Things are getting interesting as the convergence between the world of horology and motorsports sees Swiss luxury watchmaker TAG Heuer has announced it has entered into a long-term agreement with Porsche as its partner for the 2019/2020 Formula E Championship.
The coming together of the two brands should not come as a surprise as high precision and technical innovation are two common values that both TAG Heuer and Porsche hold dear.
Having inked the deal, Porsche will enter the new Formula E season under the name TAG Heuer Porsche Formula E Team. This is not the first time the two brands have a shared history in motor racing. As far back as the 1960s, then Heuer had teamed with legendary driver Jo Siffert who had taught Steve McQueen his track secrets and introduced the actor to the Heuer brand.
Moving along to the 1980s, Porsche had supplied twin-turbo Formula 1 engines to the McLaren Formula 1 team under the TAG brand name, the TAG Turbo V6.
TAG Heuer’s doubling down in the realm of motorsport shouldn’t come as a surprise as it was also one of the founding partners of the ABB FIA Formula E Championship.
In a statement, Stéphane Bianchi, CEO of LVMH watchmaking division and CEO of TAG Heuer, said, “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.”