The epitome of a minimalist designer, Professor Ferdinand Alexander ‘Butzi’ Porsche was quoted as saying: “When you rethink the function of something, the form sometimes emerges as if by itself” – a philosophy that, 50 years later, still drives the engineers and designers at Porsche Design.
In 1972, F.A. Porsche founded Porsche Design with his brother Hans-Peter. Having designed the Porsche 911 he had the vision to create a company that would take the principles and the spirit of Porsche beyond the automobile itself. All Porsche Design products are synonymous with precision, perfection, intelligent features, a sophisticated functional design, and an impressive level of technological innovation.
What is more, based on his belief that “good design must be honest” he planned to elevate Porsche Design to an internationally renowned premium lifestyle brand, known for functional and durable products with a purist form.
Following his credo of primarily optimizing the design for function and reducing the form right down to the basic essentials, he promoted a spirit of overcoming the familiar with new and exceptional solutions.
Today, 50 years later, Managing Director Roland Heiler and his team still follow that philosophy. Using authentic materials, they design carefully thought-out, functional, and durable products with a purist aesthetic.
The History of Porsche Design
Even though Porsche had been producing car-themed accessories since the 1950s, with luggage, purses, T-shirts, calendars, model cars, and buttons all being offered in the "Porsche Boutique", Buzi Porsche saw an opportunity to offer customers even more quality, high-end consumer products, and design services through a dedicated lifestyle brand.
Thus, Porsche Design was established in Stuttgart, Germany, in 1972. Two years later the design team left Porsche’s traditional home for a more rustic setting in Zell am See, Austria.
In the decades that followed the range of designs and products expanded to include numerous classic accessories such as sunglasses, writing accessories, and watches – such as the famous "Chronograph 1" that was one of the first products to come out of Porsche Design in 1972. It was also a trendsetter, being the first watch with a black case and black dial.
This trend was carried over to Porsche’s cars where, after 1972, the trim and window surrounds in the Porsche 911 no longer came in chrome, but painted matte black.
In 1994 the merchandising division of Porsche AG finally established the brand "Porsche Selection" to compliment "Porsche Design/ Design by F.A. Porsche". This was subsequently changed to "Porsche Driver's Selection" in 2004.
In recognition of the important part the Chronograph 1 played in Porsche Design’s history, the company formed "Porsche Design Timepieces AG", based in the Swiss Canton "Jura". The first watch series offered solely by Porsche Design went on sale in the fourth quarter of 2014.
Finally, in 2017 Porsche AG acquired the remaining 35% of the shares in the Porsche Design Group from a Porsche family investment company – the company had already acquired 65% when F.A. Porsche retired in 2003 - making it a wholly-owned subsidiary.
Over the course of its 50-year existence, the Porsche Design brand has found a ready market across a wide spectrum of products, inspiring consumers with its high-quality designs.
Porsche Design: More Than Just Cars
Focusing on function, Porsche Design’s portfolio is divided into 9 categories - from P’1000, which covers fashion, to P’9000 that focuses on electronics.
And the design that started it all - the watch - gets its own category: “P'6000 Timepieces”. The P'6510 proudly belongs to the Chronograph 1.
Following the strong demand for customized timepieces, Porsche Design introduced a ‘custom-built timepiece’ program that allows customers to configure a chronograph to meet their specific demands.
One such customer, motorsport legend Hans-Joachim Stuck, collaborated with Porsche Design to produce a timepiece to commemorate his 70th birthday. The wristwatch symbolizes his most successful years in motorsport, with the bright Speed Blue finish harking back to the Porsche 962 C in which he twice won the legendary 24 Hours of Le Mans.
Maybe not as well-known as its consumer offerings, Porsche Design has also penned several luxury residences such as the "Porsche Design Tower Miami" featuring three innovative car elevators lifting residents in their cars into so-called "Sky Garages" as part of the apartment.
And for the weary traveler looking for an overnight stay, Porsche Design has joined forces with Deutsche Hospitality to present the Steigenberger Porsche Design Hotels brand, an innovative hotel concept in the Luxury Lifestyle Segment. They plan at least 15 hotels in metropolises across the world.
Seeking to offer guests design, technology, and lifestyle at the very highest level, Steigenberger Porsche Design Hotels will combine Porsche Design’s legendary design philosophy and values with the excellence and experience of Steigenberger, which boasts a reputation stretching back more than 90 years.
In a fitting tribute to F.A. Porsche and Porsche Design’s many achievements over the past 50 years, Porsche will be offering a 911 Edition 50Y Porsche Design in a limited run of 750 cars with numerous features inspired by the iconic designs of F.A. Porsche.