Porsche and Swiss luxury watch manufacturer TAG Heuer joined forces under a strategic brand partnership. In addition to product development, the first joint product of the two premium brands that will take part in automobile races together was the TAG Heuer Carrera Porsche Chronograph.
Under the strategic cooperation agreement signed between Porsche and TAG Heuer, both manufacturers will jointly act in sports competitions and in the development of products. The partners introduced a new watch, the TAG Heuer Carrera Porsche Chronograph, as the first step in their collaboration.
Indicating that Porsche has a long-standing friendship with TAG Heuer, Porsche AG Sales and Marketing Executive Board Member Detlev von Platen said, “I am very happy that we have taken new steps as part of a strategic partnership. We bring together the most loved things in both brands, creating a shared passion: authentic heritage, exciting sports events, unique life experiences and realization of dreams. We strive to create unique, magical moments for both brands. "We look forward to taking each step together now,"
Stating that TAG Heuer and Porsche share a common history and values, TAG Heuer CEO Frédéric Arnault said, “Most importantly, we share the same passion. Like Porsche, we are always in search of high performance at our core. With this partnership, TAG Heuer and Porsche have finally come together formally after decades of close contact. "We will create unique experiences and products for customers and fans who are passionate about both our brands and our products."
Two dates, one passion
The legacies of the two companies whose stories have been crossing for more than half a century are similar. Edouard Heuer and Ferdinand Porsche were pioneers in many subjects in many areas. Heuer won a prize with the first chronograph he produced and Porsche with a new electric motor in the wheel, 11 years apart: Heuer was honored in 1889, the first Lohner-Porsche Electromobil with this innovation was exhibited at the Paris fair in 1900.
The real cornerstones of today's partnership are the second generations of the founders of the brands. Ferdinand Porsche's son Ferdinand Anton Ernst, known as “Ferry”, joined his father's engineering office in 1931 at the age of 22, and in 1948 founded the car brand that bears the family's name. Within a few years, the Porsche name began to identify with track racing around the world, including the championship received in the 1954 Carrera Panamericana race. In honor of these achievements, the engine of the most powerful sports car at the moment was named 'Carrera'.
Edouard Heuer's great-grandson Jack led his family company for decades, and in 1963 created the first Heuer Carrera chronograph. Jack Heuer was also responsible for the development of the Heuer Monaco, the first square-face waterproof automatic chronograph watch. This model is remembered with both the Monaco Grand Prix race and Porsche's 911 model, the famous Monte Carlo Rally of the Principality, which it won in three consecutive years from 1968 to 1970.
TAG-Turbo Motor - Made by Porsche for the McLaren team
Heuer became TAG Heuer in the mid-1980s with the sale to TAG Group. Currently, Porsche and TAG Heuer have jointly developed and produced the TAG Turbo Engine, which enabled the McLaren team to win three consecutive F1 world championships: with Niki Lauda in 1984, with Alain Prost in 1985 and 1986. In 1999, the relationship between Porsche and TAG Heuer grew stronger since the Porsche Carrera Cup and Super Cup competitions, followed by the World Endurance Championship. In 2019, Porsche formed its own Formula E team with TAG Heuer as its title and timing partner, which marks the start of a stronger and far-reaching collaboration.
New sporting partnerships
In its second year, the TAG Heuer Porsche Formula-E team will now compete for the World Championship. Drivers André Lotterer and new teammate Pascal Wehrlein will be behind the wheel of the 99X Electric, Porsche's all-electric racing car. Porsche has long made a difference in endurance organizations and Team GT is ready for the upcoming FIA World Endurance Championship (WEC) with TAG Heuer. The milestone year will also include a series of partnerships in ten versions of the Porsche Carrera Cup, the only branded cup series worldwide.
Besides real races, TAG Heuer also participates in virtual races by supporting the Porsche TAG Heuer Esports Super Cup. In addition, the watch brand is a global partner in Porsche's "classic" events and rally races.
Moreover, both brands share their strong passion for tennis and golf. The main tennis organization is the Porsche Tennis Grand Prix in Stuttgart. Porsche has been supporting this organization, which started in 1978, since 2002. TAG Heuer will accompany the event, which has been repeatedly called the most popular tournament in its category, as an official partner for watches and chronographs. Porsche has been the title sponsor of the Porsche European Open, one of the most traditional tournaments across Europe since 2015 in golf. This year, TAG Heuer will be here as a partner for the first time.
Major partnership under the roof of Doğuş Group: Porsche x TAG Heuer
Doğuş Group, which works to create the standards of a better life by taking the lead of new discoveries that shape modern life, serves its customers with superior technology, high brand quality and a dynamic human resource with more than 300 companies and more than 18 thousand employees. Porsche Sales and Marketing Director Selim Ashkenazic "Dogus Group, we started our preparations for the post in Turkey Porsche and TAG Heuer global partnership as brands agreement under the roof in order to sign the local cooperation projects. We will make brand enthusiasts experience the advantage of being under the same roof with different collaborations within the Doğuş Group. " he gave the good news of new projects.
The TAG Heuer Carrera Porsche Chronograph
The Carrera name has been associated with Porsche and TAG Heuer for generations, so it's no coincidence that it was the first collaborative product. A tribute to the heritage of the two brands, the new chronograph shows at first glance what they can do together and reflects the characteristics and excellence of both as a perfect blend of the Porsche and TAG Heuer universes.
Porsche's memoirs are seen in the frame and the original font is used for indexes. At the same time, reminiscent of historical Heuer models, red, black and gray Porsche colors are incorporated throughout the watch, and the clear display behind the transparent crystal box features the oscillating mass redesigned with love for Porsche's famous steering wheel.
On the dial, the asphalt effect created especially for this watch expresses the passion for the road, and the numbers refer to the indicator of Porsche sports cars. The watch is offered with a soft strap with innovative stitching made of luxury leather, reflecting the interior of Porsche, or an interlocking bracelet that reflects modern racing design. At the center of the watch is the Caliber Heuer 80 production mechanism with an impressive 02-hour power reserve.