TAG Heuer & Porsche | An Authentic Alliance
by Lauren Kelly
The Swiss luxury watchmaker TAG Heuer and the German sports car manufacturer Porsche have joined forces to create a long-term partnership. The companies’ shared appreciation for motor racing, innovation, and entrepreneurship make them a perfect match. TAG Heuer and Porsche have both risen to the forefront of their respective industries with these core values in mind, and together they will be in a league of their own.
The histories of the two brands share a richness and admiration for cutting-edge technology and design, periodically intersecting. Notably, the two met when Steven McQueen wore a Heuer logo during the filming of Le Mans in 1970, all while racing in a Porsche 917. Over the years, TAG Heuer became a frequent partner in sports car racing, only bringing the two closer together. Both World’s Fair medal-recipients (Edouard Heuer in 1889 and Ferdinand Porsche in 1900), the two have consistently been recognized for their advancements—the likes of which only continues through their most recent intersection.
This iconic collaboration is off to a start with a brand new watch: The TAG Heuer Carrera Porsche Chronograph. The watch is based on TAG Heuer’s Carrera Sport Chronograph design that seamlessly incorporates iconic features from Porsche. Using Porsche’s recognizable font for the indexes and engraving on the bezel, employing Porsche’s red, black, and grey, all combined into a precisely engineered watch marries the ethos of the two companies’ designs. This timepiece is the first of many brilliant projects to arise out of this partnership.
