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Tag Heuer has announced a new partnership with Porsche. The links between luxury wristwatches and luxury cars are well-established, so it s somewhat surprising that a deal like this didn t already exist. Well, it does now.
Given the aspirational appeal and popularity of both these brands – both leaders in their fields – it’s a significant announcement.
The two names have crossed paths for decades. Tag Heuer’s Carrera was so named for the Carrera Panamericana, the gruelling 2,000-plus mile road race across Mexico that ran from 1950 to 1954 in its original form, before being closed down following multiples deaths and accidents.
When it was released in 1963, CEO Jack Heuer named Heuer’s new chronograph (the Tag Heuer rebrand didn t come until 1985) the Carrera, or race , in tribute. Another connection came in 1970, during the filming of the Steve McQueen racing film