Together for the Win

The ultimate tribute to icons of watchmaking and motorsports, and borne out of a deep connection from the thrills of the race track, TAG Heuer and Porsche – both founded by self-taught visionaries – join forces to celebrate a bold new partnership, by unveiling the TAG Heuer Carrera Porsche Chronograph and its new Hollywood brand ambassador – the first of many highlights that promise to be the gold standard in brand integration.

Lifestyle Insider The TAG Heuer Carrera Porsche Chronograph

They both share one of the biggest names in racing history, Carrera (which literally means ‘race’ in Italian), when their friendship blossomed on the thrilling race tracks of Le Mans, but theirs is a partnership that goes beyond sports, since both Swiss luxury watchmaker TAG Heuer and German sportscar major Porsche were founded by self-taught visionaries with an independent mindset, who strove to create the ultimate machines of precision and quality. With an interlocking history – from technical firsts and Le Mans races to actor Steve McQueen, to the TAG turbo engine, and three world titles in Formula 1 – the megabrands TAG Heuer and Porsche have both made the most of their rich histories and cutting-edge technologies to deliver world firsts and the best of the best.

Lifestyle Insider TAG Heuer and Porsche - racing to the finish line together Lifestyle Insider TAG Heuer x Porsche REVEAL 2021

The Beginning of Something New and Bold

These two brands have announced their new partnership: an alliance between two brands whose shared DNA in motorsports and racing forges a long-term collaboration – from competition to product development. A new watch, the TAG Heuer Carrera Porsche Chronograph, has just been unveiled as the first celebration of these iconic brands, and proudly wearing it behind the wheel of the Porsche Carrera, is Hollywood actor Patrick Dempsey. Since their founding days, both brands have both shared maverick spirits, a streak of invention, and challenges aplenty.

Lifestyle Insider TAG Heuer and Porsche by Luxury makers - Stéphane Ait Ouarab - the Reveal Lifestyle Insider THP by Luxury makers - Stephane Ait Ouarab - TAG Heuer CEO Frederic Arnault

“TAG Heuer and Porsche have common history and values, of course, but more importantly, we share an attitude,” says TAG Heuer CEO Frédéric Arnault. “Like Porsche, we are disruptors at heart, always in pursuit of high performance. With this alliance, TAG Heuer and Porsche finally come together officially after decades of close encounters and will create unmatched experiences and products for customers and fans that are passionate about both our brands and what we stand for.”

Lifestyle Insider THP by Luxury makers - Stephane Ait Ouarab - Detlev von Platen, Member of the Executive Board for Sales and Marketing at Porsche AG

“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 fulfilment of dreams. We both strive to create some unique, magic moments for our communities. We now look forward to doing it together.”

Lifestyle Insider Carrera Panamericana Poster 2

Both TAG Heuer and Porsche have kept pace with the most daring drivers. In one of the world’s most dangerous races, they have split a second in 100. The TAG Heuer timepieces have timed the best lap, starting in pole position, and graced some of the most famous wrists, from racing car heroes to Hollywood actors.

Lifestyle Insider Edouard Heuer 1865 Lifestyle Insider 1902, Ferdinand Porsche, Aufnahme wahrend der Silberhochzeit der Eltern Kaes

An Interlocking History of Firsts in a Parallel Past

Edouard Heuer and Ferdinand Porsche were visionaries and pioneers whose creations changed their chosen fields forever. Heuer was responsible for the first manufactured chronograph and Porsche invented an electric wheel hub motor. Both these accomplishments earned medals at World’s Fairs held in Paris 11 years apart. Heuer was honoured in 1889 and Porsche presented the first Lohner-Porsche Electromobile with this innovation at the Expo in Paris in 1900.

Lifestyle Insider Carrera Panamericana Poster

And the descendants of the brands’ founders, Ferdinand Porsche’s son, Ferdinand Anton Ernst or “Ferry”, joined his father’s engineering office in 1931 at the age of 22 and founded the car brand that bears the family name in 1948. Within a few years, the Porsche name would be associated with race track success all around the world – including a class win in the Carrera Panamericana race of 1954. In honour of its successful participation, Porsche calls its most powerful engine ‘Carrera’.

