Swiss watchmaker TAG Heuer and German luxury automaker Porsche have much in common. Both were founded by self-taught entrepreneurs (Edouard Heuer and Ferdinand Porsche); both earned medals for inventions at Paris World Fairs, only 11 years apart; both contributed revolutionary designs to their respective fields in the 1960s (the Heuer Monaco and the Porsche 911); both even use the term “Carrera” — Spanish for “race” — for one of their signature products (TAG Heuer’s famous racing-inspired watch and Porsche’s most powerful engine). For more than 50 years, the two marques have worked together on innovations and initiatives in the world of motorsports, but this year their parallel tracks finally merge, with the beginning of a new strategic partnership that will produce numerous co-branded products, starting with the watch unveiled today: the TAG Heuer Carrera Porsche Chronograph.
The watch, available from February 2021, adopts the classic tricompax design of the TAG Heuer Carrera, which was famously revamped last year, along with a number of Porsche-inspired aesthetic details. Among the latter are the red Porsche inscription emblazoning the engraved black ceramic tachymeter-scale bezel; applied numerals in a font used on Porsche dashboards; an asphalt-pattern dial created especially for this inaugural timepiece; and an overall color scheme in the classic Porsche colors of red, black and gray. Recessed into the gray asphalt surface are three black subdials with red details and azurage centers — a 30-minute chronograph counter at 3 o’clock, a 12-hour counter at 9 o’clock, and a running seconds indicator at 6 o’clock, overlapped by a date window.
The 44-mm steel case has an array of brushed and polished finishes and two pump-style chronograph pushers flanking a red-striped, fluted crown with an engraved TAG Heuer shield. The case is mounted on either a black calf leather strap or a steel bracelet with interlocking H-shaped links. The strap features another tribute to Porsche cars via its contrast stitching, which echoes the look of Porsche’s luxe leather interiors.
A final visual shout-out to Porsche automobile design comes via the movement, a specially modified version of the Caliber Heuer 02 that is now used extensively across the Carrera line as of last year. Displayed behind a screw-down sapphire caseback, the automatic movement has a black rotor that is formed to resemble a Porsche steering wheel and branded with both “Porsche” and “TAG Heuer.” Caliber Heuer 02 beats at 28,800-vph and amasses a lengthy power reserve of 80 hours. Its integrated chronograph function is driven by a column wheel mechanism with a vertical clutch.
The TAG Heuer Carrera Porsche Chronograph (which the watch brand calls a Special Edition, not a limited edition) is delivered in a distinctive black watch box with the logos of both TAG Heuer and Porsche in white, which also includes a sleek black travel pouch with a “Porsche red” interior. It retails for $5,850 on the leather strap and $6,050 on the bracelet. The partnership cemented by the launch of this timepiece — and surely others to come — is the culmination of a longstanding corporate friendship that began with Jack Heuer’s gentlemen’s arrangement with racing driver (and Porsche dealer) Jo Siffert in the 1960s; continued with Steve McQueen’s homage to Siffert, and his iconic watch and car, in the 1970 film Le Mans; and blossomed with the co-development of projects like the TAG-Turbo engine in the 1980s and the TAG Heuer-sponsored Porsche Formula E team in 2019. “TAG Heuer and Porsche have common history and values, of course, but more importantly, we share an attitude,” says TAG Heuer CEO Frédéric Arnault. “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, adds, “We bring together what our customers love the most about both of us: authentic heritage, thrilling sports events, unique life experiences and the fulfillment of dreams. We both strive to create some unique, magic moments for our communities. We now look forward to doing it together.”