Seoul, Republic of Korea – 11 August 2022: TAG Heuer and Porsche, who entered a global partnership in 2021, celebrate the launch of their very first collaborative smartwatch, the TAG Heuer Connected Calibre E4 – Porsche Edition.
Revealed last Thursday, the latest timepiece born from the collaboration between the Swiss luxury watchmaker and the German car manufacturer is the ultimate expression of excellence in technology, connectivity and design.
One of the leading luxury smartwatches since its launch in 2015, the newest TAG Heuer Connected Calibre E4 – Porsche Edition introduces a fresh black and blue aesthetic inspired by the all-electric Porsche Taycan, along with bespoke connectivity features developed exclusively for owners of Porsche cars, to enhance their driving experience, in addition to the wide range of sport and wellness apps already offered in TAG Heuer’s proprietary digital ecosystem.
Seoul, a metropolis that represents sleek modernity, groundbreaking technology and a forward- thinking spirit so central to both brands, was the perfect backdrop for this watch reveal that so expertly blends innovation and elegance.
The launch also coincides with the beginning of Seoul’s very first and thrilling two-race weekend of Formula E, the electric single-seater world championship of which TAG Heuer is a founding partners and in which the TAG Heuer Porsche Formula E Team, the two brands’ first joint endeavor, will be competing.
To mark the occasion, TAG Heuer took over the SJ Kunsthalle in trendy and exclusive Chengdam- dong – where TAG Heuer’s Cheongdam boutique is located – inviting the brands’ closest friends, partners, media and personalities to discover the new watch and experience the power of what is possible when two of the world’s biggest brands come together as one.
Korean actor and TAG Heuer ambassador Wi Ha Jun was present for the memorable event. He is one of Korea’s most popular actors and models, rising to international fame in 2021 for his inspiring role in the K-drama series Squid Game. He was joined by K-pop artist Zico as well as TAG Heuer Porsche Formula E Team drivers André Lotterer and Pascal Wehrlein.
One of the evening’s highlights was the reveal of the TAG Heuer Porsche Formula E Team’s new special livery for the weekend, decking out the 99X Electric in the unmistakable colors of the new TAG Heuer Connected Calibre E4 – Porsche Edition, frozen blue and black, and echoing the bold timepiece’s new “Circuit” watch face.
With this stand-out new look, the all-electric racecar took to the night-lit streets of Seoul to showcase its understated power in a short film screened for the guests this evening.
The crowd of watch and automotive enthusiasts were also able to discover the new TAG Heuer Connected Calibre E4 – Porsche Edition up close in an immersive display space designed with mesmerizing glow-in-the-dark features.
George Ciz, CMO of TAG Heuer said “We are delighted to be in Seoul with our close partner Porsche to celebrate the launch of the first and much-anticipated TAG Heuer Connected Porsche Edition. And what better moment than Seoul’s first E-Prix weekend, to see our shared values and ambitions around technology, design, performance, precision and connectivity come to life, on and off the track, in such an exciting way.”
Holger Gerrmann, CEO of Porsche Korea, added “Porsche and TAG Heuer bring together what our customers love the most about us: authentic heritage, thrilling sports events, unique life experiences and the fulfilment of dreams. The strong friendship of Porsche and TAG Heuer is rooted in a long tradition and I am more than happy that we are continuously innovating our strategic collaboration.”
George Ciz, CMO of TAG Heuer and Holger Gerrmann, CEO of Porsche Korea. Photo: Choi, Yunho
The celebration of the TAG Heuer Connected Calibre E4 – Porsche Edition launch in Seoul will resonate around the world. It reaffirms the brand’s enduring commitment to avant-garde watchmaking and the strength and synergy born from its global partnership with Porsche. Together they keep pushing the limits of creativity, connectivity and design, creating bold, disruptive and cutting-edge products that deliver an outstanding experience and set a new standard of excellence for the future.
Wi, Hajun and the singer Zico.
more information: tagheuer.com
Photo: Choi, Yunho