Lifestyle Insider 1964ctlg page2 Lifestyle Insider 1964ctlg page4 Lifestyle Insider 1964ctlg page6

Edouard Heuer’s great-grandson Jack led his family’s company for decades. In 1963, he created the first Heuer Carrera chronograph, designed to let drivers tell the time at a glance in the heat of action.

Lifestyle Insider Jack Heuer 1961 Lifestyle Insider Carrera Logos

This ground-breaking timepiece and Porsche’s most powerful Carrera engine united Porsche and Heuer – for the first time, a highlight in the two brands’ interlocking histories – in the spirit of the ‘Carrera’ (or ‘race’), which embodied ambition, speed and technical excellence.

Lifestyle Insider 1968 US ad

Jack Heuer was also responsible for the Heuer Monaco, the first square-faced, water-resistant automatic chronograph watch. Its name evoked the Monaco Grand Prix as well as the Principality’s renowned Monte Carlo Rally, which Porsche won in three consecutive years, from 1968 to 1970, with its signature 911 model. Just as the Porsche 911 had done for automobiles, the Heuer Monaco – with its distinctive case, its blue metallic dial, its red seconds hand and the crown positioned on the left side of the case – broke with the familiar design codes of traditional watchmaking.

Lifestyle Insider 1970 Le Mans Ferry Porsche & Jo Siffert Lifestyle Insider Jo Siffert in his racing car

The Heuer Monaco’s innovations had come at great financial cost, and as an alternative to an expensive advertising campaign, Jack Heuer cemented his brand’s link to Porsche with a clever sponsorship arrangement with Fribourg, Switzerland-based racing driver and Porsche dealer Jo Siffert. In 2005, at the premiere of the film ‘Jo Siffert: Live Fast – Die Young’, Jack Heuer remembered the terms of their contract: “In exchange for CHF 25,000, he would put our logo on his car and suit. 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 F1 paddock was wearing Heuer watches by the end of the 1969 season!”

Lifestyle Insider Steve McQueen - Photo by Andre Marc Delourmel 1971 Lifestyle Insider Steve McQueen - Photo by Mel Traxel

It was this connection that led Steve McQueen to wear the Heuer logo on his racing suit during the filming of Le Mans in 1970, in which he drove a Porsche 917.

There is another important link between Porsche and Heuer, or more precisely, TAG Heuer, the name assumed by the Swiss watch brand when it was sold to the TAG Group in the mid-1980s. Together, the brands developed and produced the TAG-Turbo engine that enabled the McLaren team to win three consecutive F1 world titles: with Niki Lauda in 1984, followed by Alain Prost in 1985 and 1986.

Lifestyle Insider TAG Heuer Porsche Formula E Lifestyle Insider TAG Heuer and Porsche - at the Pit Stop

In 1999, the relationship grew even stronger – from the Porsche Carrera Cup and Supercup competitions, followed by the Endurance World Championship and more was yet to come. TAG Heuer, as a founding partner of the Formula E championship, helped raise the profile of thrilling single-seater races in electric cars. Porsche created its own Formula E team with TAG Heuer as title and timing partner in 2019, marking a starting point for an even more powerful and far-reaching collaboration. And in 2021, that “beautiful friendship” has become a holistic official brand partnership, celebrated by a special-edition timepiece that proclaims proudly, “It was worth the wait!”.

Today, the TAG Heuer Carrera Porsche Chronograph, which has just been introduced, 2021 will feature a portfolio of joint projects that reflect TAG Heuer’s and Porsche’s commitment to speed and precision sports.

Lifestyle Insider Patrick Dempsey in his Porsche Lifestyle Insider Patrick Dempsey

And who better to embody the soul and spirit of these two megabrands? Hollywood actor, producer, philanthropist, and race driver – Patrick Dempsey, of course. “Today, we celebrate and congratulate TAG Heuer and Porsche for coming together,” says the actor in a video from Hoboken, New Jersey. “It’s amazing and means so much to me personally, because I have been an ambassador for TAG Heuer and Porsche and I’ve been wanting this to happen for a really long time, and now it has. They’ve created an amazing watch – the TAG Heuer Carrera Porsche Chronograph. It’s lightweight and absolutely beautiful, and I can’t wait to wear it to the track, maybe play some tennis and some golf!”

