TAG Heuer Carrera Porsche Fail


TAG Heuer Carrera Porsche Chronograph monet shot

The TAG Heuer Carrera Porsche Chronograph dropped yesterday. HoDinkee and the rest of the whoreillogical press was all over it. No surprise there. Watch writers are car guys. One problem: this Porsche design isn’t a Porsche Design design. It’s a . . .

44m TAG Heuer Carrera Sports watch with double digit indices, a pavement textured dial, a red stripe on the crown, the word Porsche on the bezel (replacing “Tachymeter”), a Porsche steering wheel rotor and a model-specific leather strap (bracelet optional).

TAG Heuer X Aston Martin watch

It’s a whole lot less Porsche than the $26,250 titanium-cased TAG Heuer X Aston Martin Carrera Chronograph is Aston. That TAG collaboration sports Aston’s logo on the dial and engraved on the caseback – not to mention rose-gold plated accents and a tourbillon.

IWC Porsche Design Titanium Chronograph

Like it or loathe it, Porsche’s TAG watch – rather TAG’s Porsche watch – is a cynical commercial gambit. It betrays Porsche Design’s legacy of elegant, distinctive designs; the earliest of which literally changed the face of watchmaking and introduced titanium cases to the mass market.

Porsche Design Orfina

Porsche Design began life in 1972 under Ferdinand Alexander Porsche, grandson of Porsche’s founder. Left to his own devices, “Butzi” hooked-up with Orfina to design and launch the world’s first black dial watch.

From 1978 to 1997, Porsche Design produced groundbreaking watches with IWC. In 1998, PD switched suppliers to Eterna. In 2007, Porsche the carmaker assumed control of Porsche Design, but stayed “hands off.”

Porsche Design

In 2014, just before a Chinese company swallowed the remains of the once noble Swiss Eterna brand, Porsche Design struck on its own, manufacturing its own timepieces.

Porsche Design continued to produce watches adhering to their founder’s philosophy: “Optimize function. Reduce the form right down to the essentials. Overcome the familiar to continually discover new and exceptional solutions.”

TAG Heuer Carrera Porsche Chronograph side

What does the new TAG Heuer Carrera Porsche Chronograph have to do with any of that? Nothing. It’s a relatively mild reworking of an existing watch that possess no obvious link to Porsche Design’s illustrious past or its current coherent range of deeply admirable timepieces.

The TAG Heuer Carrera Porsche Chronograph costs $5,850 on a custom leather strap, $6,050 on a bracelet. While TAG sells the watch as a collaboration with Porsche – not Porsche design – the timepiece puts an outside supplier in direct competition with Porsche Design watches, confusing consumers and, thus, damaging one of watchmaking’s greatest brands.

TAG Heuer Carrera Porsche Chronograph caseback

The word on the street: Porsche’s lawyers have been threatening to sue TAG Heuer for using the word “Carrera” on their watches for some time. What’s the bet that the TAG Heuer Carrera Porsche Chronograph was born of a compromise designed to settle the longstanding legal wrangle?

Porsche Design Store Soho

Several members of the watch press conclude their fawning introduction to the new TAG/Porsche watch by breathlessly expressing their excitement for future co-productions. Obviously, this writer doesn’t share their sycophantic desire to see Porsche wander off the horological reservation.

If Porsche Design has any reservations about the new watch and the partnership it launches, they’re keeping them to themselves. Meanwhile, they’re busy carrying on the business of honoring Ferdy’s legacy with sleek minimalist models. As well they should.


  1. Heuer has a great history making watches, and Porsche has a great history making cars. I am sometimes tempted to get a Heuer dash chrono for my vintage air-cooled Porsche. Except that the money would better be spent on a VBOX.

    I do not like co-branding, and would not buy a Porsche Heuer. I do have to disagree with the author on Porsche Design. Being the first to put wear through black coating on a stainless steel watch is not something I would brag about. And while Heuer has the brilliant Heuer 02 chronograph movement, PD relies on the very durable and repairable, but column wheel and vertical clutch lacking ETA/Valjoux 7500, which is a much better value in a Tissot.

    If Porsche and Heuer working together means PD can get its hands on the Heuer 02 that would be a great thing for PD.

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