Porsche and TAG Heuer launch strategic partnership

TAG and Porsche were probably meant to be together – finally they tie the knot

By Sam Sheehan / Thursday, February 4, 2021 / Loading comments

TAG Heuer is a brand synonymous with cars and motorsport; not just because of the presence of its banners and timing equipment at race tracks the world over, but because of its close relationship with companies like Porsche. That alliance is about to get a lot closer with the announcement of a strategic partnership, which will see Porsche and TAG Heuer directly work with common goals – and the work is being kicked off with the launch of a new Carrera Porsche Chronograph. 

At this stage it’s not clear exactly how this partnership will pan out. The watch itself appears impressive enough, developed with the philosophies and images of both companies in mind, with design nods to Porsche’s motorsport story, including its red, black, and grey racing colours, as well as the same font that’s used for the brand’s interior dials and switches. But we get the impression the new deal might go a step further than just branding exercises, not least because Porsche reminds us that TAG has experience in automotive roles – including the development of its famous turbo F1 engines.

Porsche goes so far to say that it and TAG “jointly developed and produced” the engine that gave McLaren three consecutive F1 world titles, the first with Niki Lauda in 1984, and then two more with Alain Prost in 1985 and 1986. The motor was rated at anything from 750hp to 1,000hp, with the latter the output in qualifying trim – when engines lasted only a handful of laps. As such, the TAG name became as revered in motorsport as that of its Stuttgart partner – and it still carries much weight today, as evidenced by the excitement generated when Lanzante revealed its first finished TAG-engined 930 Porsche in 2019.

Porsche’s racing work with TAG has also included the launch and organisation of its Carrera Cup and Supercup championships, and the brands were partners in Porsche’s successful Endurance World Championship campaign. Most recently, the companies have joined forces for Porsche’s Formula E team, for which TAG Heuer is title sponsor and timing partner. So it’s fair to say that a new strategic partner isn’t totally new ground, instead the next logical step in a long standing relationship.  

“The dial’s asphalt effect, created especially for this watch, expresses a passion for the road, while Arabic numerals suggest the numbers on the dashboard of fine Porsche sportscar,” the release says in explaining the watch. “The timepiece is presented either on a soft strap in luxurious calf leather and innovative stitching that echoes the Porsche interior or on an interlocking bracelet reflecting streamlined racing design. At the heart of the timepiece is the in-house Calibre Heuer 02 manufacture movement with an impressive 80-hour power reserve.” Appropriately lovely, then, and no doubt appropriately priced. We’ll await a TAG-branded Porsche next…

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