TAG Heuer teams up with Porsche as Title and Timing Partner

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. 

With a long and successful history in motorsport, both brands join forces once again as Porsche embarks on its debut season in the ABB FIA Formula E Championship, starting in Saudi Arabia on November 22, 2019. 

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

"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.” 

Both brands can look back on many shared achievements throughout their history motorsport. For Porsche, a particular highlight was the “TAG-Turbo made by Porsche” which powered Formula One 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. 

“We are delighted to welcome TAG Heuer again at Porsche Motorsport. Looking back on our successful history, both brands will build on former achievements for this new era in Formula E," said Fritz Enzinger, Vice President Porsche Motorsport and Group Motorsport Volkswagen AG.

"It is exciting times that we join our forces again and that together our huge passion for motorsport continues to be alive.

"We are counting the days for our first race as TAG Heuer Porsche Formula E Team in November this year.” 

With both brands committed to challenging convention - in terms of aesthetics and quality - this new partnership in Formula E will reap the benefits of both brand's expertise.

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.