Formula E Wiki
TAG Heuer S.A.
TAG Heuer logo.svg
Partner Information
Based Flag of Switzerland.png La Chaux-de-Fonds, Switzerland
Founder Edouard Heuer (1860)
Announced 15 May 2013[1]
Role Official Timekeeper
Official Website TAG Heuer

TAG Heuer S.A., otherwise known simply as TAG Heuer, are a Swiss luxury goods manufacturer best known for their production of timepieces and timing equipment.[2] Originally founded in 1860 by Edouard Heuer as Uhrenmanufaktur Heuer AG, TAG Heuer have had a long association with motorracing, having supplied timing equipment to various teams in Formula One since the 1970s.[3]

In terms of the ABB FIA Formula E Championship TAG Heuer would sign a deal with Formula E Holdings to become effectively a founding partner of the series on the 15 May 2013, becoming both a major sponsor and the series official timekeeper.[1] This deal was subsequently renewed ahead of the 2018/19 season, with an increase in the amount of TAG Heuer branding set to be seen at each E-Prix.[4]

Furthermore, the involvement of TAG Heuer in Formula E has been perceived as a major reason for the lifting on Switzerland's 60 year ban on motorracing in 2015, with the first Zürich E-Prix staged in 2018.[5][6] TAG Heuer would also become title sponsors of the factory Porsche Formula E Team when they made their debut in 2019/20.[7]


Formula E History

TAG Heuer would immediately become interested in the FIA Formula E Championship shortly after its initial announcement by the FIA and Formula E Holdings.[1] The latter duly entered negotiations with TAG Heuer to become the official timekeepers for the series in early 2013, with a deal between the two announced on the 15 May 2013.[1] TAG also became a partner of the series as well as a major sponsor with their logo appearing on barriers, advertising hoardings and on the demo-cars.[1]

The deal between FE Holdings and TAG Heuer was renewed ahead of the 2018/19 season, with TAG Heuer remaining as the series' official timekeeper as well as a major sponsor.[4] TAG Heuer would also sign a deal with the new Porsche Formula E Team ahead of the 2019/20 season, becoming the team's title sponsor after a long time partnership outside of FE.[7]


TAG Heuer only act as the official timekeepers and a sponsor of the series.


Videos and Images:


  1. 1.0 1.1 1.2 1.3 1.4 'TAG Heuer signs major global partnership with FIA Formula E Championship',, (FIA Formula E, 15/05/2013),, (Accessed 09/07/2015)
  2. 'TAG Heuer S.A.',, (Advameg, Inc., 2018),, (Accessed 18/12/2018)
  3. D.S.J., 'The Swedish Grand Prix: A Tyrrell Double',, (Motor Sport, 01/07/1974),, (Accessed 30/03/2017)
  4. 4.0 4.1 'TAG Heuer extend partnership with Formula E',, (FIA Formula E, 07/03/2018),, (Accessed 18/12/2018)
  5. Ariel Adams, 'TAG Heuer and Formula E Racing Help End 60-Year Auto Racing Ban in Switzerland',, (Forbes Media LLC., 03/03/2015),, (Accessed 18/12/2018)
  6. 'SWITZERLAND READY TO RACE ELECTRIC',, (Julius Baer Group, 16/03/2015),, (Accessed 20/05/2018)
  7. 7.0 7.1 'TAG Heuer teams up with Porsche as Title and Timing Partner',, (FIA Formula E, 26/08/2019),, (Accessed 26/08/2019)
FIA Formula E Partners
Formula E HoldingsFédération Internationale de l'AutomobileABB
BMWDHLMichelinQualcommRenaultTAG Heuer
AllianzAntofagasta MineralsBosch • Copper Co. • EnelHeinekenHugo BossJulius Bär • Modis • Saudia
Spark Technical Partners
Spark Racing TechnologiesBremboDallaraHankookHewlandLucid MotorsMcLarenWilliams
Former Partners
1st Round • CNBC • Rimac AutomobiliUmicorevoestalpine