TAG Heuer has announced it will be partnering with Porsche, the German sports car manufacturer, in a move that will set a “new standard” for brand integration.
The Swiss luxury watchmaker unveiled a new watch, the TAG Heuer Carrera Porsche Chronograph, as part of the new relationship between both companies.
Frédéric Arnault, TAG Heuer’s CEO, 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.”
Detlev von Platen, member of the executive board for Sales and Marketing at Porsche AG, said: “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.
“We bring together what our customers love the most about both of us: authentic heritage, thrilling sports events, unique life experiences and the fulfilment of dreams. We both strive to create some unique, magic moments for our communities. We now look forward to doing it together.”