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After Flirting for Years TAG Heuer and Porsche Finally Announce New Partnership

It’s not been long since the dawning of the Age of Aquarius, but already the stars have aligned in the galaxy of style with some almost perfect collaborations. The Reebok Club C x Maison Margiela Tabi, The North Face x Gucci capsule, and now two more legends of their fields have announced an official partnership.

Legends of motorsport and icons of style and design, TAG Heuer and Porsche today teased the news of an exciting partnership. These two visionary brands were destined to work together, ever since Porsche entered the car-making circuit, TAG Heuer and the German sportscar manufacturer have been flirting on the biggest motorsports stages. From the name Carrera inspired by the famous La Carrera Panamericana race used on both their signature watch and iconic Porsche cars, to their associations with actor and style icon Steve McQueen. TAG Heuer and Porsches’ respective heritage and impact on design make for a very promising future together. 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.”

On the exciting partnership ahead TAG Heuer CEO Frédéric Arnault said “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.”

Both Porsche and TAG Heuer have gone into 2021 with maximum velocity. TAG Heuer recently announced the signing of Naomi Osaka as an ambassador for the brand and Porsche is still high off the back of collabs with Aimé Leon Dore and Daniel Arsham amongst others.

The partnership was announced today with a virtual launch that showcases the kind of creativity we can expect to see from the collaboration.

Head here for more details on the partnership.

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