Behind the HYPE: How Porsche Design Ventured Into Luxury Lifestyle

HYPEBEAST follows the iconic design and legacy of Porsche Design and its prevalence in modern-day commerce.

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In commemoration of the brand’s 50th Anniversary, Porsche Design has unveiled a capsule collection of high-quality lifestyle pieces, including the anticipated relaunch of limited-edition timepieces “Chronograph 1 – 1972 Limited Edition” and “Chronograph 1 – 911 Edition 50Y Porsche Design.” The two new models of the iconic watch were released alongside a one-of-a-kind restored “1972 Porsche 911 S 2.4 Targa Classic,” and the new “911 Edition 50 Years Porsche Design” that is limited to only 750 vehicles worldwide.

The Porsche 911 designer Ferdinand Alexander Porsche founded Porsche Design in continuation of the label’s meritorious design and legacy, entering the commercial space in 1972 with its first bespoke timepiece, the Chronograph 1, inspired by the original Porsche 911 — arguably one of the brand’s most iconic automobiles.

Limited to only 500 models and already sold out, 2022’s “Chronograph 1 – 1972 Limited Edition” features an all-black titanium body, maintaining the model’s original matte case and white-and-red hands, followed by the “Chronograph 1 – 911 Edition 50Y Porsche Design,” featuring a sapphire crystal case that exposes the inner mechanisms of the watch. With production limited to 750 units, the state-of-the-art timepiece reimagines the Porsche 911 experience for your wrist and is exclusively available to owners of the “2022 Porsche 911 Edition 50 Years Porsche Design” — issued by Porsche in honor of the 50-year anniversary.

“The Chronograph 1 – 911 Edition 50Y Porsche Design” features a tachymeter scale and visually mirrors its famed supercar with an all-black titanium body and obsidian rotor cap embossed with the Porsche crest — evoking the center lock mechanism of the 911 wheel design. The remodeled vehicle houses custom branding throughout, including black Sport-Tex seat upholstery accented with slate grey topstitching, a bespoke anniversary badge on the engine grille and branded “50 Years of Porsche Design” and “911” logos embossed on the headrests.

The revamped “1972 Porsche 911 S 2.4 Targa Classic” chassis commemorates the original supercar with a glossy all-black exterior and Platinum-painted wheels, re-engineered with 2,341 cylinder capacity and a flat-six engine generating 187 horsepower. The accompanying timepieces are designed in-house at Porsche Design Timepieces AG in Solothurn, Switzerland. Following the sold out 1972 limited anniversary edition, Porsche Design just introduced the next generation of its most iconic timepiece, the “Chronograph 1 – All black Numbered Edition.”

The 50-Year Anniversary collection is comprised of limited-edition, ready-to-wear lifestyle pieces, including luggage, eyewear, sportswear, and a notable leather jacket inspired by the Porsche 911 Targa. The collection reiterates the brand’s commitment to exemplary innovation and timeless design and positions Porsche Design as a tastemaking brand in the luxury lifestyle commerce space.

Fans of Porsche Design and the Porsche 911 can visit a special exhibition, “50 Years of Porsche Design,” at the Porsche Museum in Stuttgart, Germany, which is open to the public through June.

Watch the video above to dive deeper into Porsche Design’s 50-year limited-edition anniversary collection, and learn more about the famed 911 Targa at Porsche Design’s home website.

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