At the start of last month, TAG Heuer announced a partnership with a pretty special brand: Porsche. Why you might ask? What’s the difference between this and any old automotive / watchmaking relationship? The difference lies in the closely linked histories of these two brands, both united by a passion for going fast and the talismanic word “Carrera”. To celebrate this relationship, a TAG Heuer x Porsche pop-up has just opened in Chadstone, Melbourne, which is showing a number of vintage Heuer Carrera references in an exposition of the shared history between TAG Heuer and Porsche.
The linked history between TAG Heuer and Porsche begins in 1950, nearly a decade and a half before both companies released products named Carrera in 1963.
In the middle of last century, the Carrera Panamericana car race first ran in Mexico, covering more than 3500km as it snaked its way though the countryside. It was an extremely dangerous race with minimal safety precautions, leading to its cancellation after only five years and more than 20 deaths. Nevertheless, the high-octane legend was born.
Now in 2021, the two brands have come back together in collaboration (despite some photography from TAG Heuer hinting at the partnership back in 2020), with the TAG Heuer Carrera Porsche Chronograph offering a fusion of this adrenaline-fuelled legacy.
TAG Heuer x Porsche pop-up in Chadstone is almost like a small shrine to this history with a crisp white Porsche 911 Carrera taking centre stage and a series of cases showing off some important vintage Heuer Carrera watches.
As well as the vintage watches on display, there are also a number of modern TAG Heuer references, including the two Carrera 160 Years Limited Editions, which were released last year for the 160th anniversary of the brand.
Both watches were inspired by pieces from the Heuer archives, and the pop-up offered a great chance to see the original vintage watches next to their modern versions.
Not only are you able to see exactly where the inspiration for the recent limited editions came from, but it’s evident just how faithful the modern references are to the blueprints from decades past. From the logo on the crown down to the iconic Carrera lugs, the current TAG Heuer design team did a great job at breathing new life into the design.
The TAG Heuer x Porsche pop-up in Chadstone will be on display until March 14, so if you’re a watch lover in Melbourne make sure you take the time to go and check it out.
As an added bonus, TAG Heuer have generously offered a gift pack with any watch purchase from the Chadstone boutique while the pop-up is open – all you need to do is mention “Time+Tide” to staff.
Made in partnership with TAG Heuer. However, the opinions expressed in this article are our own in accordance with our Editorial Policy.