"The core ‘E’ values of the all-electric FIA Formula E Championship are energy, environment and entertainment. It’s more than a race. It is a fusion of engineering, technology, sport, science, design, even music - all combining to drive the change towards an electric future.”Alejandro AGAG, CEO of Formula E.

Before the FIA Formula-E Championship, electric cars were about as sexy as shopping carts. Sure, they were a great idea, but where was the speed, the thrill, the excitement? Starting in September 2014, however, in the streets of London, Beijing, Los Angeles and seven other major cities, the world will get a glimpse of just how fast and fun the future can be.


A racecar's tyres shriek and its engine’s purr turns into an 80 decibel roar as it overtakes two others on a dangerously tight corner. The drivers can handle it, they’re the best in the world. So, too, are the cars, made of aviation-grade carbon, aluminum and kevlar by the top car manufacturers and constructors in motorsports...

They hit speeds of 225 kmh and accelerate from zero to 100 in 3 seconds flat. Still, the chassis shakes. The drivers, gripped by G-forces so intense they feel like their heads are being pulled off, boost their speeds anyway, careening past a landmark and gunning down the straightaway as the grandstand crowd leaps to their feet. All the classic elements of the full great glorious experience of motor racing are in place--except for one: there is no exhaust. No belches of smoke. No smell of burning petrol. The air around is clean and pure, for these are zero-emission machines, wonders of new green technology. The FIA Formula-E Championship is the world's first fully-electric racing series, and TAG Heuer is a founding partner. A passion for automobiles has fueled the Swiss watchmaker since its earliest days. Teaming up with Formula E is the logical next step, as it draws on the brand’s racing heritage and commitment to sustainability. Solar roofs provide electricity in the watchmaker’s Swiss facilities. Now it is proud to be part of the world’s newest and most innovative open championship—a path-breaking initiative that, like TAG Heuer, is a fusion of engineering, technology, sport, science, and design - all combining to drive the change towards a better tomorrow.