Follow
0
Watches

And Action!

TAG Heuer has been a partner of motorsport for as long as the 911 has been part of the Porsche line-up. No surprise then that the two brands have joined forces in creating the Carrera Collection. In our interview with George Ciz, the Chief Marketing Officer of TAG Heuer talks about adrenaline, style and modern luxury.

  • Interview
    Bernd Haase
  • Fotos
    Tag Heuer
Let’s start by focusing in on the theme of our magazine: “Wild Things”. What is TAG Heuer’s wild side?

Wild is part of our trademark. Action is our passion. We are committed to motorsport and love the thrill of it. There’s a good reason big wave surfers Kai Lenny and Maya Gabeira are among our brand ambassadors. Both are legends in their sport. We also work closely with Thierry Donard, who pushes the limits of extreme sports with his film series La Nuit de la Glisse. One of the key figures in our company history, Jack Heuer, is a passionate racer and skier. We still live that passion today.

Jack Heuer introduced the Heuer Carrera sixty years ago, as a reference to the Carrera Panamericana road race. What makes this collection so special?

When Heuer first heard about the Carrera Panamericana, he was fascinated. “Carrera” sounded mysterious and fast-paced to him, perfect for a racing watch. It had to be a chronograph that could be read even at 150 km/h with both hands on the steering wheel shaking from the vibrations of the car. What makes the Heuer Carrera so special is its timeless design. To celebrate the sixtieth anniversary of this watch, we presented an anniversary model that was strictly based on the first version of the Carrera. And people loved it. That shows that these design codes are still relevant. I call that Swiss avant-garde. The watch captures the essence of who we are. Because there’s a lot of passion in it.

A focus on precision and perfection, a passion for performance and competition – the partnership between TAG Heuer and Porsche brings together what belongs together.
Do you wear them yourself?

I bought my first Carrera in 2012, a limited edition for Jack Heuer’s eightieth birthday. I just loved it. It felt like I was wearing a piece of history. That’s what I love about the Carrera: its history with these many amazing chapters. That’s what made it an icon.

Is that what makes design timeless: the story it tells?

Timeless design itself is part of the story: the perfect lines, the way we designed the thickness of the watch, the push buttons, the crown, the legibility of the dial and the overall elegant simplicity. If it hadn’t been so avant-garde at the time, the story of this watch would also be a different one. But this Swiss avant-garde design, together with its sixty-year history, that’s what makes this watch so unique.

TAG HEUER CARRERA CHRONOSPRINT x PORSCHE – Steel Edition
Case: 42 mm diameter, fine-brushed/polished steel, domed sapphire glass with double anti-reflective treatment

Movement: Calibre TH20-08 Automatic Chronograph

Dial: Shimmery silver dial, rhodium-plated, facetted, polished hour and minute hands with white Super-LumiNova®, three counters with red-lacquered hands
How do you find the right brand ambassadors? You have Patrick Dempsey and Ryan Gosling under contract, among others.

We go about this very carefully so we find the ambassadors who perfectly embody our values. And we’ve succeeded in doing that with the people who currently represent our brand. Ryan Gosling is enjoying tremendous success right now with Barbie, and Patrick Dempsey is not only a Hollywood celebrity but is also personally committed to racing. The fact that he’s an ambassador for Porsche as well is a wonderful coincidence, because that’s a fantastic link to bring our two brands together.

You’ve had an official partnership with Porsche since 2021, though your mutual history goes back even longer. Why did it take so long for you to officially join forces?

There are in fact many overlaps between the two brands: We both value innovation, the founding families play a big role, and neither brand was established with the aim of creating a luxury product, but with a focus on performance. We also share a passion for sport and competition, not to mention precision and perfection. And both brands have been inspired by the Carrera name. Sometimes it just takes a little while longer for the stars to align perfectly. And that makes us even happier to be able to celebrate this anniversary together. Porsche presented its first 911 in 1963, the same year that we presented our Carrera Collection.

Precision watches are cutting-edge technology for the wrist. This is TAG Heuer’s constant focus at its in-house institute, which will yield many new developments in the years to come.
Porsche and TAG Heuer are both classic brands that are aggressively embracing digitization. How does a watch like the Carrera fit into this context?

That goes hand in hand. We live in an increasingly connected world. And TAG Heuer has always stood for innovation and avant-garde. We were the first luxury brand to introduce a connected watch. That was pioneering work. We have a team of more than sixty software developers and engineers in Paris working on this product. It’s an important business area for us.

