LONDON: After joining the all-electric ABB FIA Formula E Championship as a partner ahead of the first race in 2014, Swiss watchmaker TAG Heuer announced it will extend its long-standing partnership with the world's first all-electric championship as official timekeeping partner.
"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 Formula E's founder and CEO Alejandro Agag. "As an official and founding partner, I’m delighted to continue our long-standing 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,” he added.
With over 50 years experience in motorsport sponsorship, racing legends such as Ayrton Senna, Steve McQueen and Juan-Manuel Fangio, aka “El Maestro” have sported the timepieces and acted as ambassadors for the brand.
The announcement was made by Agag and Jean-Claude Biver, CEO of TAG Heuer, Wednesday as part of the TAG Heuer exhibition to celebrate the opening of the Geneva motor show, alongside the launch and first glimpse of Formula E's long-awaited Gen2 car.
“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, said Biver. "Today, we’re proud of being part of its expansion, from the ‘start-up’ beginning to its new cycle as an indispensable championship.”