TAG Heuer and Porsche take racing to the next level


TAG Heuer and Porsche enter a long-term agreement for their Formula E engagement, as the Swiss luxury watchmaker becomes Title and Timing Partner. The Porsche works entry into the ABB FIA Formula E Championship 2019/2020 will be under the name of TAG Heuer Porsche Formula E Team.

Both brands can look back on many shared achievements throughout their history of involvement in motor racing. For Porsche, a noteworthy highlight is the “TAG-Turbo made by Porsche” which powered Formula 1 cars in the 1980s and won two Constructors’ Championships (1984 & 1985) and three Drivers’ Championships (1984-1986). The Swiss watchmaker, Heuer, was already involved in motorsports in the 1970s, teaming up with Jo Siffert who drove for Porsche from 1966 to 1971 and won a number of endurance races, as well as contributing to Porsche’s victory in the 1969 in the World Sportscar Championships. In the 1990s, TAG Heuer became a sponsor of the Porsche Supercup and still continues its role as partner for several Porsche Cups today. Building on previous successes, Porsche and TAG Heuer are now accelerating toward new frontiers with their engagement in Formula E, the world’s first electric street racing series soon starting its sixth season.

This ambition and this passion for motorsport are part of the common set of values uniting TAG Heuer and Porsche. This culture they share has always been anchored in an avant-garde approach – always looking to challenge convention and innovate, both in terms of aesthetics and uncompromising quality. This new partnership in Formula E will reap the benefits of combining expertise across various areas to push both companies to new dimensions in terms of technology, accuracy and connectivity.

TAG Heuer has been synonymous with motorsport since the earliest part of the 20th century, with leading partnerships extending across all areas of the sport. The Swiss luxury watchmaking company is also one of the founding partners of the ABB FIA Formula E Championship, which continues to gain momentum and fans all over the world.

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