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Tag Heuer and Porsche Team Up for the Next-Best Thing to a Car

The resulting design from Tag Heuer and Porsche makes the piece’s inspiration abundantly clear. The glossy black dial features Porsche’s logo in a flashy red that pops up on the winding crown, subdials, and seconds hand. The font used for the numerals is the same one seen on the dash of a current Porsche 911. The design of the dial mimics the look and texture of well-trod asphalt. The rotor, visible through the case back, is made to look like a Porsche steering wheel.

Courtesy of Tag Heuer

This watch matters in the world of watches because: While fashion brands like Rhude, Supreme, and Aimé Leon Dore are starting to embrace the coolness of cars as inspiration for clothes, motorsports and watches have long been intertwined. Rolex has its Daytona model, Richard Mille sponsors a smorgasbord of races and drivers, and Breitling turns out premo pieces for Bentley. Even in this very flooded zone, Porsche and Tag Heuer stand out for just how much sense these two make together. Jack Heuer, who took over the brand in 1961, always believed that the path to watch world success was the raceway. Over the years, the brand worked with brands like Ferrari to sponsor racers and made watches with Aston Martin, Audi, and McLaren. “Historically, we’ve worked with many car companies in the past, so when I joined TAG Heuer in 2017 I thought it was amazing that we had never really worked directly with Porsche,” Frédéric Arnault, TAG Heuer’s CEO, told the Financial Times. The new partnership is designed to produce more than this one-off watch. Tag Heuer is also the partner for Porsche’s racing teams in the real world as well as the car company’s eSports team.

Take it from Joey Tribbiani: If you can’t afford an actual Porsche, the next best thing is the gear. And remember: it’s pronounced Porsche-a.

Where and when to buy it: The Tag Heuer Carrera Porsche Chronograph is available for $5,850 on a leather strap or $6,050 on a steel bracelet at the brand’s website now.

Tag Heuer Carrera Porsche Chronograph Special Edition

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