TAG Heuer and Porsche Announce A New Partnership

In the spirit of the carrera, TAG Heuer and Porsche join hands to ink a new alliance that will see them collaborate on various projects in the future. But first up is the Tag Heuer Carrera Porsche Chronograph.

The word carrera means race in Spanish and it is of particular significance for both TAG Heuer and Porsche. Looking through the TAG Heuer stable today, almost 110 watches bear the Carrera name. As for Porsche, the Carrera car model first launched in 1955 was the first car that the German automaker produced, while the 911 Carrera remains one of its most popular models today. So, it makes sense for the two marques to come together and form a new partnership that will see a "holistic and long-term collaboration".

This alliance will see them both work together on product development as well as on several joint projects including motor races, e-sports, tennis and golf.

“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. “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.”

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Concurring with Von Platen is TAG Heuer CEO Frédéric Arnault, whose father is Bernard Arnault, chairman and chief executive of the LVMH group.

“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.”

See also: TAG Heuer Monaco Turns 50

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

—TAG Heuer CEO Frédéric Arnault

For the first creative collaboration of this partnership, it was only natural for the Carrera chronograph to be chosen. The TAG Heuer Carrera Porsche Chronograph, which is powered by the in-house Calibre Heuer 02 manufacture movement that boasts an impressive 80-hour power reserve, is a combination of elements synonymous with the universes of both marques.

Above The TAG Heuer Carrera Porsche Chronograph comes with either a calf leather strap or an interlocking bracelet

On the black ceramic bezel is a tachymeter as well as Porsche’s iconic engraved inscription in red and in its signature font, while Arabic numerals on the dial are inspired by those on the dashboard of Porsche sports cars. The colour elements used on the watch are red, black, and grey, which are similar to those employed on various historic Heuer models. Also of special mention is the dial's asphalt effect, created especially for this watch, which perfectly summarises the passion for racing and motorsports by both TAG Heuer and Porsche.

Above Watch Tag Heuer CEO Frédéric Arnault and Porsche senior executive Detlev von Platen unveil the partnership and introduce the commemorative Tag Heuer Carrera Porsche Chronograph

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Tatler Asia

TAG Heuer and Porsche Announce A New Partnership