“TAG Heuer and Porsche. Тwo icons of design, quality and innovation have journeyed in parallel since 1963. The time has come to unite on a single track.” When the global partnership was announced, those were the words that framed it. Both brands shared the name Carrera, the name of the most dangerous road race in the world. Jack Heuer created the Carrera chronograph in 1963. Porsche named its most powerful engine Carrera after its victory in the same race. The convergence had always been inevitable.
Our campaign, “One Name. Two Legends. Reignited,” was built around that founding parallel. We set up a strong new visual territory rooted in motorsports heritage, past, present and future, launching the TAG Heuer Carrera Porsche Chronograph as the first expression of the alliance: design cues drawn from the 911, red racing accents, materials that reference Porsche interiors.
As our CCO Alexander Kalchev described it, the accompanying Tangents film is an homage to the story of two brands who, like two people who have been living parallel lives, meeting briefly, exchanging a glance, to finally one day meet and start a new adventure.
