Watches In focus: capturing the TAG Heuer Carrera at the Porsche Museum

In May 2023, the renowned Porsche Museum in Stuttgart was transformed into a dynamic studio as TAG Heuer orchestrated an elaborate photo shoot for our new book, TAG Heuer Carrera: The Race Never Stops. A glorious selection of TAG Heuer Carrera timepieces were the stars of the shoot. Like muses, each watch was posed alongside a car made in the same decade or year, effortlessly linking TAG Heuer and Porsche’s storied past and present. Here’s a behind the scenes look at how we brought to life the lush images that you’ll find in the book.

As you entered the Porsche Museum during the shoot, you were met with an exciting blend of organized chaos and meticulous attention to detail. We collaborated with a seasoned photography crew and a model who moved in a carefully choreographed dance amidst the vintage Porsche collection. 

The model, clad in high-end fashion that complemented the elegance of the watches, posed with a casual yet deliberate precision beside the bevy of Porsche speedsters. The TAG Heuer Carrera watches gleamed under the lights. Their brilliance juxtaposed against the vintage allure of Porsche’s creations.

The photographers navigated through the vibrant environment, capturing a multitude of angles. They made sure that every intricate detail was highlighted. It wasn’t merely about creating aesthetically pleasing images, but capturing the legacy of the TAG Heuer Carrera. Every photo that has found a place in the book evokes a moment in time. A landmark in the story of the collection.

The final results of the photo shoot will live on through the book. TAG Heuer Carrera: The Race Never Stops tells the tale of a watch collection with a storied history, an enduring legacy, and, as we learnt at the Porsche Museum, a photogenic charm.

TAG Heuer Carrera: The Race Never Stops is available at TAG Heuer boutiques and bookstores near you.

The Porsche Museum, which gives you a close-up of the car maker’s rich heritage, is open to the public. If you’d like to visit the museum, head over to the website for more.