TAG turns electric

TAG Heuer has joined forces with the world's first-ever electric car open championship, the FIA Formula E Championship.

The Swiss watchmaker is the official watch, partner and timekeeper for all 10 events in the championship which commenced in Beijing last month and finishes in London in June. TAG chief executive Stéphane Linder said cars have fueled and inspired this brand since its earliest days.

“We invented the first dashboard counters back in 1911, partnered with Ferrari in Formula One in the 1970s, have been part of the most winning team in the sport, McLaren Mercedes, since 1985, and backed champions from Juan-Manuel Fangio in the 50s to Jenson Button and Stéphane Ogier in 2014.”

“Now we are 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.”

The FIA Formula E Championship will be held in 10 cities including Buenos Aires (Argentina), Miami and Long Beach (US), and Berlin and Monte Carlo. TAG Heuer’s colors and crest will line the street circuits of each Formula E city. They will also be worn by the crew and car of TAG Heuer’s other Formula E partner: China Racing Formula E Team and its drivers Nelson Piquet, Ho-Pin Tung and Antonio Garcia.

Alejandro Agag, the CEO of Formula E Holdings, said the Formula E Championship shared the same “E values” –  Energy, Environment and Entertainment.”

Formula E aims to drive the change towards an electric future and commits itself in the promotion of sustainability.

“TAG Heuer has always been ahead of its time, always attracted by the firsts,” said Linder, “so it is very natural that we were enticed by this fully electric championship. This race is at the same time a dream becoming true and the first step of a new era.”

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