Porsche and the Swiss luxury watch manufacturer TAG Heuer have joined forces in a strategic brand partnership. Within the framework of the holistic and long-term alliance, the premium manufacturers intend to jointly approach both sports competitions and the development of products. As a first step, the partners unveiled a new watch, the TAG Heuer Carrera Porsche Chronograph.
With its sale to the TAG Group, Heuer became TAG Heuer in the mid-1980s. At this time, the Porsche and TAG Heuer jointly developed and produced the TAG Turbo Engine that enabled the McLaren team to win three consecutive F1 world titles: with Niki Lauda in 1984, followed by Alain Prost in 1985 and 1986. In 1999, the relationship between Porsche and TAG Heuer grew even stronger – from the Porsche Carrera Cup and Supercup competitions, followed by the Endurance World Championship and more was yet to come. Porsche created its own Formula E team with TAG Heuer as title and timing partner in 2019, marking a starting point for an even more powerful and far-reaching collaboration.
Carrera as an icon of a name has been associated with Porsche and TAG Heuer for generations – so it was a natural choice for the first creative product collaboration. A tribute to the heritage of two brands, the new chronograph offers a first glimpse at what they can achieve together and is a seamless blend of the Porsche and TAG Heuer universes, reflecting the excellence of both names without diluting the essence of either.
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. It is printed with “Porsche” and “TAG Heuer”.
The dial’s asphalt effect, created especially for this watch, expresses a passion for the road, while Arabic numerals suggest the numbers on the dashboard of fine Porsche sportscars. The 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 the timepiece is the in-house Calibre Heuer 02 manufacture movement with an impressive 80-hour power reserve.