In 2020, Porsche Design announced the launch of the "Custom Build Timepiece" program, which allows customers to personalize their watches by combining the color of the case, bezel, inner ring, strap type, etc. WatchTime editor Marc Bernardo reports on this program, which seamlessly connects the worlds of car and watch design.
Porsche Design "Custom-Built Timepieces"
Text by Mark Bernardo
It's like a watch version of "Porsche Exclusive Manufaktur"
The Porsche 911 has long been loved as an iconic sports car. Ferdinand Alexander Porsche, known for designing this car, founded Studio FA Porsche, also known as "Porsche Design," in 1972. He later expanded his luxury car design into other accessories, such as watches.
Now, the company has announced a new initiative: the "Custom Built Timepiece" program. Simply put, this is a watch personalization service. The program operates in the same way as Porsche's customization service, "Porsche Exclusive Manufaktur." In other words, just as owners of 911s and other Porsches can choose not only the body paint color but also the seat and stitching colors, and even the material of the instrument panel, Porsche Design customers can choose their own watches from over 150 million combinations.
This system will be introduced in Germany and other European countries, and is expected to be adopted in Japan as well. The rules may change when the system is introduced in each country, but at least in Germany, where the service began in July, Porsche dealers are involved in ordering, and users can create their own "dream timepiece" to match their Porsche 911, based on the Porsche Design "Chronotimer Series 1."
150 million combinations are not just for show
So how can you order one? Potential buyers can create a graphic of their preferred watch style down to the smallest details on a dedicated page on the official Porsche Design website.
The first step is to choose a 42mm case, available in titanium or titanium with black DLC. Titanium is 43% lighter than steel, yet it's also durable, corrosion-resistant, and hypoallergenic. DLC-coated cases further harden the material, making them more resistant to wear.
Next, you select the scale on the bezel, the color of the chronograph hands, the color of the ring on the watch face, the strap color and stitching color, and the strap size, in that order. Regarding the strap, you can choose not only leather but also bracelets. Each strap or bracelet has its own detailed specifications, so there are over 300 options to choose from. Roughly speaking, the metal bracelet has screw-fastened links, and like the case, you can choose from titanium or titanium + DLC. There are also options with a push button on the side of the buckle or a butterfly clasp with seven-position adjustment.
The leather strap, as owners have come to expect, is made from the same material as used in Porsche car interiors, features contrasting Porsche stitching, and features a quick-change system that allows the strap to be changed without the use of tools.
The design of the automatic rotor is a must-see for 911 fans
Another feature not to be missed is the movement customization that is available after purchase. You can choose from six designs for the automatic winding rotor, five of which are based on the wheels used in the current 911 Carrera series. The rotor edge color can also be changed, so you can match it to the wheel edge of your car. The movement is the Cal.WERK 01.100, developed in-house at the company's factory in Solothurn, Switzerland. This movement is COSC-certified chronometer and has a power reserve of approximately 48 hours.
The minute track, which matches the style of the 911's classic speedometer, can also be chosen from 27 options to match the car's paint job and interior details. For the final touch, choose your own text to be laser-engraved onto the case back and special collector's box.
As you change the design and specifications on the configurator, the price for that specification is displayed, making it easy to get a sense of your budget. The price of a watch ordered from Porsche Design Custom Built Timepieces will naturally vary depending on the options, but it generally falls between $6000 and $12,500.
Porsche Design estimates that the time from order to delivery will be between 8 and 12 weeks. Once the selection is complete, an online process is activated, scheduling the flow of parts from procurement to design and production. To achieve this complete production process, Porsche Design had to implement an entirely new system.
"Putting a watch into mass production, with over 150 million options available, required a major overhaul of our current ordering and production system," says Rolf Bregman, managing director of Porsche Design, "to enable owners to customize a chronograph to match their car."
Starting in Germany and continuing in succession
Another managing director, Gerhard J. Nowak, sees this new program as the result of years of effort to align watchmaking with the brand's founder's vision for cars. "Besides Ferdinand Alexander Porsche, the founder of Porsche Design and creator of the Porsche 911, we had the strong connections and expertise to successfully combine iconic timepieces with the best of car-making technology," Nowak says. "For Porsche Design, watches have always been at the heart of the company's 50-year history."
The Custom Build Timepiece Program will launch first in Germany in July 2020, followed by the United States in September 2020. The launch date and time in Japan has not been confirmed, but according to Japanese distributor Noble Styling, the introduction itself has been confirmed.
Contact info: Noble Styling Tel.03-6277-1604
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