How would you describe the typical TAG Heuer customer?

You’re talking to one right now. I’ve been a fan of the brand ever since I saw the lettering and the logo on the racetracks as a little kid. Many of our customers feel the same way: they love ( … )

→ You can read the full interview in the new ramp #62 "Wild Things".
ramp #62 Wild Things
And Action!

ramp #62 Wild Things

Das Unterwegs, ein wunderbar weißes Blatt, das sich uns mit einer fröhlichen Unberechenbarkeit als geniale Spielfläche für Versuch und Irrtum, für Neugier und Spontanität, Überraschungen und Fantasie anbietet. Alles ziemlich wild hier. Wie im echten Leben eben.

Similar articles

Our Bestsellers

  • The Ferrari Book
    The Ferrari Book
    100,00 EUR
    Explore the evolution of Ferrari from its beginnings to its current status as a symbol of luxury and performance.
  • rampstyle #33 When You Know, You Know
    rampstyle #33 When You Know, You Know
    20,00 EUR
    Knowledge makes all the difference. Sound knowledge not only gives us a solid foundation from which to navigate the world, it also inspires new ideas. Knowledge has impact. At the very least, it’s stimulating. Because, having become curious, we immerse ourselves in a topic, explore what it all really means.
  • The Porsche Book
    The Porsche Book
    100,00 EUR
    An opulent and entertainingly informative coffee table book about the elite of automobiles – Porsche! It offers a comprehensive view of the brand's significance in pop culture and automotive history.
  • rampstyle #32 Stay Cool
    rampstyle #32 Stay Cool
    20,00 EUR
    A professional survival tip for beginners: If you become lost and a search is initiated for you: Stay put. This may sound simple, but it is not. In stressful situations, our brain releases a substantial amount of norepinephrine into the relevant receptors, which unfortunately significantly impairs cognitive function.
  • Mercedes-Benz Milestones
    Mercedes-Benz Milestones
    50,00 EUR
    In the visually stunning coffee table book Mercedes-Benz Milestones, the ramp editorial team takes you on a journey through the history of the internationally coveted German car manufacturer.
  • BMW Milestones
    BMW Milestones
    50,00 EUR
    The ultimate BMW guide: The icons of the car brand in a visually stunning coffee table book.
  • ramp #64 How About That!
    ramp #64 How About That!
    20,00 EUR
    Surprises open our eyes to new things, which now isn't really a big surprise. The unexpected simply stays in memory longer, sparks curiosity – and prompts action. Essential for adapting to a changing world. The future might just be warming up for progress. It's meant to move forward effectively.
  • ramp #65<br>Surfing Cowboys
    ramp #65
    Surfing Cowboys
    20,00 EUR
    If you think "Surfing Cowboys" refers to neoprene-clad prairie riders or surfers wearing cowboy hats, you're slightly off the mark in this case. In the latest issue of our Car.Culture.Magazine, it's about the meeting of two quintessentially American archetypes, both embodying a deep longing for lived independence and untamed, self-determined freedom.
  • rampstyle #31 Isn't That Something?
    rampstyle #31 Isn't That Something?
    20,00 EUR
    Focusing on the essentials, blocking out everything else... If you’re focused, you’ve already mastered one important key skill. In our multimodal world, focus is, unfortunately, a rather limited resource. In particularly focused moments, we forget all about time. But do we run the risk of developing tunnel vision? Does focus lose its power over time? Do we become habituated? Far from it. Unexpected surprises? Bring ‘em on!
  • ramp #63 Happy on the Road
    ramp #63 Happy on the Road
    20,00 EUR
    Happy on the road? You bet. For any respectable car culture magazine, after all, being happy on the road is a mandatory prerequisite. Over time, and with a little bit of luck (which is, after all, a close relative of happiness), these feelings cheerfully blossom into an emotional foundation that ...
  • rampstyle #30 Blue Skies
    rampstyle #30 Blue Skies
    20,00 EUR
    After “All Summer Long” here’s our follow-up issue with the title “Blue Skies”. Of course. Because readers who know a little something about the English singer and songwriter Chris Rea will have already noticed how we’ve come full circle here. The blue sky as a symbol of hopeful optimism about what’s to come.
  • ramp #62 Wild Things
    ramp #62 Wild Things
    20,00 EUR
    Just heading along, the journey itself a wonderfully blank page that presents itself to us with a cheerful unpredictability, as an inspired playing field for trial and error, for curiosity and spontaneity, unexpected surprises and flights of fancy. Wild and untamed. Just like life itself.
