Sustainable Innovation

Formula E confirms Tag Heuer renewal

Swiss watchmaker remains official timekeeper of all-electric racing series.

by Sam Carp

Formula E confirms Tag Heuer renewal

The Formula E all-electric racing series has extended its longstanding partnership with Tag Heuer.

The deal will see the Swiss luxury watchmaker remain the official timekeeping partner of Formula E, a role it has held since the championship’s inaugural season.

“Tag Heuer has been with the series from the start, believing in the concept of Formula E since before a car even turned a wheel,” said Alejandro Agag, founder and chief executive of Formula E. “As an official and founding partner, I’m delighted to continue our longstanding and successful partnership with Tag Heuer. Motorsport is about timing and precision - and we rely on the expertise of Tag Heuer as official timekeeping partner.”

“Since the very first day, Tag Heuer has believed in the future of this first FIA championship for single-seater electric vehicles, demonstrating this belief through its involvement as a founding partner,” added Tag Heuer chief executive Jean-Claude Biver. “Today, we’re proud of being part of its expansion, from the ‘start-up’ beginning to its new cycle as an indispensable championship.”

Meanwhile, Tag Heuer has also become the official watch partner of the Aston Martin World Endurance Championship (WEC) team. The company will have its logo feature on the front of the team’s race car for the duration of the agreement.