The Winning Formula
Tag Heuer and Porsche debut their first collaborative timepiece and reveal to Tatler that there’s more to come
Porsche has teamed up with Tag Heuer for a daredevil timepiece inspired by the former’s ultra-glam 911 Carrera sports car, and while the new Carrera Porsche Chronograph is somewhat subtle when compared to watches spawned by other car-watch partnerships, there’s no denying its parentage. Why? Well, the Porsche logo is etched into this chronograph’s bezel, while an oscillating rotor, visible through the open caseback, is designed to look like a steering wheel. In another nod to the car manufacture, a red, black and grey colour scheme has been used, which simultaneously pays tribute to Tag’s vintage models. The watchmaker’s in-house Calibre Heuer 02 boasts 80 hours of power reserve and is housed in a burly 44 mm steel case. Collectors can choose between a supple calf leather strap or a streamlined interlocking bracelet.
This is not the first time Tag has collaborated with a high-end car manufacturer. The watchmaker previously enjoyed collaborations with Aston Martin (2018–20) and Ferrari (1971–78), but for the company’s CEO Frédéric Arnault, who is also son of LVMH chairman and chief executive Bernard Arnault, Tag and Porsche couldn’t be more perfectly aligned. “Both companies have invested, for decades, in the world of motorsports,” he tells Tatler in an exclusive Zoom interview. “We have so much in common, so this partnership made a lot of sense. I reached out to Porsche about two years ago. It’s a partnership that took some time because we wanted to build it properly. It was a natural fit, and both companies saw a huge opportunity.” Porsche board member Detlev von Platen, who is also on the call, nods in agreement. “When I met Frédéric for the first time, it became evident very quickly that we were talking about a unique and strong potential partnership. This isn’t just about sponsoring each other’s companies. This is going to be stronger and long-lasting.”
Von Platen knew from Day One that simply throwing a logo on a dial wouldn’t be enough. “For me, it was really important to have credibility behind this partnership and the Carrera Porsche Chronograph.” Arnault agrees, confirming that the collaboration will extend beyond product development into e-sports, tennis, golf and competitive racing, which makes sense when you consider Tag and Porsche’s shared histories.
Not only were both companies founded by selftaught entrepreneurs (Edouard Heuer founded Heuer in 1860 and Ferdinand Porsche founded Porsche in 1931), but both have long been associated with the name “Carrera”. Formula One driver Hans Herrmann had a class win in the Carrera Panamerica race of 1954 in a Porsche Spyder. Not long after, in 1963, Tag debuted its first Carrera Chronograph, which was developed to allow racing drivers to quickly tell the time. And, of course, Steve Mcqueen made history while filming Le Mans (1970) when he wore the Heuer logo on his racing suit while driving a Porsche 917. We can’t help but wonder what Mcqueen would have thought about this exciting new partnership. At least one thing’s for sure: we can’t wait to see what’s around the next corner.