  • Director’s Cut: Luxury
    Director’s Cut: Luxury
    80,00 EUR
    125,00 EUR
    Luxury is enticing and exciting, polarizing and provocative, not to mention that it is good for the economy. But the essence of luxury goes far beyond the material. Luxury appeals to our senses, our dreams and our desires. It immediately evokes images that are as precise as they are diverse. Luxury also triggers some pretty clear opinions – both favorable and unfavorable.
  • rampdesign: Success by Design
    rampdesign: Success by Design
    20,00 EUR
    A design that makes all the difference? Always a nice task. An even more exciting task is the development of an attractive and desirable design that is derived coherently from the brand and which creates long-term brand awareness using a modern approach. Which makes it so important to come up with a design that differentiates and positions the brand effectively.
  • rampstyle #29 All Summer Long
    rampstyle #29 All Summer Long
    20,00 EUR
    Barcelona in summer. With Alvaro Soler - and a Porsche 911 SC. An approach to the phenomenon and the person Yves Saint Laurent. We spoke with Udo Kier in Palm Springs, and Luc Donckerwolke in his garage. And then there's the cover - and the associated story of House of Spoils.
  • Porsche 911 Everlasting Love Stories
    Porsche 911 Everlasting Love Stories
    99,00 EUR
    Sixty years of the Porsche 911 – sixty years that stand for very personal, highly emotional relationships of love involving this sports car. Stories marked by love, lust and passion. Captured in this high-quality illustrated book.
  • ramp #61 Love Is in the Air
    ramp #61 Love Is in the Air
    20,00 EUR
    Blue skies, the scent of fresh grass, the warmth of the moment – but above all: sunshine. The light of the sun’s rays, scientists say, is the decisive factor at the beginning of the warm season that triggers the merry mix of happiness hormones which energetically drive us headlong into the summer.
  • rampstyle #27 <br> By the Way
    rampstyle #27
    By the Way
    20,00 EUR
    Did you know that between thirty and fifty percent of all scientific discoveries are the result of coincidence? Velcro, Viagra, X-rays – sometimes people find things without even looking for them, but they are rewarded with an unexpected alternative.
  • rampstyle #28 Into the Great Wide Open
    rampstyle #28 Into the Great Wide Open
    20,00 EUR
    An exclusive fashion editorial with Tim Bendzko. Unseen pictures by photographer Anouk Masson Krantz. A conversation with star director Guy Ritchie and a somewhat different interview with musician Dan Auerbach. All this and much more awaits you in this issue of rampstyle.
  • Director’s Cut: The Lamborghini Book
    Director’s Cut: The Lamborghini Book
    100,00 EUR
    Author texts, expert interviews and aesthetically pleasing imagery do the brand justice in all aspects and make the book a must-have for all car fans and Lamborghini enthusiasts. Alongside exclusive design sketches, an overview of all series models with full technical specifications completes this extraordinary and ambitious book project.
  • The Lamborghini Book
    The Lamborghini Book
    100,00 EUR
    Author texts, expert interviews and aesthetically pleasing imagery do the brand justice in all aspects and make the book a must-have for all car fans and Lamborghini enthusiasts. An overview of all series models with full technical specifications completes this extraordinary and ambitious book project.
  • ramp #60 Too Cool to Handle.
    ramp #60 Too Cool to Handle.
    20,00 EUR
    A magazine about coolness? Among other things. But one thing at a time. First of all, it’s off to the movies. There’s this businessman from Boston who helps relieve a bank of a substantial amount of money. The insurance companies are on to him, but they can’t prove a thing. That, in a nutshell, is the plot of...
  • ramp #59 Tomorrow Is Yesterday
    ramp #59 Tomorrow Is Yesterday
    18,00 EUR
    “Tomorrow Is Yesterday” was the title of an episode of the television series Star Trek, and although it was the nineteenth episode overall, it was the first to flicker into German living rooms fifty years ago this May. The story revolved around timelines and time travel.
  • rampstyle #26 Good News
    rampstyle #26 Good News
    15,00 EUR
    Two thin ovals far up inside a circle, a curved arc below, sketched on sunny yellow. In a split second, our brain has combined the elements into a smiling face, instantly putting us in a good mood. Wonderful! A smiley like that just feels good.
  • Men’s manual - Best of rampstyle by Michael Köckritz
