This year, the long-running—and continuously unfolding—relationship between TAG Heuer and Porsche, is punctuated by a new partnership and a new collaborative timepiece
Swiss luxury watchmaker TAG Heuer and German sportscar manufacturer Porsche have a lot in common. Both brands are built upon rich histories and reputations for innovation, cutting-edge technology, independent mindsets and excellence in design. Interestingly, their stories have intersected more than once throughout the decades.
An Intersection of Legends
A particularly interesting case in point was Porsche’s streak of victories at various race tracks around the world, including a class win in the Carrera Panamericana race of 1954. This led to Porsche naming its most powerful engine at the time the Carrera. In 1963, Jack Heuer created the first Heuer Carrera chronograph, which was designed with a race car driver in mind.
This connection was forever solidified in the collective consciousness of the world when Steve McQueen appeared in the 1971 movie “Le Mans” wearing the Heuer logo prominently displayed on his racing suit. And, in the fictional 24 Hours of Le Mans auto race depicted in the movie, he drove a Porsche 917. It’s also worth noting that this is the car gave Porsche its first overall wins at the 24 Hours of Le Mans in both 1970 and 1971.
In the years to come, the relationship between TAG Heuer and Porsche steadily grew, up to quite recently, in 2019, when Porsche created its own Formula E team with TAG Heuer as title and timing partner. Today, in 2021, this ongoing friendship is marked by a new partnership, appropriately celebrated with the launch of a special edition timepiece.
“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,” said TAG Heuer CEO Frédéric Arnault. “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.”
This sentiment was echoed by Detlev von Platen, Member of the Executive Board for Sales and Marketing at Porsche AG, who noted: “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.”
Marking a New Chapter
So, let’s take a closer look at the aforementioned collaborative timepiece, the TAG Heuer Carrera Porsche Chronograph. The design of this new special edition watch is based on TAG Heuer’s Carrera Sport Chronograph with its distinctive tachymeter scale engraved on the bezel, now enriched by various features inspired by the design essence of Porsche’s automobiles.
First and foremost, the bezel features an engraved “Porsche” inscription. The unmistakable font used in the logo of the sportscar brand is also used for the indexes. These then stand out on a dial featuring a specially crafted asphalt effect. Another prominent element is color. The red, black and gray of Porsche—which, by the way, is also present on various historic Heuer models—are used throughout the watch.
Flip the watch over, and the transparent crystal case back reveals a redesigned oscillating weight. This part has been redesigned to pay tribute to Porsche’s distinctive steering wheel and has been inscribed with “Porsche” and “TAG Heuer” prints.
Beneath all of that, ticks the beating heart of the TAG Heuer Carrera Porsche Chronograph, namely the Calibre Heuer 02 manufacture movement. Besides its 80-hour power reserve, the movement’s chronograph mechanism features a vertical clutch and column wheel that perfectly demonstrate the brands’ unflinching demand for absolute precision.
Then, holding this new watch to your wrist is either a calf leather strap with innovative stitching that echoes the interior of a Porsche or on an interlocking bracelet reflecting streamlined racing design. Finally, the TAG Heuer Carrera Porsche Chronograph is presented in a bespoke watch box in black with the logos of TAG Heuer and Porsche in white, accompanied by a black travel box with a red interior—again, reminiscent of what you’d expect from a Porsche’s interior.
Interestingly, the launch of the TAG Heuer Carrera Porsche Chronograph only marks the starting line of the new partnership between the two brands. In 2021 and beyond, we’ll see TAG Heuer and Porsche team up again through venus such as the TAG Heuer Porsche Formula E Team, the Porsche TAG Heuer Esports Supercup. The two brands also have plans to extend their collaborative ventures into the realm of tennis and golf.
At the moment, however, this new, special edition watch marks a major and important milestone in one of the most exciting partnerships in the world of watchmaking.
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