Monterey, September 29, 2023: Seven decades ago, two customer teams each piloting a Porsche 550 Coupé participated in the thrilling Carrera Panamericana race. Fast forward sixty years, and Jack Heuer introduced a special chronograph wristwatch tailored specifically for racing drivers, naming it the TAG Heuer Carrera Chronograph, paying tribute to the iconic Mexican road race. In celebration of this dual anniversary and their deep connection to the Carrera legacy, these two esteemed companies are commemorating the occasion through a unique “Sonderwunsch” project. Collaborating with Porsche Latin America, they have created two exceptional vehicles based on the 718 Cayman GT4 RS. The car bearing racing number 154 is making its debut this weekend at Rennsport Reunion 7, a grand gathering at the Weathertech Raceway Laguna Seca in California.
Porsche and TAG Heuer have shared a longstanding partnership, tracing back to their enduring involvement in motorsports. This partnership has evolved over time, leading to joint watch releases and ultimately culminating in the development of this exclusive automotive project. The ‘TAG Heuer x Porsche – Legends of Panamericana’ Sonderwunsch project draws inspiration from the 550 Coupé, which competed in the Carrera Panamericana in 1953. These creations are built upon the foundation of the 718 Cayman GT4 RS, a vehicle renowned for its uncompromising nature, marked by lightweight construction, exceptional chassis dynamics, and advanced aerodynamics. The design ethos of this high-performance Cayman closely mirrors that of the legendary racing car. The Sonderwunsch vehicle, adorned with racing number 154, will make its debut at Rennsport Reunion 7, where it will be showcased as part of the ‘TAG Heuer Heritage Experience’ exhibition.
Patrick Dempsey, esteemed racing driver, accomplished U.S. actor, and brand ambassador for both TAG Heuer and Porsche, will not only grace the premiere at Rennsport Reunion 7 but will also take the wheel of this new sports car during the first and second stages of this year’s Carrera Panamericana in mid-October. The second vehicle, distinguished by racing number 152, will also be unveiled at the event. This 718 Cayman GT4 RS, differing only slightly from its counterpart, is slated for auction in early 2024, with the proceeds benefiting a noble cause.
These two sports cars were meticulously crafted within the Porsche Sonderwunsch workshop in Stuttgart-Zuffenhausen, with invaluable support from Style Porsche, the company archive, Porsche Latin America, and TAG Heuer. Porsche Exclusive Manufaktur experts enriched these distinctive sports cars with their exceptional blend of craftsmanship and meticulous attention to detail. As part of its Co-Creation strategy, Porsche is reimagining its legendary Sonderwunsch program from the late 1970s, which allows for the creation of one-of-a-kind vehicles tailored to individual customer requests.
Statements on TAG Heuer x Porsche – Legends of Panamericana
“We are delighted to be presenting one of our pair of Sonderwunsch one-off cars as a highlight of this year’s Rennsport Reunion. Both cars incorporate design characteristics of the legendary Porsche 550 Coupé. At the same time, the project demonstrates once again what the Sonderwunsch programme of Porsche AG is capable of,” explains Alexander Fabig, Vice President Individualization and Classic at Porsche AG.
“With TAG Heuer and Porsche, the Carrera Panamericana brought together two brands that have so much in common: innovation, a passion for racing, and making dreams come true. We want to celebrate our partnership with this pair of one-off cars. It’s also a gift to our many enthusiastic customers in Latin America,” says Robert Ader, Head of Marketing at Porsche AG.
