood.

It is asphalt that TAG Heuer never really quit: in 1973, Scuderia Ferrari proudly bore the TAG Heuer logo on its 312PB prototypes; and in 2009, with Peugeot Sport, and then 2010-2013 with Audi Sport, the brand won 5 titles.

This year, the pioneering Swiss brand has decided to enter the world’s most prestigious endurance race in support of Dempsey Racing that — in partnership with Proton Competition — is competing in this year’s race with team drivers Patrick Dempsey, Joe Foster and Patrick Long.

Dempsey, a Grey’s Anatomy leading man and popular Hollywood actor, is also a top-tier international sports car racing driver and team owner. A long and fruitful partnership between his Dempsey Racing team and the world chronograph leader is now under way, TAG Heuer will promote the team’s achievements in its new advertising campaign.

Beyond a passion for speed, TAG Heuer and Dempsey Racing share values of performance, courage and the spirit of freedom. “We are writing an exciting new page in our history, not only in endurance races but also in watchmaking.” said Stephane Linder, CEO of TAG Heuer. On the one hand, we have an actor who, like Steve McQueen before him, is not afraid to take risks; and, on the other, a brand that never ceases to amaze, surprise and excite.”

“This new partnership opens up great new perspectives for me,” Dempsey said.

“Pressure is manageable,” said Jean-Claude Biver, head of watchmaking division at Louis Vuitton Moet Henessy (LVMH).