1970 — That Steve McQueen Moment
Steve McQueen, one of the style icons of the 20th century, was at the height of his fame when he starred in Le Mans. The film depicts the 24-hour Le Mans race's energy and follows the trials and tribulations of the fictional driver Mark Delany, played by McQueen. In the movie, McQueen drives a Porsche 917, which, as iconic and beautiful as it is, was outshone by McQueen's on-track style, his racing suit bearing Heuer sponsorship, and the now-famous Monaco chronograph watch. Like the Carrera, the Monaco had motorsport connections of its own, with its name inspired by the Monaco Grand Prix. The image of McQueen zipping up his suit, Monaco in full view, is now more well-known than the film. The white roll neck, the jacket with its blue, white, and red stripes, and the sponsorship patches adorning it has inspired motorsport style and menswear ever since. The look, the style, and the swagger of McQueen's portrayal of Mark Delany were inspired by Heuer's biggest ambassador, Jo Siffert. McQueen had met Siffert at a race earlier that year and said, "I want to look like Jo, because he's a real racer, a real pro."
McQueen didn't just learn how to drive like a racer from Siffert; he borrowed everything from him down to a tee; that included the watch Siffert had been wearing when they met, the Monaco. By the release of the film in 1971, both Porsche and Heuer were well-known in the racing world, but it was McQueen, driving the 917 with a Monaco on his wrist, who catapulted both brands equally into household names that resonated with style, suaveness, and an undeniable air of cool. The Monaco — with its distinctive case, unique coloring, and winding crown positioned on the left side of the case — broke the regular conventions of watches. It was modernity for the wrist, and its popularity and place in culture to this day hasn't waned.
1985 — Heuer Gets a Motor
In 1985, Heuer was bought by TAG (Techniques d'Avant Garde), and Heuer became the TAG Heuer brand we know today. TAG was known for its supply of engines to Formula 1 cars, which further cemented Heuer's position as the watch brand of racing. Porsche manufactured TAG-Turbo engines for the company in the 1980s for use in F1 cars, winning several constructors' and drivers' titles during the relationship. One of these engines somehow ended up in an extremely rare (likely a one-off) 930-era Porsche 911. This TAG turbo-charged Porsche can only be seen in McLaren's UK headquarters and looks inconspicuous at first glance, but at closer inspection of the trunk, you will find two massive intercoolers feeding the F1 TAG V6 engine.
1993 — Three Icons Meet
In 1993, Finnish F1 legend Mika Häkkinen competed in the Porsche Supercup (which was sponsored by TAG Heuer and continues their association to this day) in Monaco and Hungary. The Porsche Supercup is traditionally the supporting act to the F1 Grand Prix, so for Häkkinen to win in between qualifications, testing, and the race itself is quite the feat. While Häkkinen is far from a style icon himself, the car he drove has extreme “virability” in the cool stakes. On its own, the Porsche 911 964 Carrera 2 is drool-worthy to even the most discerning, but the white paint job and the oversized TAG Heuer sponsorship sprawled across it take this car to a level beyond beautiful. Proof that Porsche and TAG Heuer complement each other to the nth degree.
2010s — The Age of Collaboration
The navigation of a new millennium has not come easy for many brands, with some of the old houses of yesteryear struggling to garner new allegiances. Many have survived on the strength of collaborations, and many have flopped and floundered, throwing their logos at anything that moves slightly upwards on the hype chart. Porsche and TAG Heuer are two brands that navigated the treacherous waters of the 2010s with dignified and subtle elegance, their legacies staying strong. Their collaborations have been refined, well-thought of partnerships, where the brands involved have paid homage to TAG Heuer and Porsche products as fans, sometimes creating invaluable works of art in the process. TAG Heuer recently linked with George Bamford of The Bamford Watch Department on the Aquaracer — a watch Bamford is a self-proclaimed admirer of — and the brand continues their authentic relationship with Fragment Design. Porsche stormed through 2020 with both Aimé Leon Dore and Daniel Arsham offering their takes on the 911, further maintaining the model's relevance in culture. TAG Heuer has also entered 2021 on a high, continuing their groundbreaking list of ambassadors by adding Tennis' œuvre d'art of the moment, Naomi Osaka.
2019 — The Future of Motorsport
Formula E is the future of racing, and the future of racing needs the experience of legends of the past to help it succeed. In August 2019, TAG Heuer and Porsche's unrequited relationship of casual flirting and brief courtship finally resulted in a serious partnership. In the spirit of Jack Heuer's motto, "Time doesn't stop. Why should we?" TAG Heuer became the Porsche Formula E team's title and timing partner, resulting in the new team name, the TAG Heuer Porsche Formula E Team. Frédéric Arnault, CEO of TAG Heuer, said of the partnership: "This partnership with Porsche demonstrates our ongoing commitment and support for Formula E, to which we were a founding partner. Innovation has always been at the core of the TAG Heuer brand, and this partnership with Porsche's new team will enable us to continue bringing to life our ambition to create new and experimental innovations within motorsport."
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