TAG Heuer joins PURE ETCR as founding partner and official timekeeper 04.09.2020: PURE ETCR proud to welcome Swiss luxury watchmaker onboard - All-new electric racing series begins new chapter in TAG Heuer’s motorsport history - TAG Heuer and Eurosport Events strengthen association

PURE ETCR proud to welcome Swiss luxury watchmaker onboard



- All-new electric racing series begins new chapter in TAG Heuer’s motorsport history

- TAG Heuer and Eurosport Events strengthen association


- PURE ETCR to benefit from a century of legendary and innovative TAG Heuer expertise

PURE ETCR is proud to welcome legendary avant-garde watchmaker TAG Heuer on-board as a series founding partner and its official timekeeper.



This new and exciting partnership provides the ground-breaking platform of the world’s first all-electric, multi-brand touring car championship on which TAG Heuer can showcase its technologies in a way that mirrors its own DNA.

 

Circuit racing like never before




With a unique format centred around short, sharp head-to-head battles and the use of starting gates instead of red lights, anticipation, concentration and reaction will be key factors as the world’s top drivers scramble to make up every last thousandth of a second.



Competitors are randomly drawn into ‘Battle Pools’ ahead of each event and take part in a series of intense 10km races in a knock-out format with the overall winner declared the event King or Queen. Races commence behind an automated starting gate and fans can watch cars charging up at the Energy Station; the imposing centrepiece of the paddock.

 



A century of timekeeping expertise



Founded in 1860, TAG Heuer is one of the world’s renowned Swiss manufacturers of fine watches and timepieces, with a deep and rich history linked to motorsports since the 1950s and a daring spirit focused on innovation.



With the margin between winning and losing so perilously tight, PURE ETCR is excited to know that TAG Heuer – which will also become the series official timekeeper – will blend outstanding performance and accuracy to keep fans ‘in the know’ at all times.

 




Blending motorsport DNA with future innovation



Just as the new TAG Heuer Connected range blends all of its watchmaking expertise with precision cutting-edge technology, so PURE ETCR’s unique format takes the traditions of wheel-to-wheel touring car racing and mixes it with something new.



TAG Heuer has been associated with PURE ETCR’s promoter, Eurosport Events, through several major two-and four-wheeled series since 2016, including the FIM Endurance World Championship and FIA World Touring Car Championship.



It joins ahead of the promotional season, which begins in October.




François Ribeiro, Head of Eurosport Events, the PURE ETCR promoter, said: “Since 2016, TAG Heuer has been an incredible partner for several of our motor racing championships, including the FIA World Touring Car Championship and WTCR – FIA World Touring Car Cup, so I am thrilled to welcome them as a founding partner and official timekeeper.



PURE ETCR is an all-new competition that has its roots in the traditional gladiatorial contest of wheel-to-wheel touring car racing, while TAG Heuer’s association with motorsport stems from its DNA, which celebrates innovation, accuracy and technology. This association with TAG Heuer, with its expertise and innovation in timing systems, further validates what we’re trying to achieve with PURE ETCR both today and in the future.”





Alwin Gerzer, Director of Sponsoring & Ambassadors, TAG Heuer, said: “TAG Heuer is proud to announce the partnership with PURE ETCR, a collaboration which authentically embodies the avant-garde and racing genes of our brand.



Throughout its 160 years of existence, TAG Heuer has been keen to explore new horizons and dare to challenge the limits so we are thrilled today to join the PURE ETCR electric racing competition and to support a truly exciting and pioneering platform within the strategic and fast developing E-racing sector.”





 Jamie O’Leary, photo eTCR