TAG Heuer and Porsche announce new and official partnership

TAG Heuer, a design icon, and Porsche, legends in motorsport, have teamed up to announce an exciting partnership through various engaging activations.

The collaboration between these two visionary brands had been in the making for quite some time, with both parties flirting on the pinnacle of motorsports greatest stages, since Porsche’s entrance into the car-making circuit.

Eventually, TAG Heuer and the German sportscar manufacturer had to cross the same road at some point. Both have associations with actor and style icon, Steve McQueen, and the name ‘Carrera’, inspired by the notorious La Carrera Panamericana race is used on TAG Heuer’s signature style watch and Porsche’s iconic cars. The future can only be promising for this partnership, sharing a strong attention to detail with the same heritage and impact on design.

As quoted by Highsnobiety, Detlev von Platen, Member of the Executive Board for Sales and Marketing at Porsche AG commented, “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.”

TAG Heuer CEO, Frédéric Arnault said of this exciting partnership, “TAG Heuer and Porsche have common history and values, of course, but more importantly, we share an attitude. 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.”

TAG Heuer’s recent announcement in confirming the ambassador signing of Japanese tennis star, Naomi Osaka, and Porsche’s recent collabs with the likes of Aimé Leon Dore and Daniel Arsham, has seen both brands get off to a flying start in 2021.

A virtual launch of the partnership announced on Thursday, has already raised the bar in expectations, showing a high-level of creativity that this collaboration is likely to produce.


Source: Highsnobiety