Porsche Design

Porsche Design is a German luxury lifestyle brand and product design studio established in 1972 by Ferdinand Alexander Porsche, the designer of the original Porsche 911. From its beginning, the brand pursued a design philosophy centered on clarity, functionality, technical materials, and restrained visual language rather than ornament. Its products became particularly associated with black surfaces, precise geometry, integrated mechanisms, and the use of industrial materials such as stainless steel, titanium, carbon fiber, and leather. The brand originated as the Porsche Design Studio in Stuttgart. Its founder sought to apply the principles of automotive design to objects used outside the automobile, creating products that combined engineering logic with a premium finish. One of its earliest and most influential products was the Chronograph 1, also known as the P'6510, introduced in 1972. Its black case and dial challenged the conventional appearance of luxury watches and helped establish Porsche Design's identity. The studio moved to Zell am See, Austria, in 1974, where it continued to develop products both for its own brands and for external industrial clients. Porsche Design's scope expanded well beyond timepieces. Over the following decades, the studio and associated businesses developed sunglasses, writing instruments, luggage, wallets, clothing, sports products, household goods, consumer electronics, and transportation-related designs. The brand also continued Porsche's earlier merchandising tradition, which had included vehicle accessories, model cars, apparel, calendars, and other motoring items. In the 1990s, Porsche AG's merchandising activities were organized under Porsche Selection, later renamed Porsche Driver's Selection, while Porsche Design and Design by F. A. Porsche represented the design and lifestyle side of the wider business. A corporate reorganization eventually brought the accessory, licensing, and lifestyle activities into a more unified structure. The present legal company, Porsche Lifestyle GmbH & Co. KG, was formed in November 2003 as a majority-owned subsidiary of Porsche AG. The organization combines the Porsche Design and Porsche Lifestyle brands and is based in Ludwigsburg, Germany, while the design studio remains associated with Zell am See. In 2015, the studio adopted the name Studio F. A. Porsche in memory of its founder. The brand has repeatedly extended its design language through collaborations. It worked with BlackBerry on premium smartphones, Huawei on a series of Porsche Design-branded Mate smartphones and a smartwatch, Acer on a high-end convertible notebook, LaCie on computer storage products, and Adidas on Porsche Design Sport. These partnerships positioned Porsche Design at the intersection of luxury accessories, industrial design, and technology. The brand has also participated in architectural and transportation projects, including Porsche Design Tower Miami and the design of the MX3000 electric train for the Oslo Metro. Today, Porsche Design operates as a global premium lifestyle brand. Its principal categories include fashion, luggage, accessories, sport, timepieces, home products, eyewear, and electronics. Alongside branded consumer products, Studio F. A. Porsche continues to provide industrial and product-design services for other companies. The business remains distinct from Porsche's automobile manufacturing operations, although it draws heavily on the same engineering heritage, performance associations, and design vocabulary.

