Porsche Design is a luxury minimalist lifestyle brand rooted in industrial design, founded in 1972 by Professor Ferdinand Alexander Porsche—the designer of the iconic Porsche 911. The brand started with the Chronograph 1, widely recognized as the first all-black wristwatch, and remains a cornerstone of its high‑precision timepiece collection.
The brand’s philosophy emphasizes purist aesthetics and honest design, with the guiding principle: “If you analyze the function of an object, its form often becomes obvious.” Porsche Design products—ranging from watches, eyewear, and luggage to electronics and home accessories—combine sleek, retro‑modern forms with functional innovation and premium materials ℝ (e.g. titanium, stainless steel), catering to discerning consumers who value craftsmanship, restraint, and engineering excellence.
1972
Ferdinand Alexander Porsche founds Porsche Design Studio in Stuttgart and launches the Chronograph 1—the world’s first black chronograph.
1974
Design studio relocates to Zell am See, Austria (Studio F. A. Porsche).
1978
Partnership with IWC begins; launch of pioneering models like the Compass watch and first titanium‑cased chronograph.
1994
Porsche AG merchandising division renames accessories line 'Porsche Selection', later becoming Driver’s Selection in 2004.
1995
Porsche Design acquires Swiss watchmaker Eterna SA; takes over full in‑house watch production following end of IWC partnership.
2003
Legal entity 'Porsche Lifestyle GmbH & Co. KG' formed in Ludwigsburg as majority‑owned subsidiary of Porsche AG.
2007
Porsche Design Group becomes part of Porsche SE; consolidation of Porsche Design/Selection brands.
2014
Launch of first watch series offered solely under Porsche Design brand (manufactured in-house by Porsche Design Timepieces AG, Switzerland).
2015
Design studio renamed Studio F. A. Porsche in honour of the founder; company remains under Porsche Lifestyle GmbH & Co. KG.
