When the 30-year-old heir Jack Heuer took over as CEO at Heuer in 1962, the story of the thrilling and dangerous Carrera rally inspired him to develop a new collection of modern chronographs with a pure, functional dial design. The Carrera chronograph was launched in 1963 and has seen numerous iterations over the past six decades — from the elegant and sporty to jaw-dropping, avant-garde, and more recently the Connected.
Old friends and perfect partners, these two premium lifestyle brands have a reputation for innovation, cutting-edge technologies, and finely tuned, high-performance machines. But for the daring drivers among us the most exciting aspect is their shared love of competition and participation in motor racing, which dates back more than five decades.
“TAG Heuer and Porsche have a common history and values, of course, but more importantly, we share an attitude,” said Arnault who hosted the online presentation and reveal of the new TAG Heuer Carrera ‘Porsche’ Chronograph Special Edition Calibre Heuer 02 Automatic, which marks the start of their new alliance. “Like Porsche, we are disrupters at heart, always in pursuit of high performance ... we are ready on a new starting line together,” said the visibly excited Arnault.
Remember the TAG-Turbo engine they co-developed and produced, which enabled the McLaren team to win three consecutive F1 world titles: Niki Lauda in 1984, and Alain Prost in 1985 and 1986?
Formula E championship
TAG Heuer, as a founding partner of the Formula E championship, also helped raise the profile of the single-seater races in electric cars. Porsche created its own Formula E team with TAG Heuer as title and timing partner in 2019, marking a starting point for an even more powerful and far-reaching collaboration.