Lifestyle Insider Formula E with TAG Heuer and Porsche

Motorsports, the greens, and the court

The foundations of the long, strong link between TAG Heuer and Porsche are world-class motorsports and it is fitting that in the years to come, these thrilling competitions will be at the very heart of the new partnership.

Lifestyle Insider Porsche Formula E Berlin Thursday 11

The TAG Heuer Porsche Formula E Team made history in its debut season. It set a milestone at the opener in Diriyah (SA) in November 2019, when André Lotterer crossed the finish line in second place: that was the first time a rookie team finished on a podium in its first race since the maiden season in 2014/2015. In its second year, the TAG Heuer Porsche Formula E Team will not only continue to attract new fans to a circuit that pits all-electric cars against each other, but also fight for the World Championship. Behind the wheel of Porsche’s latest all-electric racecar, the 99X Electric, will be drivers André Lotterer and his new teammate, Pascal Wehrlein.

Lifestyle Insider FORMULA E with TAG Heuer Porsche

“As Formula E shows, we combine tradition and future in motorsports in a very authentic way,” says Detlev von Platen of Porsche, in the launch video. “Both brands owe their roots to visionary entrepreneurs. Both brands have been using the name Carrera since decades. Both brands love competition and sportiness. We share the same values and spirit, and by this we create unique experiences for our customers and fans. These communities standing behind Porsche and TAG Heuer, are the most variable things we have in common. And we will focus on them by creating once in a lifetime experiences, thrilling events, and high quality products that inspire.”

Porsche has long distinguished itself in endurance events, and together with TAG Heuer its GT Team is well prepared for the coming FIA World Endurance Championship (WEC). The milestone year will also include series partnerships in ten editions of the worldwide one-make cup series Porsche Carrera Cup.

In addition to physical competitions, TAG Heuer also engages in virtual racing by supporting the Porsche TAG Heuer Esports Supercup. With such a rich common heritage on the track, TAG Heuer is naturally stepping in as global partner in Porsche’s ‘classic’ events and rallies as well.

Beyond the broad-based partnership in motorsports and esports, TAG Heuer and Porsche also share a passion for two other popular activities, golf and tennis. Golf has been a focal point of the TAG Heuer Connected watch developments in recent years, with the TAG Heuer Golf app offering a best-in-class experience to hundreds of thousands of players. Porsche for its part is running its own golf activities like the Porsche Golf Cup, and is sponsor of the Porsche European Open golf tournament since 2015, both of which TAG Heuer will join.

Porsche’s support of tennis includes its own tournament, the Porsche Tennis Grand Prix in Stuttgart, of which TAG Heuer will be the Official Timing, Watch and Chronograph partner moving forward and which features some of the most talented women in the game. This comes of TAG Heuer’s already prominent on-court presence and via partnerships with world class tennis players. Joining forces in these sports as well was the obvious next step for both companies.

Lifestyle Insider The TAG Heuer Carrera Porsche Chronograph visual as seen at the Reveal Lifestyle Insider Enter the TAG Heuer Carrera Porsche Chronograph

The TAG Heuer Carrera Porsche Chronograph

It was only fitting that the two megabrands’ first creative collaboration would centre around the Carrera, the icon of a name that’s been associated with TAG Heuer and Porsche for generations. A tribute to the heritage of two legendary brands, both on and off the racetrack, the new chronograph offers a first glimpse at what they can achieve together.

Lifestyle Insider The stainless steel case and leather strap of the TAG Heuer Carrera Porsche Chronograph - a masterpiece of design

The 44 mm TAG Heuer Carrera Porsche Chronograph Special Edition Calibre Heuer 02 Automatic beautifully embodies coordination, cooperation, and collaboration. Based on TAG Heuer’s Carrera Sport Chronograph design, with its distinctive tachymeter scale engraved on the ceramic black bezel, it is infused with the elegant and subtle design codes of Porsche.

