Porsche and TAG Heuer – a common history with innovation and motor racing at its core
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Its innovations had come at a significant financial cost and as an alternative to an expensive advertising campaign, Jack Heuer further cemented his brand’s link to the renowned sportscar manufacturer with a creative sponsorship arrangement with Fribourg, Switzerland-based racing driver and Porsche dealer Jo Siffert. Just as the Porsche 911 had done for automobiles, the Heuer Monaco broke with the familiar design codes of traditional watchmaking.
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 911 model. Jack Heuer was also responsible for the Heuer Monaco, the first square-faced, water-resistant automatic chronograph watch.
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In 1963, he created the first Heuer Carrera chronograph, designed to let drivers tell the time at a glance in the heat of action. In honour of its successful participation, Porsche calls its most powerful sportscar engine at this time ‘Carrera’.Įdouard Heuer’s great-grandson Jack led his family’s company for decades. Within a few years, the name of Porsche would be inextricably linked with race track success all around the world – including a class win in the Carrera Panamericana race of 1954. 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. The true cornerstones of today’s partnership, however, are descendants of the brands’ founders. The strong friendship of Porsche and TAG Heuer exists since decades Heuer was honoured in 1889, the first Lohner-Porsche Electromobile with this innovation was presented at the Expo in Paris in 1900. Both these accomplishments earned medals at World Fairs held in Paris 11 years apart. Heuer was responsible for the first manufactured chronograph and Porsche constructed a new electric wheel hub motor. Edouard Heuer and Ferdinand Porsche were pioneers whose visions changed their chosen fields forever. Similarities of heritage can be traced all the way back to the entrepreneurs of Porsche and TAG Heuer. 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.” Two histories – one passionįor over half a century, the stories of the two companies have intersected. “Like Porsche, we are disruptors at heart, always in pursuit of high performance. “TAG Heuer and Porsche have common history and values, of course, but more importantly, we share an attitude,” says Frédéric Arnault, CEO of TAG Heuer. We now look forward to doing it together.” Frédéric Arnault and Detlev von Platen
We both strive to create some unique, magic moments for our communities. “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. “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. As a first step, the partners unveiled a new watch, the TAG Heuer Carrera Porsche Chronograph. Within the framework of the holistic and long-term alliance, the premium manufacturers intend to jointly approach both sports competitions and the development of products.
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