Fuelled by a common history with innovation and motor racing at its core, and led by visionary families whose values of entrepreneurship, precision and performance propelled them to the forefront of their respective industries, TAG Heuer and Porsche have joined forces to unveil an extensive partnership that will set a new standard for brand integration.
Enter the strongest ever partnership between a car manufacturer and watch brand – TAG Heuer and Porsche.
The Swiss luxury watchmaker TAG Heuer and the German sportscar manufacturer Porsche have announced their new partnership: an authentic alliance between two brands whose common DNA in motorsports and racing forges a holistic and long-term collaboration ranging from competition to product development. A new watch, the TAG Heuer Carrera Porsche Chronograph, is unveiled as the first celebration of the iconic brands.
The two brands have a number of things in common, from their rich histories and reputations for innovation to cutting-edge technologies, powerful and independent mindset, and a knack for excellence in design.
TAG Heuer CEO Frédéric Arnault says that the time is right for his brand’s partnership with Porsche: “TAG Heuer and Porsche have common history and values, of course, but more importantly, we share an attitude. Like Porsche, we are disruptors at heart, always in pursuit of high performance. With this alliance, TAG Heuer and Porsche finally come together officially after decades of close encounters and will create unmatched experiences and products for customers and fans that are passionate about both our brands and what we stand for.”
“The strong friendship of our brand with TAG Heuer exists since decades and I am more than happy that we are now taking the next steps in the frame of a strategic partnership,” says Detlev von Platen, Member of the Executive Board for Sales and Marketing at Porsche AG. “We bring together what our customers love the most about both of us: authentic heritage, thrilling sports events, unique life experiences and the fulfilment of dreams. We both strive to create some unique, magic moments for our communities. We now look forward to doing it together.”
TAG Heuer Carrera Porsche Special Edition 44mm Watch CBN2A1F.BA0643
The two icons of design, quality and innovation have teamed up to craft two very special watch editions. The sporty designs are full of references to both brands, upholding the excellence of their names, without diluting the essence of either.
The Carrera is a name that has been associated with TAG Heuer and Porsche for generations, so it was a natural choice for the first creative product collaboration – the TAG Heuer Carrera Porsche Chronograph. The new chronograph offers a first glimpse at what they can achieve together.
They are an exquisite example of coordination, cooperation and collaboration. Based on TAG Heuer’s Carrera Sport Chronograph design, with its distinctive tachymeter scale engraved on the bezel, it introduces a number of features inspired by Porsche’s design essence.
Porsche’s engraved inscription is visible on the bezel and the unmistakable font is also used for the indexes. The Porsche colours of red, black, and grey – which also recall historic Heuer models – are incorporated throughout the watch, and on clear display through the transparent cristal case back is the oscillating mass, which has been redesigned in affectionate tribute to Porsche’s celebrated steering wheel. The dial’s asphalt effect, created especially for this watch, perfectly expresses a passion for the road, whilst Arabic numerals bring to mind the numbers on the dashboard of fine Porsche sportscars.
This ground-breaking timepiece is presented either on a soft strap in luxurious calf leather and innovative stitching that echoes the Porsche interior or on an interlocking bracelet reflecting streamlined racing design. At the heart of this stunning timepiece is the in-house Calibre Heuer 02 manufacture movement with an impressive 80-hour power reserve.
TAG Heuer Carrera Porsche Special Edition 44mm Watch CBN2A1F.FC6492
The official partnership between TAG Heuer and Porsche may be on its starting line but it has been built on a remarkable foundation: the shared heritage and the common interests of two of the world’s favourite and most dynamic luxury brands. It is a true collaboration developed over decades on some of the world’s most challenging racetracks and on the wrists of drivers who were the very embodiment of Jack Heuer’s motto, “Time doesn’t stop. Why should we?”
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