The firms explain that this marks the beginning of “an official collaboration” that will result in “the closest association in history between an automobile manufacturer and a luxury watchmaking brand.” Both brands are already united in Formula E, where the watchmaker gives its name to the Porsche team since the 2019-2020 season.
Now, Porsche and TAG Heuer have decided to renew their vows to establish a long-term collaboration that will encompass both competition and product development. The TAG Heuer Carrera Porsche Chronograph watch, introduced today, serves to seal the alliance.
“There has been a great friendship between our brand and TAG Heuer for decades, and I am immensely happy that we are now taking the next step as part of a strategic partnership,” said Detlev von Platen, Member of the Executive Committee for Sales and Marketing at Porsche
“With this alliance, TAG Heuer and Porsche are finally officially joining forces after decades of close contacts, and will create unique products and experiences for customers and fans who are passionate about our brands,” said Frédéric Arnault, CEO of TAG Heuer.
TAG Heuer Carrera Porsche Chronograph
In addition to the Formula E team, the announcement has hinted at further integration in the Endurance World Championship, as well as special collaborations in the one-make Porsche Carrera Cup. It will also cover the field of eSports, where TAG Heuer already supports the Porsche Super Cup.
In the field of products, the first collaboration is a TAG Heuer Carrera Porsche watch that uses a name – Carrera – that holds special significance for both parties. The watchmaker created the first model of this series in 1963 and the automobile company has used it as a signature for decades for its triumph in the 1954 Carrera Panamericana.
The TAG Heuer Carrera Porsche Chronograph Special Edition takes the basis of a Carrera Sport Chronograph and adds aesthetic details inspired by Porsche, such as a transparent glass on the case back that reveals a design inspired by the steering wheel of a car.
The dial sports a finish that imitates asphalt and even the inscription of the word ‘Porsche’, also present on the case. The typography of the hour numbers mimics that of a sports car instrument panel. The strap is made of calfskin and includes seams inspired by the interior of a Porsche. It can also be made of steel.
TAG Heuer Carrera Porsche Chronograph
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