I do miss the chaotic mid-race car swaps, though. The next season kicks off on Valentine’s Day in Mexico City, where the team secured a masterful one-two finish in the past. The tight and twisty street circuits that these whining machines race on can make for genuinely intriguing watching, and have only gotten faster and faster.
#Sports timing heuer series
TAG Heuer has partnered the Porsche Formula E team since the 2019/2020 season, the first return to a racing series for Porsche since their Le Mans departure. Since 2014, Formula E has only risen in popularity with the advent of developing battery technology and more exciting car designs coming in recent years. High-octane fun isn’t the only thing on TAG Heuer’s racing repertoire, either. The Historique race is especially remarkable, as it has featured some of the most fearsome racing machinery since its 1997 inception, including beauties like the Fangio-driven Maserati 250F, innovative Lotus 25 driven by Jim Clark and frightening monsters from the turbo era of the 1980s.
Namely, the brand has been a sponsor of the Monaco Grand Prix and Monaco Grand Prix Historique as official timekeeper – and how could they not be, considering the iconic Monaco model. Yielding many a limited-edition model in honour of the Austrian team, TAG Heuer didn’t neglect their historical relation to the sport, either. While the rocky partnership with Renault finally came to an end in 2018, with the outfit opting for Honda power from 2019 onwards, the TAG Heuer friendship grew stronger. The relationship began in 2016, while Red Bull still relied on Renault powertrains, though, as a sign of the cooperation, the engines were re-branded as TAG Heuer. The most notable current partnership that TAG Heuer has is with the Oracle Red Bull Racing Formula 1 team. But the brand continued to be inextricably linked to motorsport – it was famously worn by Ayrton Senna, amongst many others – and the TAG Heuer racing spirit is still alive and well today. A big change arrived midway through the 1980s, and even though the brand successfully survived the quartz crisis, Heuer was acquired by Techniques d’Avant Garde in 1985. This influence is largely thanks to Jack Heuer, son of Charles-Edouard Heuer, who joined the company in 1958, as he made use of the likes of Jochen Rindt, Emerson Fittipaldi and Mario Andretti as ambassadors of the Autavia. Patenting their first chronograph in 1882, they carved their niche in the crazy world that was Formula 1 in the ’70s and ’80s. The story is the same when one considers their rich and storied past, from their founding in 1860, until today. Their commercial success in recent years, especially among our fellow Aussies, is rivalled only by a select few. TAG Heuer is certain to rank highly among lists of the most recognisable watch brands.
I/trending 5501 TAG Heuer is still in the driving seat when it comes to their racing sponsorship outreach Borna Bošnjak
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