Porsche Design was created in 1972 by Ferdinand Alexander Porsche, grandson of Ferdinand Porsche and designer of the original Porsche 911. The founding concept was to transfer automotive design principles into everyday objects. Rather than treating lifestyle products as decorative merchandise, the studio emphasized utility, legibility, technical construction, and durable materials. The first major expression of this approach was the P'6510 Chronograph 1, introduced in 1972. Its predominantly black appearance was unusual for a luxury chronograph and became closely associated with Porsche Design. The studio moved from Stuttgart to Zell am See, Austria, in 1974. From there it developed products under Design by F. A. Porsche while also accepting commissions from external companies. Its work extended into industrial products, household appliances, consumer goods, and transportation design, including work on the MX3000 electric train for the Oslo Metro. Porsche-related merchandising had existed before the brand's foundation. During the 1950s and later, Porsche's boutique activities included luggage, wallets, shirts, calendars, model cars, and buttons. In 1994, Porsche AG's merchandising operation formally acquired the Porsche Selection name. That operation was renamed Porsche Driver's Selection in 2004, while Porsche Design developed as the more independent premium design and lifestyle identity. The modern corporate structure was established in November 2003, when Porsche Lifestyle GmbH & Co. KG was formed as a majority-owned subsidiary of Porsche AG. The company brought together Porsche AG's accessories and licensing activities with the Porsche Design Group's business. A later reorganization associated the Porsche Design Group with Porsche SE, the holding company connected to the Porsche and Volkswagen corporate structure. The brand's legal and commercial organization has consequently involved both Porsche AG operating activities and the broader Porsche corporate holding structure. From 2005 onward, products were organized under the Porsche Design name across numbered categories covering fashion, luggage, accessories, sport, timepieces, home products, eyewear, and electronics. The company developed a broad network of collaborations. BlackBerry produced Porsche Design-branded smartphones in 2011 and 2014. Adidas partnered with the brand on Porsche Design Sport by adidas in 2014. Huawei and Porsche Design collaborated on premium Mate smartphones and a smartwatch from 2016 through 2022. Other technology projects included a LaCie storage partnership announced in 2016, the Book One convertible computer introduced in 2017, the Ultra One laptop in 2019, and the Porsche Design Book RS developed with Acer in 2020. Porsche Design also entered architecture and real estate through Porsche Design Tower Miami, opened in 2017. The project used vehicle elevators to connect residents and their cars to private Sky Garages. The brand's design studio continued to serve external clients in parallel with its consumer-product operations. In 2015, the Zell am See studio was renamed Studio F. A. Porsche in recognition of the founder. The current organization therefore combines a global Porsche Design lifestyle business with a professional design studio serving both internal brand programs and outside clients. Its continuing product portfolio includes watches, eyewear, travel goods, apparel, accessories, home products, and selected electronics, while its brand identity remains grounded in functional minimalism and Porsche-derived engineering culture.

1. 2020Porsche Design Book RS released

   The Book RS was launched with Acer as a premium 14-inch notebook using an Intel Evo eleventh-generation platform and carbon-fiber detailing.

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2. 2019Ultra One laptop released

   Porsche Design released the Ultra One, a fanless 15.6-inch laptop with an Intel eighth-generation processor and Harman Kardon audio.

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3. 2017Book One laptop introduced

   Porsche Design introduced the Book One convertible laptop developed with Microsoft, Intel, and Quanta Computer.

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4. 2017Porsche Design Tower Miami opened

   The luxury residential tower opened with vehicle elevators and private Sky Garages.

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5. 2016LaCie partnership announced

   Porsche Design and LaCie, a Seagate Technology subsidiary, announced a partnership to create computer hard drives.

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6. 2016Porsche Design Huawei Mate collaboration began

   The collaboration began with the Huawei Mate 9 and later covered additional Mate smartphones and a smartwatch.

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7. 2015Design studio renamed Studio F. A. Porsche

   The Zell am See studio changed its name in memory of Ferdinand Alexander Porsche.

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8. 2014Porsche Design Sport by adidas launched

   The brand entered a sportswear collaboration with Adidas.

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9. 2011BlackBerry Porsche Design P'9981 launched

   Porsche Design partnered with BlackBerry on a premium smartphone featuring stainless steel and leather construction.

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10. 2005Product categories consolidated under Porsche Design

    The company's products were organized under the Porsche Design brand across numbered categories including fashion, luggage, accessories, sport, timepieces, home, eyewear, and electronics.

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11. 2004Porsche Selection renamed

    The merchandising business was renamed Porsche Driver's Selection.

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12. 2003Porsche Lifestyle GmbH & Co. KG formed

    The current legal company was formed in November 2003 to combine Porsche AG and Porsche Design Group accessories and licensing activities.

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13. 1994Porsche Selection name acquired for merchandising

    Porsche AG's merchandising operation adopted the Porsche Selection identity.

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14. 1974Studio relocated to Zell am See

    The design studio moved from Stuttgart to Zell am See, Austria.

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15. 1972Porsche Design Studio founded

    Ferdinand Alexander Porsche established the Porsche Design Studio in Stuttgart as an independent design business focused on applying automotive design principles to consumer and industrial products.

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16. 1972Chronograph 1 introduced

    The P'6510 Chronograph 1 introduced the distinctive black chronograph concept that became a landmark of Porsche Design watchmaking.

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High-end luxury lifestyle and industrial design brand combining Porsche-associated performance, engineering, and minimalist functional design.

• Chronograph 1Timepiece1972

  Introduced in 1972 as the P'6510, the Chronograph 1 established Porsche Design's watch identity. