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TAG Heuer becomes title partner of Porsche Formula E team

Swiss watchmaking company TAG Heuer will become the official title and timing partner of the Porsche Formula E team, set to make its debut in the all-electric series in season six.

The new partnership comes about after a long term agreement was finalised, which will see the team officially known as TAG Heuer Porsche Formula E Team.

This isn’t a completely new endeavour between TAG Heuer and Porsche, as they have both tasted collaborative championship success from their time together in Formula 1 back in the 1980s, where they together achieved two constructor’s titles and three driver’s titles.

They also took honours in the 1969 World Sportscar Championship with Jo Siffert and Brian Redman at the wheel.

While TAG Heuer has more recently been associated with Formula 1, it is also a familiar name to Formula E and the new partnership looks to build upon an already successful pairing with many members of Porsche and TAG Heuer looking to the future and the successes they hope to achieve.

(Left to right) Detlev von Platen, Stéphane Bianchi, Fritz Enzinger, Frédéric Arnault, Michael Steiner

Detlev von Platen (Member of the Executive Board for Sales and Marketing, Porsche AG): “Long-standing tradition, highest precision and technical innovation has always been common values for Porsche and TAG Heuer. 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): “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.”

Michael Steiner (Member of the Executive Board for Research and Development, Porsche AG): “Porsche and TAG Heuer both look back on a successful history in motorsport. We are very proud of having TAG Heuer on board as Title and Timing Partner on Porsche’s work entry into the world’s first electric street racing series. We can’t wait to be writing a new chapter as TAG Heuer Porsche Formula E Team in the ABB FIA Formula E Championship.”

Frédéric Arnault (Chief Strategy and Digital Officer, TAG Heuer): “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.”

Fritz Enzinger (Vice President Porsche Motorsport and Group Motorsport Volkswagen AG): “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. 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.”

About Topher Smith
Topher is an experienced and passionate Motorsport journalist with Formula E, Formula 1, GP2/F2, GP3 and IndyCar all on his resume. When he isn't at the trackside you can find him furthering his own capabilities and knowledge through his endless search for original ideas and material. Also plays league pool.