TAG Heuer and Porsche are getting married. And a super watch is already born


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In the nautical world, the watch on the wrist is never missing. A deep bond that unites sportsmen and women of all kinds from sailors to fishermen. In the motor world, this synergy is perhaps even more powerful. And that is also why TAG Heuer and Porsche today agreed to sign an alliance that is being called “the strongest partnership between a carmaker and a watch brand.”

TAG Heuer and Porsche, this is how a super watch is born.

With a shared history, also marked by shared successes throughout history, TAG Heuer and Porsche join forces to create a series of collaborations together in total synergy. And what better way to celebrate this union than with a new watch: the TAG Heuer Carrera Porsche Chronograph.

TAG Heuer and Porsche: the story

It all started with two self-made men, entrepreneurs starting from scratch who created something unique. We are talking about Edouard Heuer and Ferdinand Porsche. Pioneers in their respective fields, Heuer created the first manufacture chronograph and Porsche developed the electric motor on the wheel hub. Award-winning successes at world fairs in Paris even before the turn of the 20th century with Heuer won it in 1889, while Porsche presented the first Lohner-Porsche electric vehicle at the 1900 Paris Exposition.

The origins of today’s bond, however, are in the descendants of the founding fathers. Ferdinand Porsche’s son Ferdinand Anton Ernst, also known as Ferry, founded automotive brand in 1948. Within a few years, the Porsche name was already synonymous with speed and resounding victories, such as the one at the 1954 Carrera Panamericana. To celebrate that victory, a model was born with a name that would go on to make car history: the Porsche Carrera.

heuer carrera

Nine years later, in 1963, the first Heuer Carrera chronograph was born. The secret of this object? Be designed to allow riders to read the time at a glance while they are launched at full speed. Then a series of more or less formal collaboration agreements until 1999 with events such as the Porsche Carrera Cup and Supercup races, followed by the World Endurance Championship.

We come to the last few years. As a founding partner of the Formula E championship, TAG Heuer has been actively involved in the birth and visibility of the electric car championship. Then in 2019 Porsche created its own Formula E team with TAG Heuer as its title and timing partner.

TAG Heuer Carrera Porsche Chronograph: the first in a long series.

Today this whole thing has turned into a real marriage. In addition to the TAG Heuer Carrera Porsche Chronograph, 2021 will feature a rich portfolio of joint projects, reflecting the commitment to speed and precision sports that unites TAG Heuer and Porsche.

What the Porsche and Tag Heuer watch looks like.

In this chronograph the Porsche inscription is engraved and visible on the bezel. The font is unmistakable and also used for indexes. Porsche colors of red, black, and gray (also reminiscent of historic Heuer models) are incorporated throughout the watch, and the oscillating weight, redesigned as a tribute to the famous Porsche steering wheel, is prominently displayed through the sapphire crystal caseback and features the printed “Porsche” and “TAG Heuer” inscriptions.

The asphalt effect of the dial, created especially for this watch, perfectly expresses the passion for the road, while the Arabic numerals are reminiscent of the numbers on the dashboard of a luxurious Porsche sports car.


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