“Porsche Latin America is celebrating the legendary Porsche participation in La Carrera Panamericana between 1952-1954, with the creation of these two special vehicles. This year we are proud not only to have created an homage to the starting number 152 who won in its class at the Carrera Panamericana in 1953 but also to reenact the team race with the vehicle starting number 154. In support of our Corporate Social Responsibility programs, the number 152 will be auctioned as well for noble purposes in Mexico” expressed Tobias Eninger, CEO of Porsche Latin America
TAG Heuer’s collaboration with Porsche symbolizes the strategic partnership between two renowned companies, culminating in a joint project to commemorate the 60th anniversary of the Carrera collection. According to George Ciz, TAG Heuer’s CMO, “This is a truly exhilarating moment for TAG Heuer. Our new partnership with Porsche represents the pinnacle of our shared commitment to precision and performance. It’s a fusion of our racing heritage and a celebration of the essence of motorsport. This collaboration is the natural progression of our partnership. These automobiles stand as a testament to the extraordinary possibilities when two iconic brands unite to create something truly exceptional. Hence, it was only fitting to pay homage to the ‘Carrera’ by incorporating a very special feature into the car: the TAG Heuer stopwatch module positioned in the center console.”
Patrick Dempsey, the US actor, racing driver, and brand ambassador for both TAG Heuer and Porsche, expresses his enthusiasm, stating, “The Carrera Panamericana holds a unique status, having long been regarded as the most challenging race in the world. I feel privileged to follow in the footsteps of Porsche’s early motorsport triumphs and the legendary Carrera by TAG Heuer, as I stand at the starting line of this prestigious race this year.” Dempsey, an avid Porsche driver, also leads his own racing team.
Numerous Design Elements Pay Homage to the Carrera Panamericana
The Sonderwunsch project incorporates several design elements that pay tribute to the enduring connection between both companies and the Carrera Panamericana race. Racing numbers 152 and 154 adorn the doors and roofs of these remarkable vehicles. Designer Grant Larson, drawing inspiration from historic photographs of the Porsche 550 Coupé that once graced the legendary race, meticulously crafted these racing numbers. They are intricately carved into negative lettering and framed by a vibrant yellow racing number backdrop.
Both cars feature a striking Le Mans Silver Metallic exterior finish. This distinct color extends to various exterior components, including window surrounds, front and side air intake panels, and all carbon-weave finish elements. This special paint formulation resulted from a successful collaboration between Porsche France, the Automobile Club de l’Ouest (ACO), and Porsche AG. Originally created to mark the 100-year anniversary of the 24 Hours of Le Mans, it now finds its place in the 718 GT4 RS project. The paint pays homage to the exterior hue of the inaugural 24 Hours of Le Mans winner, the 356 SL Coupé, in 1951. Notably, in 1953, two Porsche 550 cars made their Le Mans debut, securing the top two positions in the 1.5-litre class.
Distinctive TAG Heuer logos in a slightly darker grey grace the middle of the bonnet and the side blades of the rear wing on the Sonderwunsch models. This emblematic wordmark also appears through the rear window on the mid-engine’s air filter box and on the wheel hub covers of the central locking rims. A Pegasus motif, found on the front-left wing of racing number 152 and alternatively on the rear-left wheel arch of racing number 154, serves as a reminder that the Porsche 550 Spyder entered in the Carrera Panamericana was one of the pioneering racing cars adorned with sponsor advertising. The winged horse was formerly a part of the Mobil Oil logo. Porsche Tequipment is now recreating an authentic version of this Pegasus as a decal available for all Porsche enthusiasts.
In the interior, a striking contrast emerges as Guards Red leather adorns the seats while the dashboard and door panel trim exude a sleek black finish. Enhancing the onboard interior package, an aluminum black anodized touch adds a touch of sophistication. The steering wheel’s spokes seamlessly integrate with the overall black theme. A captivating detail gracing the interior is the tricolored cross-stitching, mirroring the vibrant hues of the Mexican flag and the iconic TAG Heuer logo. This eye-catching green, white, and red stitching elegantly accents elements such as the steering wheel rim and the dashboard. A distinctive touch lies in the ‘GT4 RS Panamericana Special’ lettering, precision-milled onto the door entry guards and thoughtfully printed on the cup-holder panel on the passenger side.
The skilled artisans at Porsche Exclusive Manufaktur have expertly stitched two integral elements of the Carrera Panamericana logo into the headrests of the seats: the lettering and the artfully stylized racing driver cap. This cap motif also finds a home on the valve caps. Nestled between the driver and passenger, an embossed TAG Heuer logo graces the armrest. A standout feature of the car bearing racing number 154 is the TAG Heuer stopwatch module elegantly positioned in the center console.
