The Swiss luxury watch manufacturer TAG Heuer and Porsche Motorsport are reshaping their partnership: The previous title and timing partner will continue to support the Formula E factory team but with a reduced presence as part of its larger role as Global Partner of Porsche Motorsport.
The TAG Heuer Porsche Formula E Team is making history as the first team to win all three world championship titles in the all-electric racing series. From now on, it will write a new chapter – as the Porsche Formula E Team.
In addition to TAG Heuer, other partners will remain part of the team: Mobil 1, LOCTITE, PUMA, NetApp and Cato Networks, while ANSYS is now known as Synopsys. The Japanese company TDK Corporation is joining as a new on-car partner.
Thomas Laudenbach, Vice President Porsche Motorsport: “Merci, TAG Heuer! After six seasons together in Formula E, Porsche is at the forefront of electric motorsport. Such success is only possible with partners who share the same values. In our case, these are primarily a passion for motorsport and technical innovation. What makes our partnership in Formula E special, however, is that both brands are characterized by a predominantly mechanical tradition, yet we have prevailed in arguably the most digital racing series in the world.”
The TAG Heuer Porsche Formula E Team has been competing in the innovative Formula E since 2019 and has collected 13 race victories on its way to three world championship titles. For the Stuttgart-based sports car manufacturer, this was the next major step in its electrification journey.
For the watch manufacturer from La Chaux-de-Fonds in the Swiss canton of Neuchâtel, it was the ideal opportunity to showcase its first smartwatch in the context of motorsport: the TAG Heuer Connected – soon in its fifth generation – has graced the wrists of the Porsche Formula E Team from the very beginning.
George Ciz, TAG Heuer Chief Marketing Officer: “We were partners of Porsche’s Formula E endeavours since day one, and we are extremely happy to continue to be the timing partner of the Porsche Formula E Team for the new season as part of our larger ongoing commitment to Porsche Motorsport. This will also allow us to align all our motorsport assets at this time with a more consistent approach to team partnerships. We are looking forward to many more podiums and victories with Porsche Motorsport across all categories.”
Eight partners will continue to support the Porsche Formula E Team during the upcoming twelfth Formula E season. New to the team is the electronic components and systems specialist TDK Corporation. Thomas Laudenbach: “My thanks go not only to TAG Heuer but all our existing partners. Our successes are a team effort in every respect – and in this spirit, I warmly welcome TDK.”