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TAG HAUER | 13.9.14 | Partneři

FIA Formule E

On Saturday, September 13th, all of Beijing was aglow: FIA Formula E, the world's first fully electric racing championship, was holding its first-ever race. Let's rewind the day.

The giant banners of TAG Heuer, Formula E's founding partner and official timekeeper, hung from the pit lane and next to the starting lights of the custom-built track, which wound through the heart of the 3,000-year-old city, on the grounds of China's iconic Olympic Stadium. TAG Heuer's famous shield and colors were also featured prominently on the official data screens, which provided teams, drivers, fans and media with up-to-the-millisecond timing information.

As the checkered flag dropped the futuristic roar of 20 gleaming Spark Renault SRT_01E race cars filled the air, as did the applause of a numerous crowd. The 3.4 km circuit around the "Bird Nest" stadium has 20 tricky turns to challenge the daring and skills of the drivers, all drawn from the world's top motorsport disciplines. Like TAG Heuer, these pioneers definitely do not crack under pressure! Zero emission, Unlimited adrenaline & Fun ... The race was epic till the last corner of the final lap. TAG Heuer ambassador and Audi Sport ABT Formula E driver Lucas Di Grassi achieved an amazing finish and won the 1st ever race in the history of electric motorsport. The Brazilian driver was proudly wearing its Carrera 1887 on the top of the podium.

The eVillage and the Emotion Club were by far the coolest places to take in the proceedings. If you were lucky enough to be there, you'd know what we are talking about. This was the circuit's urban festival area, home to an amazing range of activities and entertainment - including some spectacular music specially created for the race and performed live. The village was jam-packed all day with enthusiastic fans, including TAG Heuer's special VIP guests from China and other key markets. Everybody wanted to know more about the new race, the drivers, and, of course, the cars and their supercharged electric engines. Alejandro Agag, the CEO of Formula E Holdings, was delighted and explained this thrill "We had an amazing race, a real competition with the best drivers. Electric motorsport together with the best of entertainment has now proven we can move ahead and invent our future. We have learnt a lot and will continue to work hard to offer the best show to our fans. From the very first days with us, it's fantastic to have TAG Heuer onboard as official timekeeper, sharing the same passion for motorsport and innovation. "

Formula E aims is committed to the promotion of sustainability and seeks to drive the change towards an electric future. Like TAG Heuer, it is a pathbreaker, which is why the two pioneering brands make such a perfect fit. "TAG Heuer has always been ahead of its time, always attracted by firsts," said Stéphane Linder, CEO of TAG Heuer. "Formula E is the major innovation in this sport of the last 10 years. Motor racing has been a part of TAG Heuer's DNA since the very beginning. It is only natural that it would become a founding partner of the first fully electric championship. Today's race is a dream come true and the first step to a new era."

Are you ready to get plugged in? Don't miss the next race in yet another world capital: Putrajaya, in Malaysia, on November 22nd.

TAG Heuer: the Swiss Avant-Garde watchmaker since 1860. Its rich heritage is built on pushing boundaries and breaking rules: harnessing mental fortitude to overcome technology restraints and create daring watches and chronographs. Long-lasting partnerships with motor racing teams and charismatic ambassadors drive it to break with watchmaking conventions, and, as a consequence, master time with unparalleled precision. The brand's motor racing DNA, as well as the amazing athletes who belong to its dream team, reflect its core values of teamwork, mental strength, courage and ambition. Its slogan, DON'T CRACK UNDER PRESSURE, is far more than a claim--it is a mindset.

FIA Formula E Championship: Formula E is a new FIA championship featuring Formula cars powered exclusively by electric energy. It represents a vision for the future of the motor industry over the coming decades, serving as a framework for research and development around the electric vehicle, accelerating general interest in these cars and promoting sustainability. Commencing in September 2014, the championship will compete in the heart of 10 of the world's leading cities - including London, Beijing and Miami - racing around their iconic landmarks. For the inaugural season, 10 teams, each with two drivers, will go head-to-head creating a unique and exciting racing series designed to appeal to a new generation of motorsport fans. Operating as an 'open championship', the series gives car manufacturers and constructors the opportunity to showcase their electrical energy innovations in a racing environment, designing cars to the technical specifications set out by the FIA