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A tribute to good design

This factory restoration is not so much the story of a vehicle. This story is about design. More precisely, about Porsche Design – the company that Ferdinand Alexander Porsche founded in 1972 to realize his conceptions of good design. Nine years earlier, Ferry Porsche‘s eldest son had his first major success as an industrial designer: the Porsche 911. A model that became iconic and has played a key role in shaping the Porsche legend to this day. To mark the 50th anniversary of Porsche Design, Porsche Classic is honouring this achievement with a restored 911 S 2.4 Targa from 1972, the year Porsche Design was founded.

A Tribute to 50 Years of Porsche Design .

When F. A. Porsche designed the 911, he laid two cornerstones: he created an iconic sports car and catapulted himself onto the Mount Olympus of designers. With Porsche Design, the company he founded in 1972, he also ventured beyond sports car production and made design history. Above all else, the “Chronograph I” is considered his greatest stroke of genius – the first watch with a black case and black dial. It wasn‘t a gimmick, nor was it for aesthetic reasons. Rather, F. A. Porsche found inspiration in the black dashboards of racing cars, which minimize irritating reflections from the windshield.

As a tribute to F.A.Porsche something special was to be created. The choice was made in favour of a 911 T 2.4 Targa from the year Porsche Design was founded. Different than usual, this time it wasn‘t about restoring the original condition of the vehicle. The designers and employees working on the factory restoration had the task of carefully transferring the specifications of the “Porsche 911 Edition — 50 Years of Porsche Design” to the classic one, thereby combining the original and the modern. After all, not all modifications fit the overall philosophy of a vehicle or are technically feasible.

Timelessly connecting past and present.

As with every factory restoration, this one also begins with coming to terms with the past. The 911 T 2.4 Targa was in poor condition and had missing parts. While such a starting point is usually rather unfortunate for our specialists, it proved ideal for this project. In fact, this made it much easier to abandon the internalized striving to preserve the original and instead focus entirely on design.

One of a kind: Chronograph 1—911 S 2.4 Targa

To mark the 50th anniversary of the brand, Porsche Design is offering two unique design icons at auction as part of a special partnership with the auction house Sotheby's. The Chronograph 1 - 911 S 2.4 Targa was developed especially for the auction at Sotheby's on the basis of the Chronograph 1 - 1972 Limited Edition. What makes it so unique is the design of the winding rotor on the back of the case, which corresponds to the historic Fuchsfelge® wheel of the Porsche 911 S 2.4 Targa from 1972. It was developed by means of elaborate design and testing by the engineers in the brands’ own watch manufacturing facility in Solothurn, Switzerland, and translates the movement of its wearer's wrist into energy to drive the mechanical chronograph caliber in a rotation-optimized manner. The timepiece also bears reference to the 911 Targa in its name. As a special collector’s item, it not only pays tribute to the past, but celebrates the present and leads the brand forward into the future.

Sotheby’s New York Luxury Week 2022

At the end of the year, Sotheby’s will present these exclusive anniversary design icons to chronograph connoisseurs and car enthusiasts around the world as highlights in their bi-annual multi-category Luxury Week series in New York, which showcases the finest examples of products created at the highest intersection of art and luxury.