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Two icons of design history

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Rebirth of an icon.

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It's about time

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A truly epic story

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    50 years of Porsche Design

    Our history is one of time and the spirit of the times.

    50 years of Porsche Design means five decades brimming with passion, innovation, and icons. For our anniversary, we don't just look back proudly at our heritage, but also breathe new life into it with the 50Y Anniversary Collection. Look forward to a year full of intriguing insights, exclusive events, limited edition products and get ready to be inspired by the next chapter of our story.
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    It’s about time for design icons

    In partnership with the world’s leading auction house Sotheby’s, two unique design icons are being offered for auction as a single lot in December 2022. The elaborately restored Porsche 911 S 2.4 Targa from 1972 and a very special one-off timepiece: the Chronograph 1 – 911 S 2.4 Targa, which also dates from the founding year of Porsche Design. The heritage timepiece and exceptional one-of-a-kind classic Porsche will be auctioned as a bundle during New York Luxury Week 2022. The special design of the back of the watch case evokes the historic Fuchsfelge wheel of the Porsche 911 S 2.4 Targa. Another highlight: the VIN of the vehicle is engraved on the case back of the Chronograph 1.

    Developed at the Porsche Design in-house watch Manufaktur in Solothurn, Switzerland, the Chronograph 1 transforms the movement of the wearer’s wrist into energy in a rotationally optimized way to power the Chronograph’s mechanical movement. It perfectly transfers the unique 911 Targa feeling to the wrist and makes this an absolutely exclusive timepiece that honors the past, celebrates the present, and transports the brand into the future.

    Restoration of the 1972 Porsche Targa S 2.4

    An Icon Returns

    Comeback in elaborate form: Porsche 911 S 2.4 Targa

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    Retrospective: down to each part.

    The 911 T 2.4 Targa is dismantled down to the last screw. Every component is checked thoroughly and, if necessary, refurbished or replaced.
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    Reduction: down to the last paint particle.

    The body is immersed in a bath where paint and primer are removed without leaving any residue. Since this work step also removes the rust, the true condition of the metal components is now apparent. Missing parts are restored to pristine condition as sheet metal is laboriously worked by hand. To craft and install them, the experts rely on traditional methods requiring special skills: spot welding, metal active gas welding (MAG) and brazing.
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    Shaping: according to all the rules of art.

    To repair the body, the same original body techniques that were used in production in 1964 are again applied. To achieve maximum precision, we use the latest generation of frame straightening benches and computer-controlled laser measuring systems.
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    Avant-garde: immersion in the CDC bath.

    For state-of-the-art rust prevention, the body-in-white is taken to one of the most advanced CDC lines: that of Porsche AG in Zuffenhausen. The integration of such capabilities into series production is unique in the world. To complete the body work, the perfect paint job is done in Black Uni. In addition, the Fuchsfelge rims are re-anodised.
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    New interpretation: of bar and roof.

    As a special highlight, the Targa bar was coated in Satin Platinum instead of the original in brushed stainless steel. The Targa logo appears in Matte Black.
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    Craftsmanship: combining the new and the old.

    Chequered surfaces contrast with the black leather in the interior of the unique car. At the same time, they resonate with the modern special model. A Classic Black / Cool Grey check pattern in Sport-Tex can be found, for example, in the door panels, in the lower area of the instrument panel and in the central panels of the seats. The strength and elasticity of the current fabric demanded all the skills of our upholsterer, especially when upholstering the 50-year-old seats. There is a “50 Years of Porsche Design” badge on the passenger side.
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    Artfully upgraded: engine and chassis.

    While the 911 T 2.4 Targa was built with 130 horsepower in its original state, the experts from Porsche Classic fully upgraded the engine and chassis to the S version. The model, top-of-the-line in its time, achieved 190 horsepower at 6,500 rpm with a displacement of 2,341 cm3 and featured mechanical fuel injection. Similar to the modern special 50Y Targa model, there is a “50 Years of Porsche Design” badge, featuring with a F. A. Porsche’s signature, attached to the grille of the engine cover at the rear.
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    Top priority: the final acceptance.

    The 911 S 2.4 Targa was thoroughly tested before it could be given to Porsche Design as a gift. Every detail was examined on the test bench, according to methods that are also used in part for current series vehicles. We also worked out the entire tuning with the same amount of effort as with a new vehicle. The final road tests were personally carried out by the Head of Porsche Classic Factory Restoration, Uwe Makrutzki.
     

     

     
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    Porsche 911 S 2.4 Targa: the historical equivalent to the timepiece

