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Williams Racing x Bang & Olufsen

Striving for perfection: why our new partnership with the iconic F1 team is powered by a shared ethos

  Never cutting corners

As the only truly independent Formula 1 racing team, Williams has a proud heritage of high-level performance without compromise. Ever since the team was founded by Frank Williams and Patrick Head in 1977, they have built a formidable reputation, founded on a commitment to precision and efficiency and a determination to go one better every time.

Just like Bang & Olufsen, they demonstrate a confidence that comes with through never cutting corners in the pursuit of perfection.

‘For nearly 100 years, Bang & Olufsen has been at the forefront of design and innovation and created some of the most memorable and iconic products in the world. And we have that same desire for perfection,’ says Jost Capito, Williams Racing CEO and Team Principal.

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Winning design innovation

Bang & Olufsen and Williams share a rich legacy of pioneering design. That means never resting on your laurels and constantly striving to improve – the next race, the next design, the next invention is always ahead, and those who spend their time looking in the rear-view mirror will lose out.

‘We share Williams’ passion for excellence, performance, and the desire to create only the best, and together we can provide some extraordinary experiences to fans and customers,’ says Kristian Teär, CEO of Bang & Olufsen.

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  • Image of blue F1 car
  • Image of Williams F1 car
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Extraordinary experiences

We both like to think of ourselves as being in the business of delivering ’goosebump moments’ – those visceral, hard-to-define instances when you are truly lost in the experience. It could be hearing a chord change or seeing an overtaking maneouvre – whatever it is that makes the hairs on the back of your neck stand up. Over the forthcoming F1 season, we’ll be following the Williams Racing team and capturing those extraordinary experiences together. Sign up to our newsletter and follow us on Instagram to see exclusive behind-the-scenes content.

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