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Frédéric Arnault: “I started working on the partnership with Porsche as of my arrival in 2017”

The partnership announced today between the car manufacturer Porsche and the watch brand TAG Heuer is promising in terms of 360° activations. The agreement between the two brands clearly goes beyond the classic framework of a collaboration, since technological partnerships are already on the table. A first for a watch brand.

Cristina D’Agostino

By Cristina D’Agostino04 février 2021

Frédéric Arnault, CEO of TAG Heuer (DR)

Frédéric Arnault, CEO of TAG Heuer and Detlev von Platen, member of the Porsche AG executive committee for sales and marketing, were reunited on February 4th via videoconference for the international launch of the strategic partnership between both houses. The collaboration between the two brands is not new, but it is now long-term. The two companies have agreed on activations in the field of GT endurance racing, Formula E, eSport, Porsche monotype championships, classic rallies and technological alliances, insist the two bosses who did not want to reveal the amount of the annual contract.

Luxury Tribune was able to get an exclusive cross-interview a few hours before the launch.

Since when have you been working towards this collaboration resulting today in this large-scale alliance?

Frédéric Arnault: As of the moment I joined the brand in 2017. I went through all of Tag Heuer’s partnerships and it became obvious our strong and legitimate story in the motor racing world should continue. It’s then that I contacted Porsche. We met several times at Porsche’s Stuttgart headquarters and in our home at la Chaux-de-Fonds. Together with Detlev, we exchanged a lot about our brands, and about the vision of our collaboration. After several meetings, we wrote the story that starts today. It has clearly appeared that we both wanted a global partnership, both in terms of marketing, sponsoring, as well as in terms of collaborating on watches, cars, but also regarding technological partnerships. We want consumers to clearly understand the association between our two brands.

Carrera is an emblematic name that has been associated with TAG Heuer and Porsche for generations (DR)

What issues were there to solve before this deal, I’m thinking mainly in terms of other existing partnerships with watch brands?

F. A.: The main issue was first and foremost human. There was a need to create a relationship and understand each other by thinking about the other’s perspective. That took time as this is a long-term global partnership

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