    Men’s manual - Best of rampstyle by Michael Köckritz
    29,90 EUR
    Existential questions are answered here: How do I build the perfect sandcastle? How do I start a band? Is there a perfect record player? (Spoiler Alert: yes, there is). Men´s manual is a supergroup of sorts: ramp and teNeues throw together their concentrated expertise in lifestyle.
  • The Ferrari Book
    The Ferrari Book
    100,00 EUR
    Explore the evolution of Ferrari from its beginnings to its current status as a symbol of luxury and performance.
  • rampstyle #33 When You Know, You Know
    rampstyle #33 When You Know, You Know
    20,00 EUR
    Knowledge makes all the difference. Sound knowledge not only gives us a solid foundation from which to navigate the world, it also inspires new ideas. Knowledge has impact. At the very least, it’s stimulating. Because, having become curious, we immerse ourselves in a topic, explore what it all really means.
  • The Porsche Book
    The Porsche Book
    100,00 EUR
    An opulent and entertainingly informative coffee table book about the elite of automobiles – Porsche! It offers a comprehensive view of the brand's significance in pop culture and automotive history.
  • rampstyle #32 Stay Cool
    rampstyle #32 Stay Cool
    20,00 EUR
    A professional survival tip for beginners: If you become lost and a search is initiated for you: Stay put. This may sound simple, but it is not. In stressful situations, our brain releases a substantial amount of norepinephrine into the relevant receptors, which unfortunately significantly impairs cognitive function.
  • Mercedes-Benz Milestones
    Mercedes-Benz Milestones
    50,00 EUR
    In the visually stunning coffee table book Mercedes-Benz Milestones, the ramp editorial team takes you on a journey through the history of the internationally coveted German car manufacturer.
  • BMW Milestones
    BMW Milestones
    50,00 EUR
    The ultimate BMW guide: The icons of the car brand in a visually stunning coffee table book.
  • ramp #64 How About That!
    ramp #64 How About That!
    20,00 EUR
    Surprises open our eyes to new things, which now isn't really a big surprise. The unexpected simply stays in memory longer, sparks curiosity – and prompts action. Essential for adapting to a changing world. The future might just be warming up for progress. It's meant to move forward effectively.
  • ramp #65<br>Surfing Cowboys
    ramp #65
    Surfing Cowboys
    20,00 EUR
    If you think "Surfing Cowboys" refers to neoprene-clad prairie riders or surfers wearing cowboy hats, you're slightly off the mark in this case. In the latest issue of our Car.Culture.Magazine, it's about the meeting of two quintessentially American archetypes, both embodying a deep longing for lived independence and untamed, self-determined freedom.
  • rampstyle #31 Isn't That Something?
    rampstyle #31 Isn't That Something?
    20,00 EUR
    Focusing on the essentials, blocking out everything else... If you’re focused, you’ve already mastered one important key skill. In our multimodal world, focus is, unfortunately, a rather limited resource. In particularly focused moments, we forget all about time. But do we run the risk of developing tunnel vision? Does focus lose its power over time? Do we become habituated? Far from it. Unexpected surprises? Bring ‘em on!
  • ramp #63 Happy on the Road
    ramp #63 Happy on the Road
    20,00 EUR
    Happy on the road? You bet. For any respectable car culture magazine, after all, being happy on the road is a mandatory prerequisite. Over time, and with a little bit of luck (which is, after all, a close relative of happiness), these feelings cheerfully blossom into an emotional foundation that ...
  • rampstyle #30 Blue Skies
    rampstyle #30 Blue Skies
    20,00 EUR
    After “All Summer Long” here’s our follow-up issue with the title “Blue Skies”. Of course. Because readers who know a little something about the English singer and songwriter Chris Rea will have already noticed how we’ve come full circle here. The blue sky as a symbol of hopeful optimism about what’s to come.
  • ramp #62 Wild Things
    ramp #62 Wild Things
    20,00 EUR
    Just heading along, the journey itself a wonderfully blank page that presents itself to us with a cheerful unpredictability, as an inspired playing field for trial and error, for curiosity and spontaneity, unexpected surprises and flights of fancy. Wild and untamed. Just like life itself.
  • Director’s Cut: Luxury
    Director’s Cut: Luxury
    80,00 EUR
    125,00 EUR
    Luxury is enticing and exciting, polarizing and provocative, not to mention that it is good for the economy. But the essence of luxury goes far beyond the material. Luxury appeals to our senses, our dreams and our desires. It immediately evokes images that are as precise as they are diverse. Luxury also triggers some pretty clear opinions – both favorable and unfavorable.
