Original article in Swiss magazine Hebdo is a few days old. A noteworthy interview with Biver regarding the expectation for the connected watch and future of TH.
It's in French... http://www.hebdo.ch/hebdo/cadrages/detail/jean-claude-biver-si-tag-heuer-ne-parvient-pas-%C3%A0-vendre-50%C2%A0000-montres
Pity he's breaking with McLaren now that they are down. Well he said in that crazy presentation that the past was dead...

Jurgen

: Big news in the world of Formula One today -- after 30 years of
: sponsoring McLaren, TAG Heuer is switching its sponsorship to
: Red Bull.

: The repositioning of the TAG Heuer brand continues -- Red Bull
: stated to be younger, more dynamic, more energetic, etc.

: Jeff

: http://agendaweek.com/pc/1237273/137533

: +++++++++++++++++++++++++++

: McLaren F1 team loses sponsor Tag Heuer to Red Bull for 2016

: Tag Heuer is to bring to an end its 30-year association with
: McLaren come the end of the current Formula 1 season and switch
: to rival Red Bull.

: The brand has featured on the team's cars since the MP4/4 of 1985
: after former TAG Heuer CEO Mansour Ojjeh initially became
: involved in McLaren two years earlier.

: In a major coup, the iconic watch brand has decided to join forces
: with Red Bull from next season, drawing into question that
: team's partnership with Casio.

: In a recent interview with Swiss magazine L'Hebdo, current Tag
: Heuer CEO Jean-Claude Bivet said: "We have just signed Red
: Bull Racing in F1 for next season.

: "It is a young, dynamic, go-getter, perfectly consistent with
: the TAG Heuer strategy."

: McLaren has also confirmed the split, with a spokesman stating:
: "McLaren's partnership with Tag Heuer has been one of the
: most successful and enduring sponsorships in sporting history.

: "It has lasted 30 years, during which time both parties have
: achieved enormous success together.

: "On track the team has won grands prix and world championships
: with such iconic racing heroes as Alain Prost, Ayrton Senna,
: Mika Hakkinen and Lewis Hamilton.

: "Off track Tag Heuer's association with the team has caused
: its watches to become globally synonymous with high technology,
: precision and speed - three principal hallmarks of the McLaren
: brand.

: "It is therefore with gratitude we announce the end of our
: 30-year partnership, satisfied as both parties are with a job
: well done.

: "Our relationship with Tag Heuer's parent company LVMH
: continues via our new partnership with Chandon, announced last
: month."

: The loss of Tag Heuer is the latest sponsorship blow to McLaren as
: the team has been without a primary sponsor since Vodafone
: departed at the end of 2013.

: Hugo Boss, having been with McLaren for 33 years, has also departed
: in recent times, while Santander has significantly downscaled
: its involvement.