Luxury brand looks to electrify racing

As the new Formula E took to the track in Beijing on Sept 13 for its inaugural race, Swiss watchmaker TAG Heuer was there keeping track of the times, as the official timekeeper for the world's first racing series for zero emissions electric cars.

With its long history of automotive timekeeping, the legendary watchmaker provided millisecond timing information for the teams, drivers, and spectators.

"TAG Heuer is a brand that has a very long association with motor racing. It has specialized in chronographs and measured short times since 1860," Stephane Linder, chief executive of the company, told China Daily before the event.