German automaker Porsche and Swiss watch producer TAG Heuer have introduced a “strategic model partnership,” a long-term alliance supposed “to collectively method each sports activities competitions and the event of merchandise.” The trouble launches with the brand new TAG Heuer Carrera Porsche Chronograph.

“The robust friendship of our model with TAG Heuer exists since many years and I’m very happy that we at the moment are taking the subsequent steps within the body of a strategic partnership,” Detlev von Platen, Porsche AG board member, is quoted within the announcement.

“We carry collectively what our clients love essentially the most about each of us: genuine heritage, thrilling sports activities occasions, distinctive life experiences and the success of goals. We each try to create some distinctive, magic moments for our communities. We now sit up for doing it collectively.”

“TAG Heuer and Porsche have widespread historical past and values, in fact, however extra importantly, we share an perspective,” added TAG Heuer chief govt Frédéric Arnault. “Like Porsche, we’re disruptors at coronary heart, all the time in pursuit of excessive efficiency. 

“With this alliance, TAG Heuer and Porsche lastly come collectively formally after many years of shut encounters and can create unmatched experiences and merchandise for patrons and followers which can be obsessed with each our manufacturers and what we stand for.”
TAG Heuer Carrera Porsche Chronograph

“Edouard Heuer and Ferdinand Porsche had been pioneers whose visions modified their chosen fields ceaselessly,” the information launch experiences. “Heuer was accountable for the primary manufactured chronograph and Porsche constructed a brand new electrical wheel hub motor. Each these accomplishments earned medals at World Festivals held in Paris 11 years aside. Heuer was honored in 1889, the primary Lohner-Porsche Electromobile with this innovation was introduced on the Expo in Paris in 1900.

“The true cornerstones of as we speak’s partnership, nevertheless, are descendants of the manufacturers’ founders. Ferdinand Porsche’s son, Ferdinand Anton Ernst or ‘Ferry,’ joined his father’s engineering workplace in 1931 on the age of twenty-two and based the automotive model that bears the household identify in 1948. 

“Inside just a few years, the identify of Porsche can be inextricably linked with race observe success all all over the world – together with a category win within the Carrera Panamericana race of 1954. In honor of its profitable participation, Porsche calls its strongest sportscar engine right now ‘Carrera.’ 

“Edouard Heuer’s great-grandson Jack led his household’s firm for many years. In 1963, he created the primary Heuer Carrera chronograph, designed to let drivers inform the time at a look within the warmth of motion. 

Jack Heuer was additionally accountable for the Heuer Monaco, the primary square-faced, water resistant computerized chronograph watch. Its identify evoked the Monaco Grand Prix in addition to the Principality’s famend Monte Carlo Rally, which Porsche gained in three consecutive years, from 1968 to 1970, with its 911 mannequin.”

Steve McQueen wears his Heuer Monaco watch in the course of the filming of the film, Le Mans | Phillips images

It was Swiss Porsche seller and racer Jo Siffert who first gained sponsorship for his racing automotive from TAG Heuer. 

“In change for CHF 25,000, he would put our emblem on his automotive and go well with,” Jack Heuer recalled in 2005. “As well as, he may purchase our watches at wholesale costs and resell them to his racing mates at a considerable revenue. Which he did with nice success as a result of half of the paddock was sporting Heuer watches by the tip of the 1969 season!” 

Amongst these shopping for a watch from Siffert was racer/actor Steve McQueen, who had a Heuer emblem on his racing go well with and a Heuer watch on his wrist in the course of the filming of Le Mans. McQueen’s watch lately offered at public sale for $2.2 million.

Within the mid-Nineteen Eighties, Heuer was acquired by the TAG Group and labored with Porsche to develop a brand new racing engine, propelling Niki Lauda and Alain Prost (twice) to Method 1 championships with the McLaren group.

Amongst different sports activities, Porsche and TAG Heuer are concerned collectively in main European tennis and golf occasions.

The brand new TAG Heuer Carrera Porsche Chronograph has historic design cues from every model. Displayed by way of the clear crystal again is the watch’s oscillating mass which was designed as a tribute to the Porsche steering wheel.

The brand new timepiece is priced at $5,850. For added data, go to the TAG Heuer web site.

Larry Edsall

A former day by day newspaper sports activities editor, Larry Edsall spent a dozen years as an editor at AutoWeek journal earlier than making the transition to writing for the online and turning into the writer of greater than 15 automotive books. Along with being founding editor at, Larry has written for The New York Instances and The Detroit Information and was an adjunct honors professor on the Walter Cronkite College of Journalism and Mass Communication at Arizona State College.