Geneva Preview: TAG Heuer Tesla Roadster

Article by Christian A., on February 28, 2010

For the first time ever, Swiss watchmaker TAG Heuer has teamed up with an electric sports car company. The result is the 2010 TAG Heuer Tesla Roadster, which will be showcased at the Tesla Motors booth at the Geneva Motor Show. Tesla Chief Designer Franz von Holzhausen created the interior design of this unique electric car, using TAG Heuer design elements.

One of the highlights is a specially designed center console, which is built to host a TAG Heuer concept watch.  The unveiling of this watch will be on March 18 in Basel.

In addition, the car features a TAG Heuer Meridiist mobile phone and a one-fifth second Heuer Limited Edition Stopwatch. The Roadster is painted in Foucault Field Gray and very interestingly, it features drawings inspired by the new TAG Heuer concept watch.

In a release, Jean-Christophe Babin, President and CEO of TAG Heuer, said that TAG Heuer has a rich history and expertise with the world's most prestigious racing teams.

Babin also said that TAG Heuer and Tesla are two companies that have achieved the standards of making efficient, socially responsible and stylish products that high-performance drivers aspire for.

According to TAG Heuer President and CEO Jean-Christophe Babin, the company has the knowledge and even the history when it comes to prestigious racing teams. This is however the first time the company has partnered with an electric sports car company.

The company believes that high-performance drivers will continue to look for products that are not only stylish and efficient but socially responsible as well, added Babin. There are only a few companies that can accomplish this, Tesla and TAG Heuer being two of them.

Tesla Motors started to develop the electric sports car since 2004 and continues to be the sole automaker that has managed to sell electric cars that are highway–capable. The Tesla Roadster for example has an acceleration that is faster compared to other supercars but has the energy efficiency that is twice that of the Toyota Prius.

It remains to be the only car that delivers performance and has no tailpipe emissions with a carbon footprint considerably lower than any sports car. Tesla is headquartered in Silicon Valley in California. The company has sold more than 1,000 cars in 21 countries.

Tesla has been called by Advertising Age magazine as one of the "hottest brands" in America. The Tesla Roadster in fact has started to become the must-have car for European royalty, Hollywood celebrities, and even the socially aware and responsible trendsetters.

Press Release

TAG Heuer Tesla Roadster

Pioneering luxury Swiss watchmaker TAG Heuer and electric carmaker Tesla Motors have teamed up in a worldwide partnership as the iconic Swiss brand celebrates its 150th anniversary.

On display at the Geneva Motor Show is the 2010 TAG Heuer Tesla Roadster. This one-of-a-kind collector’s car includes a unique interior by Tesla Tesla Chief Designer Franz von Holzhausen, incorporating TAG Heuer avant-garde design elements and a specially designed center console due to host TAG Heuer’s cutting edge concept watch, to be revealed in Basel on March 18.

This car also features a TAG Heuer Meridiist mobile phone as well as a one-fifth second Heuer Limited Edition Stopwatch. This Swiss-made timepiece with mechanical movement pays tribute to the 1860 founding of the company and evoques the mythic revival of the brand’s vintage stopwatches.

The car’s exterior color scheme is Foucault Field Gray, embodying the innovative spirit of both companies. The design was inspired by the new TAG Heuer concept watch, a technical milestone in mechanical movements, which brings technologically advanced art to life through motion.

The 2010 TAG Heuer Tesla Roadster will remain at the Tesla booth during the public show days, March 4-14 at the Palexpo-Geneva conference center. The car will then be driven to Baselworld, the world’s largest watch exhibition, for a special event March 18.

Since its founding in an artisan’s workshop in the Swiss Jura, TAG Heuer has become one of the world’s best-known luxury brands — maker of avant-garde watches, eyewear and premium mobile phones for refined consumers around the globe.

TAG Heuer, a star brand from the luxury group and worldwide leader Louis Vuitton Moet Hennessy (LVMH), also has deep roots in the automotive sector. Company founder Edouard Heuer received in 1911 the patent for The Time of Trip, the first car dashboard chronograph, followed in 1933 by the Autavia — the first dashboard timekeeper for both automobiles and aviation. The benchmark in cutting-edge chronographs and timekeeping technology since 1860, TAG Heuer is the watch brand that can claim the longest and strongest association with motor sports and dream cars. Both watches and chronographs are inspired and driven by motor sports, from Formula One to GT cars.

"TAG Heuer has a rich history and expertise with the world’s most prestigious racing teams — but this is the first ever partnership we’ve forged with an electric sports car company," said Jean-Christophe Babin, President and CEO of TAG Heuer. "We believe that high-performance drivers are increasingly searching for products that are efficient, socially responsible and stylish. TAG Heuer and Tesla are two of the few companies arleady achieving these ideals today."

Tesla Motors began developing an electric sports car in 2004 and remains the only automaker selling highway-capable electric cars. The Tesla Roadster accelerates faster than nearly any other supercar yet is twice as energy efficient as a Toyota Prius — the only car that delivers supercar performance guilt-free, with zero tailpipe emissions and a carbon footprint dramatically lower than any comparable sports car.

Based in California’s Silicon Valley, Tesla has delivered more than 1,000 cars to consumers in 21 countries. Advertising Age magazine recently named Tesla one of America’s "hottest brands." The Tesla Roadster Tesla Roadster is quickly becoming the must-have car among Hollywood celebrities, European royalty and socially responsible trendsetters worldwide.

"Engineers at both TAG Heuer and Tesla understand intuitively that technology — whether worn on your wrist or driven on the road — can help us live better while we tread more lightly on this planet," said Tesla CEO Elon Musk.

The CEOs of TAG Heuer and Tesla, along with celebrity customers of both companies, will launch their next collaboration in style on March 18 at a party during Baselworld 2010. This nine-month project, commemorating TAG Heuer’s 150th anniversary, will have worldwide reach and will raise awareness of technological innovation to consumers on three continents.

If you liked the article, share on:



Fiat celebrates its 120th anniversary at the 2019 Geneva Motor Show by unveiling a special concept car that expresses its bold, democratic future vision as derived from its rich history...
by - May 10, 2019
Aston Martin’s Lagonda luxury marque is confirming its plans to launch an all-new crossover in the near future by unveiling a new concept at the 2019 Geneva Motor Show. Dubbed...
by - May 8, 2019
Mercedes-AMG won't be so silent about its performance aspirations as the high-performance arm of Mercedes-Benz unveiled another hardcore model at the 2019 Geneva Motor Show. This time around, the performance...
by - April 24, 2019
The vivid story of luxury performance that goes by the name of Mercedes-AMG S65 is nearing its end. AMG is basically signaling this fact by unveiling a final edition of...
by - April 23, 2019
The 2019 Geneva Motor Show is serving as a witness to the unveiling of the Mercedes-Benz GLC Facelift. It has already been nearly four years since Mercedes-Benz launched the GLC...
by - April 22, 2019