TAG Heuer named Title and Timing partner of Porsche in Formula E

David Cooper - Writer 21:56 29/08/2019
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TAG Heuer have been named the Title and Timing partner of Porsche in Formula E

TAG Heuer have become the Title and Timing partner of Porsche in Formula E

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.

This is not the first time the two heavyweights have partnered, with a raft of shared achievements to their names in motorsport.

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 motorsport 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.

It is hoped 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 early 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.

Detlev von Platen Member of the Executive Board for Sales and Marketing, Porsche AG spoke of how the partner ship with TAG Heuer can help shape the future of motorsport. “Long-standing tradition, highest precision and technical innovation has always been common values for Porsche and TAG Heuer,” he said.

“The ABB FIA Formula E Championship is the perfect platform for both companies to create the future of motorsports. I am convinced that the partnership with TAG Heuer will be another great example for team successes in motorsport.”

Stéphane Bianchi, CEO of LVMH Watch making division and CEO of TAG Heuer said the partnership was an honour. “We are truly honored to begin our partnership with Porsche, a move which further strengthens our presence in Formula E,” she said. “Beyond sharing the same passion for motorsport and having the same challenger spirit, our two brands have the same uncompromising love for quality and technology. TAG Heuer is looking forward to supporting the team on its journey into Formula E and the upcoming races.”

Frédéric Arnault Chief Strategy and Digital Officer, TAG Heuer said: “This partnership with Porsche demonstrates our ongoing commitment and support for Formula E, to which we were a founding partner. Innovation has always been at the core of the TAG Heuer brand and this partnership with Porsche’s new team will enable us to continue bringing to life our ambition to create new and experimental innovations within motorsport.”

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