Tag Heuer becomes Title & Timing Partner of the Porsche Formula E team


Tag Heuer becomes Title & Timing Partner of the Porsche Formula E team, thus reviving their old partnership

August 27, 2019: Luxury brands TAG Heuer and Porsche have entered 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.

Tag Heuer Porsche partnership

Both brands have a list of 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 and 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. 

Tag Heuer 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.

Stéphane Bianchi (CEO of LVMH Watch making division and CEO of TAG Heuer), said, “We are truly honored to begin our partnership with Porsche, a move which further strengthens our presence in Formula E. 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.”

We are looking forward quite eagerly to the new car that will be born out of this partnership!

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