TAG Heuer and Porsche are starting a new cooperation. This is described by both sides as “the strongest partnership ever between a carmaker and a watch brand”. Both companies can look back on a long tradition in motorsport. Likewise, each has strong families behind the brand core. TAG Heuer’s history goes back to Edouard Heuer, who produced the world’s first chronograph. At the sports car manufacturer, it was Ferdinand Porsche and his son Ferry who made the surname famous. They have also been using the Italian word ‘Carrera’ for various models for decades. Porsche since a victory in the Carrera Panamericana race in Mexico in 1954 and TAG Heuer since their invention of a racing watch in 1963. Now, Porsche and TAG Heuer are coming together. To celebrate the start of this cooperation, the TAG Heuer Carrera Porsche Chronograph will be released soon.
Frédéric Arnault on the cooperation
Frédéric Arnault, CEO of TAG Heuer, sums up his emotions as follows: “TAG Heuer and Porsche share a common history and values, but above all a common attitude. Like Porsche, we are always looking for something new and better, for the ultimate in performance. With this partnership, TAG Heuer and Porsche are finally joining forces after decades of encounters and will create unprecedented experiences and products for customers and fans of both brands who share our values and enthusiasm.”
Detlev von Platen on the cooperation
As Member of the Executive Board for Sales and Marketing at Porsche AG, Detlev von Platen also commented on the new partnership: “Our brand’s strong friendship with TAG Heuer has existed for decades, and I am very happy that we are now taking the next steps in a strategic partnership. We bring together what customers love most about both brands: an authentic story, exciting sporting events, unique life experiences and the fulfillment of dreams. Our common goal is to create unique, magical moments for our customers. We look forward to doing this together now.”
Carrera Chronograph in Porsche colors
Jack Heuer, the great-grandson of the company’s founder, not only invented the Carrera Chronograph, but also the Heuer Monaco. As a waterproof chronograph with a square case, it broke with typical watchmaking traditions. It was a similar story with Porsche, which sent the 904 Carrera GTS and the 911 as sports cars to the Rallye Monte Carlo. The two companies have been linked in motorsport for decades. Now the first freely purchasable wristwatches are following suit. Based on the TAG Heuer Carrera Sport, the Porsche special model gets a bezel with engraved Porsche lettering and indices in the matching font. For the dial, TAG Heuer creates an asphalt effect. The colors red, black and grey match the brand colors from Zuffenhausen. The transparent case back allows a view of the redesigned oscillating weight. In addition to a calfskin strap, there is also a purist metal bracelet available.
Images: TAG Heuer