Revving up on the starting line for spring 2021, the new, inaugural TAG Heuer x Porsche Carrera watch combines heritage, striking design and technical innovation for an elegant timepiece that will set horological pulses racing…
Some marriages are simply meant to be. While the new TAG Heuer x Porsche Carrera watch has been developed in the greatest secrecy, now it has been launched the reaction will likely be, ‘But, of course!’
This is not least because, while this is the first watch collaboration between the two, these famous firms have worked together for decades. So much so you find yourself wondering how come they haven’t co-created a timepiece before. After all, the TAG Heuer Carrera chronograph and the Porsche Carrera car models are even named after the same Mexican road race, the gruelling Carrera Panamericana of the 1950s.
Up to now, though, the relationship between watch maker and car maker has been based on happenstance and mutual admiration rather than anything more formal. Take, for example, the way in which legendary Swiss racer – a driver for Porsche and a Porsche dealer – Jo Siffert wore a Heuer logo on his race suit and how this prompted Steve McQueen to do the same in the 1971 film Le Mans, in which he drove a Porsche 917. The Hollywood star also wore the square Heuer Monaco chronograph in the movie.
But now, Frédéric Arnault, TAG Heuer’s CEO, says it is the right time to make the relationship official. ‘We have a common history and share values, of course, but more importantly we share an attitude. With this alliance TAG Heuer and Porsche come together officially after decades of close encounters.’
Importantly, both parties were determined that this would not be just another one-off watch-and-motoring link-up. The new watch is, therefore, just the first step in a relationship that will see developments in watches and cars over the next few years, as well as official partnerships with the Porsche GT Team World Endurance Championship, the Porsche Carrera Cups, the Porsche Esports Supercup and the Porsche Classic races of vintage motors.
“Robert Johnston Journalist and former style director of GQ”