    The elaborately restored Porsche 911 S 2.4 Targa returns in impressive form. During the restoration of this classic, a special reinterpretation of the sports car was achieved. The iconic signature of F. A. Porsche, founder of Porsche Design and designer of the legendary Porsche 911, is unmistakable in every detail of the restored model. Original, classic features are seamlessly combined with today standards in this vehicle, dating from Porsche Design’s founding year of 1972. The sports car seats were equipped with the historic original fabrics and houndstooth design in a classic palette of black/cool grey, paying homage to the brand’s anniversary, with ‘50 Years of Porsche Design Edition’ embossed onto the dashboard and headrests, among many other unique details.
    Find out more
    As part of the Porsche Sonderwunsch (special request) programme, every year Porsche Classic restores, designs and refines a handful of unique sports cars – and does so with great craftsmanship and attention to detail. In future, these unique vehicles will be furnished with a special, one-of-a-kind seal that emphasises the exclusivity and individuality of the Sonderwunsch (special request) vehicle projects. One of the first factory One-Offs to receive this exclusive marking is the 1972 911 S 2.4 Targa, which was created in the Porsche Classic workshop to mark the 50th anniversary of the Porsche Design brand.
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    Chronograph 1 – All Black Numbered Edition
    The comeback of the first sports car for the wrist.
    The Chronograph 1 – All Black Numbered Edition is available as of November 2022 and will be produced in a small series of a maximum of 1,000 watches per year in the in-house watch manufactory in Solothurn.
    • Puristic
    • Revolutionary
    • Timeless
    Preorder now
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    P'8950 Iconic 3D 50Y Edition
    Limited to 911 units
    The Latest Technology and a Revolutionary Shape
    The Latest Technology and a Revolutionary Shape
    • 3D printing
    • Shield
    • RXP® earpiece
    Learn more
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    50Y Hardcase Trolley S
    Limited run of 911 units
    Timeless design in carry-on size
    The 50Y Hardcase Trolley’s automotive-inspired character leaves no doubt about its exclusive Porsche Design DNA.
    • Carry-on suitcase
    • 40 l
    • 3 kg
    Learn more
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    P ́8928 Squared Aviator 50Y Edition
    Limited to 1972 units
    The reinterpretation of the P´8478
    The P‘8928 brings the iconic design with its squared aviator form into the here and now.
    • interchangeable lens system
    • 100% ultra-lightweight titanium
    • Flat base 2 curve lenses
    about the product
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    50Y Backpack
    Precision in luggage // 50Y Backpack
    The 50Y Backpack also has the distinctive hallmarks of Porsche Design.
    • Functionality
    • Dynamism
    • Precision
    About the product
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    Chronograph 1 – 911 Edition 50 Jahre Porsche Design
    Limited edition of 750
    Purist design with sports car DNA
    This timepiece is exclusively available to owners of the new Porsche 911 50 Years Porsche Design Edition.
    • Titanium case
    • Ø 40.8 mm
    • Sapphire glass
    About the product

    50Y Anniversary Collection

    Design that writes history.

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    50Y RCT PWRPlate Sneaker

    Limited to 911 units

    350,00

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    50Y Porsche Design PURE Eau de Toilette

    Limited to 1972 Units

    98,00

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    50Y Sunglasses P´8950

    Limited to 911 units

    1 190,00

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    50Y Hardcase Trolley S

    695,00

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    P’8478 – 50Y EDITION

    Limited to 1972 units

    590,00

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    50Y Reversible Jacket

    890,00

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    P ́8928 Squared Aviator 50Y Edition

    Limited to 1972 units

    590,00

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    50Y Weekender

    Limited to 500 units

    745,00

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    50Y Beach Towel

    95,00

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    50Y Sneaker HighTop

    Limited to 911 units

    395,00

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    50Y Cap

    55,00

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    50Y Chequered Flag T-Shirt

    125,00

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    50Y Targa Gloves

    185,00

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    50Y Wallet

    119,00

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    50Y Crew Neck T-Shirt

    115,00

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    50Y Targa Leather Jacket

    Limited to 500 units

    2 490,00

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    50Y Cardholder 8

    75,00

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    50Y Chequered Flag Scarf

    195,00

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    50Y Backpack

    Limited to 500 units

    645,00

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    50Y Billfold 10

    109,00

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    50Y Coffeetable Book

    50,00

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    50Y Denim Pants

    245,00

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    50Y Passport Holder

    109,00

    We write history

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    "Eight theories on the consumption of the future"

    Rethink consumption

    A product like a watch doesn’t just tell the time these days. Values, convictions, and design philosophy are just as ubiquitous and relevant in a purchase decision. Carla Buzasi, CEO of London-based trend research agency WGSN, knows why this will be even more significant in future, with brands representing a whole lifestyle. She brings us along as she reveals the consumption of the future.
    Read more
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    51 highlight products

    Good design is forever

    Everything within Porsche Design was and still is designed in accordance with the design principles set out by F.A.Porsche. These were the basis on which he explicitly claimed to create timeless design, setting out the path for products that are as innovative now as the day they were launched. Time to travel through the past 50 years of Porsche Design with its most iconic products.
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    Interview with Dr. Jan Becker and Roland Heiler

    The future starts now

    We talk about 50 years of Porsche Design together with Porsche Design CEO Dr. Jan Becker and Chief Design Officer Roland Heiler. We cover iconic design from the past to pioneering designs that characterize the future.
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    From a process to perfection

    Good design is functional

    Every day, our designers come up with hundreds of new ideas, but only one ultimately makes it into the Porsche Design Shops as a fully-fledged product. What has to happen in order to find the one and only right idea and send it through the design process until everything falls into place? Taking the example of the P'8928 sunglasses, we talk to our designers to reveal the processes behind our products and why no other alternative endings are possible.
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    Porsche Design and Porsche

    Know your roots

    The origins of Porsche Design are based in that era's zeitgeist. The Chronograph I of 1972 saw F. A. Porsche present his idea of good design: Functionality and consistency through streamlined design. This design was based on the Porsche 911 and represented a revolution. The approach of combining design and function as contrasts remains a feature of both brands today—ultimately, they have the same roots.
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    Ferdinand Alexander Porsche

    Good Design Is Determined

    A designer who never set great store by fame and notoriety, and yet was one of the world’s best: Ferdinand Alexander Porsche.
    To this day, his ideas and visions are the main component of Porsche Design DNA. We have carefully compiled his statements in interviews and journalistic profiles and the memories of his closest relatives in order to create an image of the personality that F. A. Porsche was, creative and multifaceted in equal measure.
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