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Racing was in Heuer's blood back then and is still in TAG Heuer's brand identity todaylook no further than the brand's call out in LVMH's 10-year partnership announcement with F1. Today's luxury link industrial complex link requires becoming a "Global Partner" a well-lit deal signing photo shoot and a fee rumored to be link 100 million annually. In 1968 Jack Heuer paid Swiss F1 and endurance driver Jo Siffert 25000 CHF a year and allowed him to buy Heuers at wholesale prices.
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