By TAG Heuer team, TAG HEUER —  22 May 2015


TAG Heuer, founding partner and official timekeeper of the new FIA Formula E Championship, the world’s first fully electric motor-racing series, is part of the first German ePrix in Berlin at the race track built upon the historic airfield of Tempelhof.

TAG Heuer is a proud founding partner of the groundbreaking series. A passion for automobiles has fueled the Swiss watchmaker since its very beginnings. Teaming up with Formula E is the logical next step, as it draws on the brand’s racing heritage and commitment to sustainability. Solar roofs provide electricity in the watchmaker’s Swiss facilities. In 2010, it organised with Tesla the first world tour in a 100% electric GT. Now it is proud to be part of the world’s newest and most innovative open championship – a path-breaking initiative that, like TAG Heuer, is a fusion of engineering, technology, sport, science, and design – all combining to drive the change towards a better tomorrow.

“Without doubt, TAG Heuer is the perfect partner to the FIA Formula E Championship and we are delighted to have a brand of their prestige, excellence and expertise on board for the inaugural season,” said Alejandro Agag, CEO of Formula E Holdings. “TAG Heuer’s time-honoured passion for motor-sport dates backs more than 150 years and their quest to push technology to the highest level of performance epitomises the values of our Championship. As founding partner, they will bring us a global communication platform and the best of their services for teams, drivers, media and fans around the world”.

“TAG Heuer has always been ahead of its time and attracted by firsts,” added Jean-Claude Biver, President of the Watch Division of LVMH Group, and CEO of TAG Heuer. “Formula E is more than a race, it is the biggest innovation in motor racing and entertainment of the last 10 years. It all adds up to zero-emission, unlimited adrenaline and fun.”


The FIA Formula E Championship is deeply committed to the promotion of sustainability and aims to drive the change towards an electric future. The popular success of the season’s inaugural races in Beijing, Putrajaya, Punta Del Este, Buenos Aires, Miami, Los Angeles, Monaco, Berlin and those coming soon in Moscow and London, prove the Championship’s capacity to help plug the world into a better future. The public targeted by this exciting championship is young, concerned by the environment and interested in technology. They want to have fun and they seek out unique experiences. The universe created around the E race, which is as important as the race itself, is a perfect draw for them. One could even say that Formula E is redefining the relationship between music and motorsport. TAG Heuer’s approach to its market is quite the same.

TAG Heuer wishes all the best to its China Racing Team. To be continued...