Tag Heuer inks partnership with Porsche; and launches new Carrera chronograph

By

Godfrey Deeny

Published
Feb 5, 2021

Tag Heuer has inked a partnership with automaker Porsche, and launched the link-up by unveiling a new watch, the Tag Heuer Carrera Porsche Chronograph.

Jointly the Swiss luxury watchmaker and the German sportscar manufacturer termed the agreement an “authentic alliance between two brands whose common DNA in motorsports and racing forges a holistic and long-term collaboration ranging from competition to product development.”

The deal makes concrete a relationship that has intersected for over half a century. Both brands have used the name Carrera for iconic products in their ranges, but this is first time the two collaborated together on a Carrera.

Back in 1954, as Porsche began to be associated with race track success all around the world, it achieved a class win in the Carrera Panamericana race. In honor of its successful participation, founder Ferdinand Anton Ernst Porsche named the marque’s most powerful engine Carrera. Over at Tag Heuer, Edouard Heuer, great-grandson of founder Jack, created the first Heuer Carrera chronograph in 1963, designed to let drivers tell the time at a glance in the heat of action.

Hence, the new timepiece unites Carrera, Porsche and Heuer – for the first time – in the spirit of the ‘Carrera’ (or ‘race’), embodying ambition, speed and technical excellence. Like the luxury cars, the new chronograph does not come cheap: it retails for 5,550 euros with a leather bracelet and 5,700 euros with a steel H-shape bracelet.

“Tag Heuer and Porsche have common history and values, of course, but more importantly, we share an attitude. Like Porsche, we are disruptors at heart, always in pursuit of high performance. 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,” said the watchmaker’s CEO Frédéric Arnault, the third son of Bernard Arnault, chairman and controlling shareholder of LVMH, the giant French luxury conglomerate that owns Tag Heuer.

Founded in 1860 in the Jura Mountains, Tag Heuer has 1,470 employees today. Its products retail in 139 countries and in 3,500 sales points.

Added Detlev von Platen, executive board member for sales and marketing at Porsche, “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. We bring together what our customers love the most about both of us: authentic heritage, thrilling sports events, unique life experiences and the fulfilment of dreams.”

Founded in 1931 and headquartered in Stuttgart, Porsche produces a quarter of a million luxury cars yearly, with revenues in excess of €20 billion.