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TAG Heuer unveils new watch collaboration with Porsche
By Shivani Dubey | 17 June 2024 | Design, Style, Wealth
TAG Heuer has collaborated with Porsche to unveil a new iteration of their Carrera chronograph in a tribute to the longstanding partnership between the two luxury brands
TAG Heuer has unveiled a brand new iteration of their Carrera chronograph, created in collaboration with Porsche. The TAG Heuer Carrera Chronograph x Porsche 963 watch is a way for the Swiss brand to celebrate “the spirit of endurance racing and technological innovation”.
The watch is inspired by the Porsche 963 and is limited to just 963 pieces, in a nod to the name of the racing car. This timepiece blends automotive engineering with horology, with the subdials featuring four SuperLumiNova (SLN) blocks, inspired by Porsche’s LED light design on the Porsche 911.
In the dark, the SLN blocks on the dial, along with the SLN-coated date revealer, illuminate the Porsche-inspired design elements. These elements ensure legibility in all conditions. 
The watch also features a skeleton dial with tubular shapes reminiscent of Porsche’s racing car chassis, while the bezel is made from forged carbon that features a luminescent Porsche logo. The colours chosen for the watch are the racing colours of Porsche motorsport: white, red and black. Additionally, the watch incorporates Porsche’s steering wheel motif in the oscillating mass, and a Porsche logo in 3D on the side of the steel case.
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TAG Heuer and Porsche share a rich history. For around 70 years, their paths have been crossing on and off the racetrack thanks to their joint roots in motorsports, with a common thread being the Carrera name itself. 
Its origins begin at the Carrera Panamericana race, reputed to be one of the most dangerous in the world. It inspired Porsche, which won its first-class victory at this race in 1954, to name its most powerful engine variants Carrera. At the same time, Jack Heuer chose to name his new 1963 chronograph Carrera, after hearing about the race’s highly evocative name in 1962.
Speaking about this new collaboration, Julien Tornare, CEO of TAG Heuer expressed their pride at working on this timepiece with Porsche, and wished them well on their upcoming races.
“The TAG Heuer Carrera Chronograph x Porsche 963 is an exceptional horological piece that represents all the values we stand for: design excellence, endurance, and the surpassing of one’s limits,” said Julien. “We particularly look forward to Porsche’s performance this year and wish all the best to the Porsche team on the racetracks.”