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Porsche Design celebrates its 50th birthday.
Targa 4 GTS: 911 Edition 50 Jahre Porsche Design, 2022, Porsche AG, © 2022 Dr. Ing. h.c. F. Porsche AG

When you hear Porsche, you involuntarily think of the 911. And when you talk about the sports car icon, you think of its designer Ferdinand Alexander Porsche (1935 to 2012) and the company he founded in 1972, Porsche Design. Now the studio is celebrating its 50th anniversary with the “It’s about time” anniversary campaign conceived by M&C Saatchi Sport& Entertainment, which kicks off with new editions of classic watches and two 911 models. In a special edition limited to 750 units, the “911 Edition 50 Years of Porsche Design” is reminiscent of the design icons of Ferdinand Alexander Porsche with numerous equipment details.

The historical references of the special model, which is based on the 911 Targa 4 GTS, include details such as the exterior colour, the centre panels of the seats upholstered in Sport-Tex in a classic check pattern and the red second hand of the subsecond clock of the standard Sport Chrono Package. The paintwork in black or optionally in deep black metallic as well as the Targa bar painted in silky Platinum make a reference to the company: “Black was the colour of the very first Porsche Design product, the Chronograph I. This is why we chose this colour for our edition. That’s why we chose this colour for our edition model. The accent colour Platinum refines the black lacquer in a similar way to what was done in the past with chrome details,” says Roland Heiler, Managing Director and Chief Designer Design Studio F.A. Porsche in Zell am See. There are plenty of hints of the anniversary on the edition model: an “Edition 50 Years of Porsche Design” badge sits on the louvres of the boot lid grille, the headrests bear an embossed logo, which can also be found in the door entry panels made of brushed black aluminium. Aware of its history and in all its beauty, the 1972 Porsche 911 S 2.4 Targa also returns as a unique specimen, restored by Porsche Classic in close cooperation with Porsche Design.

To mark the anniversary, the studio is also reissuing the Chronograph I from 1972 with a black dial, red hand for the stop-second, luminescent hour indices and anti-reflective glass for optimum readability. Buyers of the 911 special model can purchase the watch to match the sports car. However, there is also a Limited Edition limited to 500 pieces with a historic logo and lettering, which dispenses with the visual parallels to the vehicle special model and is regularly available from the studio. The short film “It’s about time – 50 years of Porsche Design” also tells the story of the Design Studio and the timelessness of great design. Over the course of the year, it will honour the importance of time with further campaigns, products and the newly published book “50Y Porsche Design”. Limited collections from the areas of fashion, shoes and sportswear, luggage and accessories as well as special eyewear series complete the anniversary range.

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