In a respectful nod to TAG Heuer’s illustrious history of crafting dashboard-mounted timing instruments, this car introduces a set of new timers inspired by the iconic Heuer Rally Master. The original Rally Master ingeniously segregated timekeeping and chronograph functionalities. On one side, there was the Master-Time, a clock boasting an impressive eight-day power reserve, thanks to the innovative Calibre 63, featuring a double barrel movement. Paired alongside was the Monte Carlo chronograph, named in honor of the renowned rally. This chronograph featured central recording of seconds and minutes, accompanied by a jump-hour recorder. Together, this clock and chronograph combination became a fixture in competition cars of the 1960s. Notably, the Heuer Rally Master was often offered as optional equipment in sports cars, with Porsche being a notable example. These timers were meticulously crafted exclusively for this project. TAG Heuer, and its predecessor Heuer, boasts the most extensive legacy among major watchmaking brands when it comes to dashboard-mounted timing instruments.
This legacy traces back to the introduction of the Time of Trip in 1911, designed for aviation applications. It continued with the Autavia, launched in 1933, which coined its name by combining “Aviation” and “Automobile.” These dash timers have been a longstanding link to the worlds of aviation and motorsports, solidifying the brand’s reputation for crafting dependable and utilitarian timing devices suited for demanding environments.
The inspiration behind these new timers harks back to the original Rally Master set, unveiled in 1958, which masterfully segregated timekeeping and chronograph functions. The Master Time, serving as a clock with an impressive eight-day power reserve, was made possible by the use of a double-barrel movement sourced from Revue Thommen, the Calibre 63, with later models incorporating the Aragno Calibre 28 featuring a single, larger barrel.
Accompanying the Master Time was the renowned Monte Carlo chronograph (although there were other models like the Sebring and Auto-Rallye, the Monte Carlo stands out). Named in homage to the famous rally, this chronograph featured central recording of seconds and minutes, along with a jump hour recorder. The foundational movement used was sourced from A Schild, known as the Calibre 1666, with the intricate jump-hour complications expertly crafted by Dupois-Depraz.
This pairing, known as the Rally Master, quickly became an integral feature in competition cars of that era, especially those designed for rallies and regularity events. Moreover, this model was also made available as optional equipment in sports cars of that time, notably in the Porsche lineup.
About the Carrera Panamericana
The Carrera Panamericana, a formidable road race spanning over 3,400 kilometers through the rugged terrain of Mexico, holds a deep historical connection to both Porsche and TAG Heuer. Porsche ventured into the race arena in 1952, marking its first participation with factory support. The following year, in 1953, the new Type 550 sports car competed as both a Spyder and a Coupé.
The essence of this demanding race and its evocative name served as the catalyst for Jack Heuer to create the inaugural Carrera chronograph wristwatch, which made its debut in 1963. This groundbreaking chronograph was meticulously designed with professional racing drivers and sports car enthusiasts in mind. The watch featured bold, angled lugs, reflecting a spirit of audacity. The dials were equipped with scales for tachymetry, decimal minutes, or a pulsometer. Worth noting, Porsche had also trademarked the name “Carrera.” In 1955, at the International Motor Show (IAA), Porsche unveiled the 356 A 1500 GS Carrera, while the first 911 model to bear the Carrera moniker made its grand entrance in 1972 as the 911 Carrera RS 2.7.
Thus, Porsche and TAG Heuer have steadfastly upheld the Carrera tradition, a name intertwined with the golden era of motorsport. Over the years, the two companies have forged a strong partnership. In the mid-1980s, with the acquisition of Heuer by the TAG Group, the company was rebranded as TAG Heuer. This era also witnessed the creation of the TAG Turbo engine, engineered and constructed by Porsche and funded by TAG Heuer. This engine propelled Niki Lauda to the F1 World Championship in 1984 and Alain Prost to successive titles in 1985 and 1986. Furthermore, the McLaren TAG Porsche team clinched consecutive constructors’ championships in 1984 and 1985.
