@TAGHeuer @FIAFormulaE @JeanEricVergne

TAG Heuer announces Formula E driver Jean-Éric Vergne as its new brand ambassador

TAG Heuer, Founding Partner and Official Timekeeper
of the ABB FIA Formula E Championship, welcomes Jean-Éric Vergne
as its newest Brand Ambassador

The Watch Quote™ - March 11th, 2019



La Chaux de Fonds, March 7th: TAG Heuer underscores its involvement in motor racing and passion for avant-garde technology with a new partnership within Formula E. In addition to its Official Timekeeper role for the exciting and innovative automobile race, the brand also welcomes one of the championship’s most talented drivers, Jean-Eric Vergne, to its league of Brand Ambassadors.

Jean-Éric Vergne is a French racing driver who has competed in the ABB FIA Formula E Championship since its creation in 2014. He became the Formula E Champion during the 2017-2018 season and will be racing to defend his title.



TAG Heuer is a Founding Partner of Formula E and has been the Official Timekeeper since the inception of the sport in 2014. The “E” in Formula E stands for electric, energy, environment, engineering and entertainment. A fusion of technology, sports, science, design and music, Formula E offers a glimpse into the exciting future of motor sports and beyond. There’s no exhaust, no gasoline, no smell of burning rubber: the air is clean and pure, but the competition is fierce. When innovation and excitement collide, the possibilities are endless.

All the thrills, speed and excitement of racing come together to form the perfect illustration of TAG Heuer’s #DontCrackUnderPressure motto.



Minna Philipson, VP Brand & Communication TAG Heuer, said: “We are very excited to welcome Jean-Éric Vergne to the TAG Heuer family. From our beginning in 1860, TAG Heuer has always been a key player in motor racing, with breakthrough timekeeping innovations and visionary collaborations with some of the most legendary drivers. Today, we write a new chapter of this history with the very talented Jean-Eric Vergne, embodying our #DontCrackUnderPressure spirit and avant-garde values”.  



Jean-Eric Vergne also added: “It’s an honor and a joy to be part of the TAG Heuer family, and to represent the values this Maison stands for. I’ve known TAG Heuer for a long time, and have always been attracted to their involvement in motor racing, their performances, their strong ambition to do things their own way. As a driver, I’m also challenging myself every day, and understand more than anyone else I believe the #dontcrackunderpressure!”




About TAG Heuer

In 1860, at the age of 20, Edouard Heuer founded his watchmaker’s workshop in the Jura Mountains of Switzerland. Creating the Mikrograph in 1916, sponsoring Formula 1 teams in the 1970s or launching the first luxury connected watch in 2015 are just a few examples of the major technical innovations, ultimate accuracy and passion for disruptive design that define our unique spirit. Headquartered in La Chaux-de-Fonds, TAG Heuer operates in four production sites – mastering the whole watchmaking process – and is represented on all continents through 4,500 points of sale, including 170 TAG Heuer boutiques that are now directly available on tagheuer.com in selected countries. TAG Heuer timepieces are designed for those who love challenges. Our influence is enhanced by our unique communication based on three pillars: sport, lifestyle and heritage, embodying our legacy and DNA. Our partnerships and ambassadors illustrate our open-minded and open-door culture, with the most prestigious and avant-garde names teaming up with TAG Heuer: the Red Bull Racing Formula One team, the Formula 1 Monaco Grand Prix, the Formula E championship, the biggest football leagues in Europe, the Americas and Asia, Manchester United, trendsetter Cara Delevingne, and actors Chris Hemsworth and Patrick Dempsey.

#DontCrackUnderPressure is much more than just a claim – it’s a state of mind.

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