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…
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