Porsche Design has acquired a building in Grenchen, Switzerland to house its new watchmaking facility— marking a significant milestone in its long-term commitment as a watchmaker. With this expansion, the German lifestyle brand aims to consolidate its position as a leading watch manufacturer, offering exceptional and individually configurable timepieces that embody the unique DNA of Porsche Design.
The strategically chosen location in Grenchen, an internationally renowned watchmaking center, provides an ideal environment for the brand to continue its tradition of outstanding craftsmanship. The building, formerly the headquarters of the prestigious Eterna brand, will not only house the production area, but will also include areas for product development, quality management, customer service, warehousing and logistics, modern offices, conference rooms, an exhibition area and an event area. Construction is scheduled to begin in October 2024 and is expected to be completed by the third quarter of 2025.
Stefan Buescher, CEO of the Porsche Lifestyle Group, emphasizes the company’s commitment to developing exceptional timepieces that embody functionality, innovation and the highest quality:
“A good ten years ago, we made the groundbreaking, strategic decision to open our own manufactory in the Swiss town of Solothurn to manufacture our watches ourselves. This makes Porsche the only automobile brand that operates its own watch manufactory. By investing in the new building, we are taking another significant step on our successful path and underlining our strategy of solidying Porsche Design as a watch manufacturer. Our primary aim remains to develop exceptional and individually configurable timepieces that typify functionality, innovation, and the highest quality, thereby embodying the unmistakable DNA of Porsche Design.”
Lutz Meschke, Deputy Chairman of the Executive Board of Porsche AG and Chairman of the Advisory Board of the Porsche Lifestyle Group, emphasizes the importance of the watch manufactory as a key element in the Porsche AG portfolio:
“Our sports cars for the wrist are an important extension of our product range, which is why we want to continue to expand this business area,” says Lutz. “Our own watch manufactory is an exclusive part of our comprehensive brand experience. With it, we can ensure that we meet our high quality standards and inspire our customers.”
To learn more, visit Porsche Design, here.
Whose movements will Porsche be putting in their watches? The movement of a watch is the motive force;.exterior design is less important than with automobiles. Aerodynamics is not significant.