SpotlightTAG Heuer And Porsche Join Hands, Unveiling The New Carrera Porsche Chronograph

The most storied collaborations you hear of from the world of watches are those between luxury watch and car brands, and it makes perfect sense, on various levels. They’re both products of mechanical engineering. Performance is of utmost importance for both. They have a similar appeal as items of luxury, and so on. However, the association between the two has been far more deep-rooted than these parallels. The intrinsic link between cars and watches can be attributed in a large way to the field of motor-racing, where timing is everything. Back in the day, timing depended entirely on mechanical timekeeping devices, and such products from some of the biggest names in watchmaking today are those that put them on the map to begin with. TAG Heuer have been among them. They are probably more associated with the world of motorsports and automobiles than any other brand. So when they announced a new partnership with the Stuttgart-based luxury carmakers, Porsche, it came as no surprise. Yet, it’s terribly exciting to think about, because it’s a collaboration that feels like a true match made in heaven—one that you might even think always existed. Aside from the shared values of cutting-edge technology, mechanical perfection and innovativeness, there’s a lot that one can find in common between each brand’s past, especially the name Carrera.

When TAG Heuer announced a new partnership with the Stuttgart-based luxury carmakers, Porsche, it came as no surprise. Seen here is the new Carerra Porsche Chronograph

It’s terribly exciting to think about this partnership, because it’s a collaboration that feels like a true match made in heaven—one that you might even think always existed

Aside from the shared values of cutting-edge technology and mechanical perfection there’s a lot that one can find in common between each brand’s past, especially the name Carrera

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Two Intersecting Journeys

While both Edouard Heuer and Ferdinand Porsche excelled in their own fields of watchmaking and automobile innovation, each earning acclaim and prizes in the late 19th century, it was their sons whose work made their paths come closer. Porsche’s son, Ferdinand Anton Ernst founded the brand Porsche in 1948—a name that would see success on race tracks worldwide, particularly their significant win at the Carrera Panamericana 1954 race. To commemorate that victory, Porsche call their most powerful engine ‘Carrera’. Meanwhile, in Switzerland, Jack Heuer—Edouard Heuer’s great-grandson, a racing enthusiast—was in the process of developing a watch that could perform the accurate timekeeping and durability that racing demanded. He was inspired by the Carrera Panamericana Mexico Road Race, which is said to be the ‘world’s most gruelling open-road endurance competition’. The TAG Heuer Carrera watch was thus born in 1963.

'The Monaco Grand Prix inspired Heuer’s iconic Monaco watch, while the famous race was won by the Porsche 911 multiple times in the late 60s.' Seen here is a contemporary 911

The two brands were on the same turf even at the Monaco Grand Prix, which inspired Heuer’s iconic Monaco watch, while the famous race was won by the Porsche 911 model multiple times in the late 60s. A promotional initiative by Jack Heuer even led to actor Steve McQueen wearing the Heuer logo on the racing suit that he donned portraying a race-car driver in the film Le Mans. As a participant in the renowned ‘24 Hours of Le Mans’ race, McQueen’s character famously wore a Monaco watch in the film, and drove a Porsche 917.

Partnership Perspectives

So in a lot of ways, paths have crossed for these two brands that have been so involved in the world of motorsports. It’s fitting then that this collaboration will be ‘long-term, ranging from competition to product development’ as they put it. “TAG Heuer and Porsche have common history and values, of course, but more importantly, we share an attitude,” stated TAG Heuer’s CEO, Frédéric Arnault at the announcement. “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.”

The set for the announcement of the partership between the Swiss TAG Heuer and the German Porsche

At the announcement: TAG Heuer’s CEO, Frédéric Arnault (left), and Detlev von Platen, from the executive board for sales and marketing at Porsche AG

The two iconic names already have a lot going for them in existing team sports, with associations such as the electric-car racing TAG Heuer Porsche Formula E Team, the virtual racing Porsche TAG Heuer Esports Supercup, and so on. “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,” expressed Detlev von Platen, from the executive board for sales and marketing at Porsche AG. “We bring together what our customers love the most about both of us: authentic heritage, thrilling sports events, etc. We both strive to create some unique, magic moments for our communities.”

An Ambassador In Common

Echoing these sentiments with even more enthusiasm was race-car driver and Hollywood actor Patrick Dempsey, who happens to be an ambassador for both brands. Speaking from the United States, Dempsey gushed, “It means so much to me personally. Because I’ve been a brand ambassador for both TAG Heuer and Porsche, and I’ve been wanting this to happen for a long time, and now it has. Congratulations, TAG Heuer and Porsche—coming together, finally! I’m so happy.” The former Grey’s Anatomy star could not contain his excitement as he went on to mention the new special edition TAG Heuer Carrera Porsche Chronograph. “They’ve created an amazing watch. It’s a Carrera-Porsche chronograph, and it’s absolutely beautiful,” he said. “I can’t wait to wear it to the track.”

“It means so much to me personally. Because I’ve been a brand ambassador for both TAG Heuer and Porsche, and I’ve been wanting this to happen for a long time, and now it has. Congratulations, TAG Heuer and Porsche—coming together, finally! I’m so happy,” expressed Patrick Dempsey, race-car driver and Hollywood actor

The New TAG Heuer-Porsche Watch

The watch itself presents a lot of Carrera staples that are quite recognisable, such as the chiselled lugs, the tachymeter, the big numerals, the visibly large chronograph pushers and crown, sporty coloured accents, and so on. The overall appearance is pretty standard—a handsome sports chronograph like any other Carrera. It’s once you really focus on the details that you see the nuanced brilliance of this edition. The biggest triumph here is the interplay of textures that complement each other for a splendid visual impact. From the snailed chronograph counters and the raised, applied minute marker numerals and arrow markers with their Super-LumiNova, to the asphalt-inspired texture on the grey dial, it’s all very impressive. Attention to detail is undeniable.

The other nods to motorsports in the design are also a direct reference to TAG’s new partner. The obvious element is the Porsche logo on the tachymeter. More subtle details are the oscillating mass of the automatic calibre, modelled after Porsche steering wheels—visible through the sapphire crystal caseback—and the stitching on the black calf leather strap to mimic the leather seats seen in Porsche cars. It’s a beautiful watch no doubt, even if it doesn’t immediately look like a flashy new novelty.

The product side of this partnership will continue. Perhaps one might see TAG Heuer clocks on the dashboards of Porsche cars even, since TAG do have experience in that area as well. Though it seems like the world of sports will be the primary manifestation of this collaboration, even in sports such as golf and tennis it seems. Common associations are in the offing, with TAG Heuer expected to partner with events such as the Porsche European Open golf tournament and the Porsche Tennis Grand Prix in Stuttgart. However, motorsport professionals and enthusiasts such as Dempsey have the most to rejoice about. For them it might almost seem like the couple they were ‘shipping’ together have finally paired up.