TAG Heuer and Porsche join forces to form historic partnership

The luxury watch brand and the automaker kick off this collaboration with the launch of the TAG Heuer Carrera Porsche Chronograph watch.


The Swiss luxury watch brand, TAG Heuer, and the German car manufacturer, Porsche, have joined forces in a new project that is a historic event: never before has there been such a close collaboration between two representatives of these sectors. In addition, both share automotive DNA.

This partnership opens with the launch of the TAG Heuer Carrera Porsche Chronograph

. This agreement between these two companies will involve long-term cooperation in competitions and product development. However, what has been announced to inaugurate this partnership is the launch of a new watch: the TAG Heuer Carrera Porsche Chronograph, a chronograph that "is an exquisite example of coordination, cooperation and collaboration", as pointed out from the watch brand , and that has special characteristics closely linked to Porsche and TAG Heuer.

Linked from the 1960s to the present

The two companies were linked back to 1963 when Edouard Heuer's great-grandson Jack created the first Heuer Carrera chronograph (same name used by Porsche for its most powerful model). This watch was designed so that pilots in action could see the time at a glance.

From there, the link between the luxury watchmaking brand and motorsports continued: the Heuer Monaco and the Monaco Grand Prix; the logo of the Swiss brand on the driver's suit of Steve McQueen, driver of a Porsche 917; the union between the two companies in the Porsche Carrera Cup and Super Cup, the Formula E Championship ...

Big bet on Formula E

It is precisely in Formula E that the TAG Heuer Porsche team made history in its debut season. In 2019, André Lotterer achieved second place in the inaugural race in Saudi Arabia, being the first rookie team to reach the podium in the first race since the 2014/15 season. In its second year, this team will fight for greater challenges, such as winning the championship, thanks to André Lotterer and Pascal Wehriein, who are the two drivers who will drive the latest electric racing model from Porsche: the 99X Electric.

In addition, Porsche, together with TAG Heuer, has excelled in endurance events such as the FIA World Endurance Championship with the Porsche GT. This year, it will also be included in collaborations in 10 editions of the Porsche Carrera Cup and participation in virtual competitions such as the Porsche TAG Heuer Electronic Sports Super Cup.

Both entities point out the benefits of this agreement

In the words of Frédéric Arnault, CEO of TAG Heuer, this is the right moment for the brand to partner with Porsche: "TAG Heuer and Porsche have, of course, a history and values in common But the main thing is that we also share an attitude. Like Porsche, we are moved by a disruptive heart, always betting on high performance ".

"With this alliance, TAG Heuer and Porsche finally officially join forces after decades of close contacts, and will create unique products and experiences for customers and fans who are passionate about our brands and what we stand for," adds the CEO Swiss watch brand.

For his part, Detlev von Platen, Member of the Executive Committee for Sales and Marketing at Porsche AG states: "Our brand's strong friendship with TAG Heuer has existed for decades, and I am immensely happy that we are now taking the next steps in the future. framework of a strategic partnership ".

Photos from as.com
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