The Swiss luxury watchmaker TAG Heuer and the German sports car manufacturer Porsche announced their partnership at the beginning of February 2021. With a curated exhibition at Porsche auf Sylt, both companies have set a milestone for this partnership. The focus is on the history of both brands and characteristics they share with respect to motorsport, which is reflected in the motto “Porsche and TAG Heuer. Two histories. One passion.” Visitors can look forward to different exhibits, virtual experiences as well as current and historic vehicles, including highlights such as a Porsche 550 Spyder and an original 911 dating back to the 1960s.
Within the avant-garde exhibition space at Porsche on Sylt, visitors have the opportunity to dive into both brand worlds on more than 500 square metres until the end of September.
TAG Heuer and Porsche share many common values, thus further underscoring the authenticity of the partnership – although the most important intersection is undoubtedly the similar path that led to the naming of two products. Ferdinand Porsche’s son Ferry Porsche used the successful participation in the “La Carrera Panamericana Mexico” and the class win achieved in the Porsche 550 Spyder in 1954, as an opportunity to name the Porsche vehicles with the highest-performance engine of its time “Carrera”.
The main parts of the exhibition at Porsche auf Sylt are based on this unique history. The exhibition initially leads through the historic “Milestones” section, where the first Heuer Carrera chronographs dating back to 1964 and 1965 (Ref.2447SN, Ref.3147S and Ref.3647N) are located. In the large atrium at Porsche auf Sylt, visitors have a chance to see the Porsche 550 Spyder from 1954.
This appears to be flanked by historic chronometric instruments from TAG Heuer, such as the electronic timepiece Heuer Startomat from 1968, a time measuring board with three Heuer stopwatches from 1970, which can be started successively thanks to a special lever mechanism, or the stopwatches Heuer Trackmate (Ref.593) and Heuer Trackmaster (Ref.8042) from 1978
The original racing helmet from factory driver Marco Holzer from the 2012 season as well as the class win trophy, which Porsche achieved at Targa Florio in 1961, are also displayed in connection with the Porsche 550 Spyder. The vehicles are to be switched twice during the exhibition period that is planned through the end of September: The Porsche 550 Spyder will be followed by the Porsche 901 from 1963. Finally, the 99X Electric from the FIA Formula E World Championship will be displayed on Sylt. This racing car perfectly symbolizes the combined striving of both brands to continue their history of avant-garde and innovation in the future of motorsport.
An exhibition featuring the most important milestones of both brands will serve as a framework and provide visitors with in-depth insight into the world of TAG Heuer and Porsche.
In addition, the current collection of the series TAG Heuer Carrera with its sporty and elegant chronographs will also be on display. The highlight of this presentation is the newly introduced Chronograph TAG Heuer Carrera Heuer 02 Porsche Special Edition, representing the first collaborative synergy for the wrist. It is also available with a stainless steel wristband for the price of 5,700 euros or with a leather wristband for 5,550 euros.
A racing experience on the first floor at Porsche auf Sylt rounds off the exhibition: There visitors themselves are invited to navigate Porsche model vehicles on a Carrera track and test out mechanical timekeeping on historic Heuer stopwatches – just as the Heuer timekeeping specialists used to during racing events in the 1960s and 1970s.
Those interested are also encouraged to dive into the fascinating world of Porsche through a unique VR experience, which visitors can use to discover numerous legendary vehicles and motorsport history figures linked to them. Last but not least, the exhibition also highlights the current partnership between TAG Heuer and Porsche with respect to motorsport. Starting with the FIA Formula E World Championship to the global Porsche Carrera Cups.
The exhibition at Porsche auf Sylt is expected to last until the end of September 2021. Those who are interested can find information about the opening hours at: https://www.porsche-auf-sylt.de/de/kontakt/oeffnungszeiten
About TAG Heuer
TAG Heuer, founded in 1860 by Edouard Heuer in the Jura Mountains of Switzerland, is a luxury watch brand that is part of LVMH Moët Hennessey Louis Vuitton SE (“LVMH”), the world’s leading luxury group. Based in La Chaux-de-Fonds, Switzerland and with four production sites, TAG Heuer has 1470 employees and is active in 139 countries. TAG Heuer products are available online on www.tagheuer.com for select countries and in 160 boutiques and 3,000 points of sale worldwide. The company is headed up by Frédéric Arnault, CEO of TAG Heuer.
For 160 years, TAG Heuer has demonstrated pure avant-garde watchmaking spirit and a commitment to innovation with revolutionary technologies that have included the oscillating pinion for mechanical stopwatches in 1887, the Mikrograph in 1916, the first automatic-winding chronograph movement – Calibre 11 – in 1969, the first luxury smartwatch in 2015, and the ground-breaking Isograph technology in 2019, made possible through a unique collaboration with the TAG Heuer Institute. Today, the brand’s core collection consists of three iconic families designed by Jack Heuer – TAG Heuer Carrera, Monaco and Autavia – and is rounded out with the contemporary Link, Aquaracer, Formula 1 and Connected lines.
About Porsche on Sylt
The branch on the North Sea island stands for a unique brand experience and a new type of showroom. The focus here is solely on the experience, that is thrilling driving enjoyment, while
diving in and spending time as part of the Porsche experience. On a space of 500 square metres spread across two floors, there is a shop featuring a small, excellent selection of Porsche Design and Porsche Driver’s Selection products as well as an alternating curated exhibition. In addition, Porsche on Sylt provides an introduction to the driving experience in the form of exclusive rental offers from Porsche Drive Rental for day trips across the island. In a fitting lounge, visitors can – after making an appointment – enjoy the relaxing atmosphere while configuring their desired Porsche using material samples, true-to-scale vehicle models and virtual interfaces. Those wishing to transform their dream into a reality can then use the information to order this precise vehicle at a Porsche Centre. Experience. Passion. Together. This is exactly why this special place was created.