Porsche and TAG Heuer have officially joined forces, and the first product of their new strategic partnership is a new watch, the TAG Heuer Carrera Porsche Chronograph.
The new chronograph pays tribute to the heritage of both brands, featuring Porsche’s engraved inscription on the bezel, an asphalt effect on the dial with Arabic numerals, and the carmaker’s colors – red, black, and grey.
The new timepiece will be available with either a soft strap in luxurious calf leather and stitching that echoes the interior of a Porsche, or an interlocking bracelet. At its heart, the new TAG Heuer Carrera Porsche Chronograph features the Calibre Heuer 02 manufacture movement with an impressive 80-hour power reserve.
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“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,” says Detlev von Platen, Member of the Executive Board for Sales and Marketing at Porsche AG. “We bring together what our customers love the most about both of us: authentic heritage, thrilling sports events, unique life experiences, and the fulfillment of dreams. We both strive to create some unique, magic moments for our communities. We now look forward to doing it together.”
Porsche’s relationship with TAG Heuer can be traced back to the late 1960s when Jack Heuer sponsored Jo Siffert, a Swiss racing driver and Porsche dealer. “In exchange for CHF 25,000, he would put our logo on his car and suit,” Jack Heuer, honorary chairman and great-grandson of the watchmaker’s founder, said back in 2005. “In addition, he could buy our watches at wholesale prices and resell them to his racing friends at a substantial profit. Which he did with great success because half of the paddock was wearing Heuer watches by the end of the 1969 season!”
This connection led to Steve McQueen wearing the Heuer logo on his racing suit (and a Heuer Monaco on his right wrist) during the filming of ‘Le Mans’ in 1970, in which he drove a Porsche 917. McQueen said at the time: “I drive the same car as Jo Siffert, and I want to wear the same suit as him.”
The new TAG Heuer Carrera Porsche Chronograph is priced at $5,850 on the leather strap and $6,050 on the steel bracelet.
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