Tag Heuer X Porche: The King Of All Partnerships

By MW Desk

Marking one of the most substantial partnerships between a car manufacturer and a watch brand, TAG Heuer & Porsche come together to set a new standard for brand integration

Swiss luxury watch brand TAG Heuer and German sportscar manufacturer Porsche have long shared one of the most comprehensive and iconic partnerships of all time. From common history of being founded by self-taught entrepreneurs to a rich legacy of innovation and cutting-edge technology, TAG Heuer and Porsche share two stories with one passion.

Ferdinand Porsche’s son Ferdinand Anton Ernst founded Porsche in 1948. Within a few years, the car brand was closely associated with race track success across the globe, including a win in the Carrera Panamericana race of 1954. This led to the brand naming its most powerful engine, the Carrera. On the other hand, Edouard Heuer’s great-grandson Jack created the first Heuer Carerra chronograph in 1963. These two namesake innovations led to the two brands coming together.

The official brand partnership between TAG Heuer and Porsche is celebrated with a portfolio of joint projects, reflecting the brand’s shared commitment to speed and precision sports. Here are a few examples:


For 2021, TAG Heuer unveiled the Carerra Porsche Chronograph watch based on the Carerra Sport Chronograph design. From the distinctive tachymeter scale to the visible Porsche-engraved inscription on the bezel, each element of the watch reflects the design essence of both brands. Presented either on a soft strap in luxurious calf leather or an interlocking bracelet, the TAG Heuer Carrera Porsche Chronograph comes in a 44mm steel case with a ceramic black fixed bezel and a grey asphalt dial with three chronograph counters. It is powered by TAG Heuer’s in-house Calibre Heuer 02 manufacture movement with a power reserve of 80 hours.


For the third edition of the partnership, the Swiss watch brand unveils a TAG Heuer Connected watch with Wear OS exclusive car functions — the TAG Heuer Connected Calibre E4 — Porsche Edition. The luxuryconnected timepiece is inspired by the design of the iconic all-electric Porsche Taycan collection. It is compatible with the Panamera (G2 II models from 2022 onwards), Panamera (G2), 911 (992 models from 2022 onwards), 911, Cayenne (E3 models from 2022 onwards), Cayenne (E2 II), 718, Macan II/III, Macan, and Taycan models. Like the car itself, the hardware and software of the watch come in the same shade of frozen blue as the electric Taycan.


The second release celebrating the new chapter in the joint adventure between TAG Heuer and Porsche is the decidedly sporty timepiece, the TAG Heuer Carrera Sport Chronograph. Called the ‘ultimate in sportiness’, this new timepiece comes in a 44mm black DLC steel case with a ceramic black tachymeter bezel. The black dial features a unique texture inspired by the metallic bodywork of cars with a slightly glittery effect. Porsche’s racing yellow PANTONE is the inspiration behind incorporating the colour in various parts of the watch. Limited to just 1,500 pieces, the TAG Heuer Carrera Sport Chronograph is engraved with the mention One of 1500. It comes in a textile leather strap with yellow double stitching.

Reproduced with permission from Mansworldindia.com

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