TAG Heuer and Porsche join forces for stunning new chronograph

Iconic brands cement their decades-long unofficial partnership by launching sleek new model

Watchmakers TAG Heuer and car manufacturer Porsche have announced an extensive brand partnership with the launch of a new watch, the TAG Heuer Carrera Porsche Chronograph.

This new chronograph, based on TAG Heuer’s Carrera Sport Chronograph design, has a distinctive tachymeter scale engraved on the bezel and has features a number of design elements inspired by Porsche’s aesthetics.

Porsche’s engraved inscription is visible on the bezel, its font is used on the indexes and its iconic red, black and grey colour scheme is incorporated throughout the watch. For example, it is on clear display through the transparent cristal case back is the oscillating mass, which has been redesigned in tribute to Porsche’s celebrated steering wheel.

The chronograph is the first official collaboration in a lengthy association between the two iconic brands, which have crossed paths on numerous projects dating back to the 1960s.

“TAG Heuer and Porsche have common history and values, of course, but more importantly, we share an attitude," TAG Heuer CEO Frédéric Arnault says of the collaboration. "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, added: "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. We both strive to create some unique, magic moments for our communities. We now look forward to doing it together.”

The partnership will also extend into other areas including sports, motorsports and esports. For example, Porsche for is currently running its own golf activities like the Porsche Golf Cup, and is sponsor of the Porsche European Open golf tournament since 2015, both of which TAG Heuer will join.

Porsche also holds its own tennis tournament, the Porsche Tennis Grand Prix in Stuttgart, of which TAG Heuer will be the Official Timing, Watch and Chronograph partner moving forward and  which features some of the most talented women in the game. 


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