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July 22, 2024

TAG Heuer joins hands with Porsche for Legends of Panamericana

Arushi Sakhuja
It is well known that Porsche and TAG Heuer have been partners for many years, followed by several collaborative watch launches. It has now resulted in the development of an exclusive car project. This year, Porsche and TAG Heuer have partnered to unveil two 718 GT4 RS inspired by the company’s 550 Coupe Carrera Panamericana race cars from 70 years ago. The two cars are a result of a Sonderwunsch project called the ‘TAG Heuer x Porsche – Legends of Panamericana. The interior comes with Guards Red leather seats, black accents with tri-coloured stitching, and exclusive TAG Heuer elements. Also, keep a lookout for car number 154 which gets an exclusive TAG Heuer stopwatch module that isn’t for sale.
Tag x Porsche
Photo Courtesy: Porsche
About the collaboration
The TAG Heuer x Porsche – Legends of Panamericana Sonderwunsch project was inspired by the 550 Coupé in which two customer teams raced in the Carrera Panamericana in 1953. It is based on the 718 Cayman GT4 RS. As an uncompromising car that impresses with its lightweight construction, exceptionally agile chassis tuning and sophisticated aerodynamics, the design of the highest-performing series Cayman is similar to that of the legendary racing car. The Sonderwunsch car with racing number 154 will début at the Rennsport Reunion 7, where it goes on display in the ‘TAG Heuer Heritage Experience’ exhibition.
Legends of Panamericana
Photo Courtesy: Porsche
“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 the 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 of Individualization and Classic at Porsche AG.
In the official press release, TAG Heuer’s CMO George Ciz said,  “This is truly an exciting moment for TAG Heuer. This new collaboration with Porsche represents the peak of our shared dedication to precision and performance. It’s a fusion of our racing heritage and a celebration of the spirit of motorsport. And it is the next logical step of our partnership. These cars are a testament to what’s possible when two iconic brands come together to create something truly exceptional. So it was only logical for this occasion to pay homage to the “Carrera” by designing a very special feature of the car: the TAG Heuer stopwatch module in the centre console.”
A closer look
Both vehicles are adorned in Le Mans Silver Metallic, with numerous other exterior components sharing the same hue. The special paint was created in a successful collaboration between Porsche France, the Automobile Club de l’Ouest (ACO) and the experts at Porsche AG. The TAG Heuer logo, in a slightly darker grey, graces the hood and side blades of the rear wing. An embossed TAG Heuer logo can also be found on the armrest between the driver and the passenger.  A TAG Heuer logo is embossed on the armrest between the driver and the passenger.
Interiors Legends of Panamericana
Photo Courtesy: Porsche
An exclusive feature of the car with the racing number 154 is the TAG Heuer stopwatch module in the centre console. This bespoke component, designed and crafted by TAG Heuer exclusively for this project, is not available for purchase. The left clock, displaying the time, embodies the typical Heuer Carrera design, harmonizing elegance and performance. Hour markers in relief adorn the black dial, while the minutes are marked on the bezel. This mechanical three-hand clock boasts an impressive eight-day power reserve.


Watch Legends of Panamericana
Photo Courtesy: Porsche
The TAG Heuer x Porsche ‘Legends of Panamericana’ is not just a collection of watches; it’s a journey through history, a testament to engineering excellence, and an ode to the pursuit of perfection. This collaboration has set a new standard for partnerships in the luxury industry, leaving an indelible mark on the worlds of horology and motorsports.
Know more here.

Arushi Sakhuja


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