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Porsche Design Celebrates 50 Years by Resurrecting Its Original Chronograph

In 1972, just over four decades after the inception of the Stuttgart auto brand itself, Ferdinand Alexander Porsche founded Porsche Design, allowing “Butzi” to apply his world-class design abilities — which were responsible for the original 911 — to penning sunglasses, watches, and other accessories. And with 2022 marking half a century since the launch of the brand, Porsche Design has opted to celebrate the illustrious occasion via new, rereleased, fully-blacked out variants of PD’s most iconic offering of all time, the Chronograph 1 watch.

This updated take of the Chronograph 1 — which also debuted the same year as Porsche Design in ’72 — retains the design of the original watch, though sees its 40.8mm case’s steel construction jettisoned in favor of more top-shelf titanium. What’s more, inside the new Ti case, Porsche has bestowed the Chronograph 1 with a more modern COSC-certified WERK 01.140 caliber movement — an automatic powerplant with a 48-hour power reserve, a PD-Icon rotor, and flyback functionality. To further celebrate the occasion, Porsche Classic has also worked in tandem with Porsche Design to fully restore a 1972 Porsche 911 S 2.4 Targa with a matching blacked-out paint job and a houndstooth interior — a now completed one-off work that’s destined for the Porsche Museum.

What’s more, Porsche is also producing a limited run of special-edition 2023 911 Targas to commemorate the occasion. Known as the 911 Edition 50 Years Porsche Design, the sports car introduces several PD-specific design cues to the model that pay homage to Butzi’s legacy. Buyers of the car will have the exclusive opportunity to also purchase a specialized version of the limited-edition Chronograph 1, christened the “Chronograph 1 911 Edition 50 Years Porsche Design,” that is mostly identical to the Chronograph 1 1972 Limited Edition, though it swaps a few vintage touches for more modern ones.

Limited to 500 units worldwide, the Porsche Design Chronograph 1 1972 Limited Edition Watch is priced at $7,700. Limited to only 750 units, the 2023 Porsche 911 Edition 50 Years Porsche Design car will carry an MSRP of $183,800, though no price has been announced yet for the car’s accompanying watch. As for the one-off ’72 911 Targa? That one’s not for sale, but you’ll eventually be able to check it out at the Porsche Museum.

Purchase: $7,700+

Photo: Porsche Design | Porsche AG
Photo: Porsche Design | Porsche AG