TAG Heuer and Porsche strike up a long-term partnership

TAG Heuer and Porsche strike up a long-term partnership

Taking its cues from two proud, historic houses, the TAG Heuer Carrera Porsche Chronograph promises to be the first of many joint enterprises

If one takes a moment to think about it, celebrated Swiss watchmaker TAG Heuer and pioneering German automotive doyen Porsche have surprisingly much in common. Yes, everything from their rich histories and reputations for innovation to cutting-edge technologies, powerful and independent mindset, and a knack for excellence in design. And certainly, Ferdinand Porsche and Edouard Heuer too were equally great visionaries and pioneers whose creations changed their chosen fields forever.

Just like with the unforgettable TAG Heuer Carrera timepiece, Porsche’s most legendary road car, the 911, was launched in 1963. The 911 debuted at the Frankfurt Auto Show and represented the first major evolution of the Porsche DNA, replacing the ageing but much-loved 356. With the birth of the 911, Porsche would begin a path to becoming one of the most prolific sports car brands in history.

And the original TAG Heuer Carrera was designed to answer the needs of motorsports pilots, and is suitably named after the legendary Carrera Panamericana – a race event on open roads in Mexico that took place between 1950 and 1954, similar to the legendary Mille Miglia and Targa Florio in Italy. The recipe for this watch was simple: a clean, uncluttered, ultra-legible and reliable instrument to measure time and average speed during races.

Now, TAG Heuer has kicked off 2021 by teaming up with Porsche for a wide-ranging partnership that includes a variety of initiatives, including racing and, naturally, a new special-edition chronograph. Based on the TAG Heuer Carrera Sport Chronograph launched in July of last year, the new TAG Heuer Carrera Porsche Chronograph is the first race-themed creation born of the two brands’ new relationship.


TAG Heuer CEO Frédéric Arnault points out that the time is certainly 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.”

Maintaining the established 44mm sizing, the Carrera Porsche Chronograph has a red/black/grey colourway that matches Porsche Motorsports’ iconic racing hues, a black Porsche-signed ceramic bezel, an asphalt-textured dark grey dial, luminous Arabic numerals, and comes with a choice of a sporty stitched leather strap or a steel bracelet. Porsche’s engraved inscription is clearly visible on the bezel and the unmistakable font is also used for the indices.

This groundbreaking timepiece is available 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. The chronograph mechanism’s vertical clutch and column wheel clearly demonstrate the brands’ unflinching demand for absolute precision.

Finally, the TAG Heuer Carrera Porsche Chronograph is a special edition watch and, thus, delivered in bespoke packaging with colours and a style consistent with the remarkable watch inside. The black watch box features the logos of TAG Heuer and Porsche in white. Meanwhile, inside the box sits a perfectly-sized black travel pouch with an unmistakably Porsche red interior.

Of course, hardcore Porsche aficionados will also know about the brand winning its class in the Carrera Panamericana race of 1954 and named its most powerful engine ‘Carrera’ as a result. Then, in the following decade, Edouard Heuer’s great-grandson, Jack, created the first Carrera chronograph, thus putting the two brand’s priorities in sync.

Jack Heuer so loved the theatre and excitement of racing that he strived to embed his watch brand into the fabric of top-tier motorsport all over the world. Soon, the TAG Heuer name adorned both the cars and racing suits of world champions and, by 1970, the world watched as the unflappable Steve McQueen jumped behind the wheel of a Porsche 917 race car in the film Le Mans – all while wearing a now exceedingly collectible TAG Heuer Monaco,

“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.  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,” reveals Detlev von Platen, Member of the Executive Board for Sales and Marketing at Porsche AG.

Yes, the TAG Heuer-Porsche pairing seems so darn natural, it’s hard to believe they weren’t partners before. After all, more than anything else, these two brands interweave the golden eras of motorsports and mechanical watches of the 1950s and ‘60s.

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