The relationship deepened in 1999, marked by Porsche’s involvement in the Carrera Cup and Supercup competitions, followed by their participation in the Endurance World Championship. In 2019, Porsche launched its Formula E team, with TAG Heuer as both the title sponsor and official timing partner, marking a new chapter in their collaboration.
Since 2020, TAG Heuer has taken on the role of title sponsor for the Porsche TAG Heuer Esports Supercup, a virtual racing series, further strengthening their partnership across new horizons.
About Porsche
Dr. Ing. h.c. F. Porsche AG, headquartered in Stuttgart-Zuffenhausen, stands as one of the most lucrative vehicle manufacturers worldwide. In the year 2022, Porsche successfully delivered a grand total of 309,884 units encompassing models such as the 911, 718 Boxster, 718 Cayman, Cayenne, Macan, Panamera, and Taycan to customers spanning the globe. Notably, this sports car manufacturer achieved an operating profit of 6.8 billion euros, accompanied by an impressive return on sales, standing at 18.0 percent. Porsche boasts operational facilities in Stuttgart and Leipzig, with an esteemed Development Centre located in Weissach. The brand represents the epitome of modern luxury. Furthermore, Porsche adopts a comprehensive approach to corporate responsibility, addressing economic, ecological, and social aspects. Porsche AG is resolutely working toward attaining a carbon-neutral balance sheet across the entire value chain for its vehicles by the year 2030.
About Porsche Exclusive Manufaktur
Porsche Exclusive Manufaktur and Porsche Classic collaborate to elevate and restore exceptional sports cars, combining the artistry of skilled craftsmanship with an unwavering commitment to detail. As an integral part of its Co-Creation strategy, the sports car manufacturer is reinventing its legendary Sonderwunsch program, initially introduced in the late 1970s. This reimagined program empowers Porsche to craft individualized, one-of-a-kind vehicles, co-designed by the customer and meticulously produced by Porsche’s seasoned experts. This comprehensive suite of services spans Factory Commissioning, enabling customers to specify unique color and material preferences directly in the production process. Additionally, it encompasses Factory Re-Commissioning, which caters to personalized color and material requests after the vehicle has been delivered to the customer. Complementing these services is Factory One-Off, a systematic advancement in technical development. Depending on the vehicle’s age, the adept technical specialists from Porsche Exclusive Manufaktur or Porsche Classic manage the seamless implementation of these bespoke creations.
About TAG Heuer
Established in 1860 by Edouard Heuer amidst the picturesque Jura Mountains of Switzerland, TAG Heuer is a prestigious luxury watch brand that forms an integral part of LVMH Moët Hennessy Louis Vuitton SE (“LVMH”), the world’s preeminent luxury conglomerate. Situated in La Chaux-de-Fonds, Switzerland, and boasting four production facilities, TAG Heuer employs 1,860 dedicated individuals and maintains a global presence in 139 countries. The diverse range of TAG Heuer products can be explored online at www.tagheuer.com in select regions and is available at 260 boutiques and 2,300 retail outlets worldwide. Leading the company is Frédéric Arnault, serving as the CEO of TAG Heuer.
Over the course of 163 illustrious years, TAG Heuer has consistently embodied the essence of avant-garde watchmaking and an unwavering commitment to innovation. This commitment has yielded groundbreaking technologies, including the pioneering oscillating pinion for mechanical stopwatches in 1887, the revolutionary Mikrograph in 1916, the groundbreaking automatic-winding chronograph movement known as Calibre 11 in 1969, and the introduction of the world’s first luxury smartwatch in 2015. Presently, the brand’s primary collection comprises three iconic families, meticulously designed by the visionary Jack Heuer: TAG Heuer Carrera, Monaco, and Autavia. These offerings are complemented by the contemporary TAG Heuer Link, Aquaracer, Formula 1, and Connected lines.
In alignment with TAG Heuer’s guiding motto, “Don’t Crack Under Pressure,” the brand is distinguished by its high-profile partnerships and esteemed brand ambassadors, all of whom embody the brand’s fervor for action and unparalleled performance.
