Synergies between TAG Heuer and Porsche

I am writing this brief editorial on my return from the presentation of the new TAG Heuer Carrera models at the Porsche Experience Center in Franciacorta, which opened on 11 September. A location not chosen at random, as the well-informed will guess. Just a few months after the February launch of the TAG Heuer Carrera Porsche Chronograph, the event underlines the importance of the link between the two brands, which is destined to evolve in the future, not only in terms of product. Synergies are being explored and promise good developments.

A strong point of automotive marketing, which watchmaking is learning to emulate, is 'experience'. A goal for which Porsche has built no less than a 60-hectare centre with a circuit (the only one of its kind in Europe), comprising three different areas: the 2.5-kilometre track, the safe driving area where you can experience skidding, oversteering and pendulum, and an off-road course with ramps and dirt tracks to test the performance of the Cayenne and Macan SUVs.

Don't stop at the description, what you have to imagine is the feeling. We are in a place where historic cars from the Porsche Museum in Zuffenhausen dialogue with driving simulators, an electric kart track and the Speedster restaurant, where anyone can book a dinner washed down with Franciacorta. We are enveloped by a feeling of wonder, which closely resembles the one aroused by certain watchmaking experiences: a visit to a show, a watchmaking class, or a welcome in a manufactory. Moments that give time to one's passion, nurturing it. Days dedicated to objects that are part of who we are and love.

'Time is a luxury' is a well-known saying, yet we rediscover it powerfully now, after a year and a half of days stolen from our lives. Therefore, as never before, now is the time to offer enthusiasts more and more opportunities to discover watchmaking live.

(The fact that the new Carrera is a successful product extension and the announcement of TAG Heuer's new testimonial, Ryan Gosling, completed the scene).

Dody Giussani

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