The alliance is a fitting one, taking into account the common DNA shared in motorsports and racing, but not forgetting years of friendship between both brands.
It all goes back to two self-taught entrepreneurs, Edouard Heuer and Ferdinand Porsche. Heuer is credited with the creation of the first manufactured chronograph, and Porsche with the invention of an electric wheel hub motor. Both accomplishments earned medals at World’s Fairs in Paris, albeit 11 years apart with Heuer honoured in 1889, and Porsche’s presentation of the first Lohner-Porsche Electromobile in 1900.
The names Porsche and Heuer went on to achieve remarkable things in their respective fields. Ferdinand “Ferry” Anton Ernst, Porsche’s son, joined the family business at the age of 22 and officially marked Porsche as a company, in 1948. Success ensued on the race tracks worldwide, which included a win in the Carrera Panamericana race of 1954. The triumph was marked with Porsche calling its most powerful engine ‘Carrera’.
The very same name would have equal importance to Heuer. Years later in 1963, Edouard Heuer’s great-grandson Jack who led the watchmaking company for decades created the first Heuer Carrera chronograph, deliberately as a useful accessory for race-car drivers in the heat of action.
Time would go on linking the two brands together through collaborations, which included a sponsorship agreement with racing driver and Porsche dealer Jo Siffert, and the production of the TAG-Turbo engine that helped the McLaren team win three consecutive F1 world titles onwards from 1984. Porsche later created its own Formula E team with TAG Heuer as its title and timing partner in 2019.
TAG Heuer CEO Frédéric Arnault said that the time is right for the two brands to collaborate on a chronograph. “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.”
Detlev von Platen, Member of the Executive Board for Sales and Marketing at Porsche AG, also shared: “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.”
With the collaboration comes the unveiling of the TAG Heuer Carrera Porsche Chronograph. This groundbreaking timepiece celebrates both brands with distinct style: Porsche’s engraved inscription on the bezel, its signature font used for the indexes, the official colours of red, black and grey, and a transparent Cristal case back redesigned to resemble Porsche’s steering wheel. The dial’s asphalt effect was created especially this model with Arabic numerals akin to numbers on the dashboard of its sportscars.
TAG Heuer showcases its fine craftsmanship and elegance with the option of a calf leather strap, or an interlocking bracelet. This timepiece features the in-house Calibre Heuer 02 manufacture movement with an impressive 80-hour power reserve. The chronograph mechanism’s vertical clutch and column wheel proudly demonstrate the watchmaker’s talent for precision.
The TAG Heuer Carrera Porsche Chronograph is a Special Edition watch that comes in a bespoke packaging with a black travel pouch, and inside it a soft red interior, unmistakably a nod to Porsche.
(All images: TAG Heuer)