  • rampdesign: Success by Design
    rampdesign: Success by Design
    20,00 EUR
    A design that makes all the difference? Always a nice task. An even more exciting task is the development of an attractive and desirable design that is derived coherently from the brand and which creates long-term brand awareness using a modern approach. Which makes it so important to come up with a design that differentiates and positions the brand effectively.
  • rampstyle #29 All Summer Long
    rampstyle #29 All Summer Long
    20,00 EUR
    Barcelona in summer. With Alvaro Soler - and a Porsche 911 SC. An approach to the phenomenon and the person Yves Saint Laurent. We spoke with Udo Kier in Palm Springs, and Luc Donckerwolke in his garage. And then there's the cover - and the associated story of House of Spoils.
  • Porsche 911 Everlasting Love Stories
    Porsche 911 Everlasting Love Stories
    99,00 EUR
    Sixty years of the Porsche 911 – sixty years that stand for very personal, highly emotional relationships of love involving this sports car. Stories marked by love, lust and passion. Captured in this high-quality illustrated book.
  • ramp #61 Love Is in the Air
    ramp #61 Love Is in the Air
    20,00 EUR
    Blue skies, the scent of fresh grass, the warmth of the moment – but above all: sunshine. The light of the sun’s rays, scientists say, is the decisive factor at the beginning of the warm season that triggers the merry mix of happiness hormones which energetically drive us headlong into the summer.
  • rampstyle #27 <br> By the Way
    rampstyle #27
    By the Way
    20,00 EUR
    Did you know that between thirty and fifty percent of all scientific discoveries are the result of coincidence? Velcro, Viagra, X-rays – sometimes people find things without even looking for them, but they are rewarded with an unexpected alternative.
  • rampstyle #28 Into the Great Wide Open
    rampstyle #28 Into the Great Wide Open
    20,00 EUR
    An exclusive fashion editorial with Tim Bendzko. Unseen pictures by photographer Anouk Masson Krantz. A conversation with star director Guy Ritchie and a somewhat different interview with musician Dan Auerbach. All this and much more awaits you in this issue of rampstyle.
  • Director’s Cut: The Lamborghini Book
    Director’s Cut: The Lamborghini Book
    100,00 EUR
    Author texts, expert interviews and aesthetically pleasing imagery do the brand justice in all aspects and make the book a must-have for all car fans and Lamborghini enthusiasts. Alongside exclusive design sketches, an overview of all series models with full technical specifications completes this extraordinary and ambitious book project.
  • The Lamborghini Book
    The Lamborghini Book
    100,00 EUR
    Author texts, expert interviews and aesthetically pleasing imagery do the brand justice in all aspects and make the book a must-have for all car fans and Lamborghini enthusiasts. An overview of all series models with full technical specifications completes this extraordinary and ambitious book project.
  • ramp #60 Too Cool to Handle.
    ramp #60 Too Cool to Handle.
    20,00 EUR
    A magazine about coolness? Among other things. But one thing at a time. First of all, it’s off to the movies. There’s this businessman from Boston who helps relieve a bank of a substantial amount of money. The insurance companies are on to him, but they can’t prove a thing. That, in a nutshell, is the plot of...
  • ramp #59 Tomorrow Is Yesterday
    ramp #59 Tomorrow Is Yesterday
    18,00 EUR
    “Tomorrow Is Yesterday” was the title of an episode of the television series Star Trek, and although it was the nineteenth episode overall, it was the first to flicker into German living rooms fifty years ago this May. The story revolved around timelines and time travel.
  • rampstyle #26 Good News
    rampstyle #26 Good News
    15,00 EUR
    Two thin ovals far up inside a circle, a curved arc below, sketched on sunny yellow. In a split second, our brain has combined the elements into a smiling face, instantly putting us in a good mood. Wonderful! A smiley like that just feels good.
  • Men’s manual - Best of rampstyle by Michael Köckritz
    Men’s manual - Best of rampstyle by Michael Köckritz
    29,90 EUR
    Existential questions are answered here: How do I build the perfect sandcastle? How do I start a band? Is there a perfect record player? (Spoiler Alert: yes, there is). Men´s manual is a supergroup of sorts: ramp and teNeues throw together their concentrated expertise in lifestyle.