TAG Heuer Refines Porsche Formula E Partnership for 2025
TAG Heuer and Porsche Motorsport reshape their partnership and keep building on a winning story in electric motorsport. The previous title and timing partner continues to support the Formula E factory team with a reduced presence as part of a broader role as Global Partner of Porsche Motorsport. The TAG Heuer Porsche Formula E Team makes history as the first outfit to win all three world championship titles in the all-electric series. From now on, it writes a new chapter as the Porsche Formula E Team.
The team retains a strong roster of partners alongside TAG Heuer. Mobil 1, LOCTITE, PUMA, NetApp and Cato Networks remain on board, while ANSYS is now known as Synopsys. TDK Corporation of Japan joins as a new on-car partner, adding expertise in electronic components and systems to Porsche’s Formula E campaign.
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 characterised by a predominantly mechanical tradition. Yet, we have prevailed in arguably the most digital racing series in the world.”
Porsche and TAG Heuer entered Formula E in 2019 and have since claimed 13 race victories en route to three world championship titles. For the Stuttgart sports car manufacturer, the programme marked a significant step in its electrification journey. For the Swiss luxury watchmaker from La Chaux-de-Fonds in the canton of Neuchâtel, it provided the ideal stage for its first smartwatch in motorsport. The TAG Heuer Connected, now approaching its fifth generation, has appeared on the wrists of the Porsche Formula E Team since day one, linking precision timekeeping with performance technology.
George Ciz, TAG Heuer Chief Marketing Officer. We have been partners of Porsche’s Formula E endeavours since day one, and we are delighted 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 continue to support the Porsche Formula E Team for the upcoming twelfth season of Formula E. New to the lineup is TDK Corporation, the specialist in electronic components and systems. 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.”