Lifestyle Insider The asphalt dial of the TAG Heuer Carrera Porsche Chronograph

The first thing that strikes the eye is the asphalt finish of the dial, the bright Porsche Arabic numerals (found on the dashboard of Porsche sportscars) and indexes, and the engraved Porsche logo on the bezel. The trademark Porsche colours of red, black, and grey – which also appear on historic Heuer models – appear throughout the watch, and on clear display through the transparent crystal case back is the oscillating mass, which has been reengineered in an affectionate tribute to Porsche’s celebrated steering wheel, without compromising on the Heuer 02 automatic movement inside.

Lifestyle Insider Profile shot of the TAG Heuer Carrera Porsche Chronograph

The timepiece’s dial features three counters:

  • At 3 o’clock: a black “azurage” minute chronograph counter, and rhodium plated polished hand red tip

  • 6 o’clock: a black “azurage” second chronograph counter, and rhodium plated polished hand

  • 9 o’clock: a black “azurage” hour chronograph counter, and rhodium plated polished hand red tip

The indexes are black gold plated with white Super-LumiNova®, the rhodium plated hour and minute hands are also coated with white Super-LumiNova®, and the rhodium-plated central hand has a red tip.

Lifestyle Insider Stainless steel H link bracelet with buckle clasp

This ground-breaking timepiece in the steel-polished, fine brushed case, is presented either on a soft strap in luxurious calf leather and innovative stitching that echoes the Porsche interior or on an interlocking H-shaped bracelet reflecting streamlined racing design. At the heart of this stunning timepiece is the in-house Calibre Heuer 02 manufacture movement with an impressive 80-hour power reserve. The watch is water resistant to 100 meters. The chronograph mechanism’s vertical clutch and column wheel demonstrate the brands’ demand for absolute precision.

Lifestyle Insider The colours of sport - the TAG Heuer Carrera Porsche Chronograph

Finally, the TAG Heuer Carrera Porsche Chronograph is a Special Edition watch and is delivered in bespoke packaging with colours and a style consistent with the watch inside. The black watch box features the logos of TAG Heuer and Porsche in white. Inside the box is a perfectly sized black travel pouch with an unmistakably Porsche red interior.

Lifestyle Insider The TAG Heuer Carrera Porsche Chronograph - lifestyle shot

The official partnership between TAG Heuer and Porsche may be on its starting line but it has been built on a remarkable foundation: the shared heritage and the common interests of two of the world’s favourite and most dynamic luxury brands. It is a friendship reflecting the dreams and aspirations of visionary founding families. It is a true collaboration developed over decades on some of the world’s most challenging racetracks and on the wrists of drivers who were the very embodiment of Jack Heuer’s motto, “Time doesn’t stop. Why should we?”

Lifestyle Insider TAG Heuer's Frederic Arnault Lifestyle Insider Actor Patrick Dempsey


Priya Kumari Rana

Lifestyle Insider is a kind of junction point, connecting people with diverse interests that touch on the more luxurious aspects of lifestyle – fashion, design, travel, food and spirits, art, watches and jewellery, cars, yachts, and aviation, and technology. People today don’t fit into boxes and categories. In our individual ways, we are interested in diverse themes, products, and the challenges that face our world today. You will judge how well this effort of mine caters to your passions and proclivities.

Lifestyle Insider is a showcase of all that is beautiful and luxe. Behind every creation, is a designer, chef, entrepreneur, or a design maison. I have delved into my own appreciation for objetsde luxe that I have admired over the years – be it a love of fashion from the world’s top Parisian and Italian fashion maisons and their ’90s muses, or the care that goes into sari and Indian textile collections in my own family. Growing up on four continents, as the daughter of a former Indian Ambassador, I’ve seen a remarkable array of historic places and met a myriad people. My aim is to bring my world view into this website, a curation of what I find particularly stunning, unique, and newsworthy.

It’s an exciting time for brands all over the world. With change comes opportunity. With the global ‘reset’ and uncertainty on many fronts, there is a chance to write a new script. Let’s be those pioneers.

A bit about me:
A luxury and fashion journalist with 25 years of experience in publishing and magazine journalism, I have edited some of India’s top fashion and luxury magazines. I got my BA in Comparative Literature from UC Berkeley, and went on to receive my Master’s in English and French from the University of Strasbourg, France. I have also studied German and Film. I live in Gurugram, India, and look forward to once again exploring our world with a new-found freedom.

Priya Kumari Rana

Founder and Editor

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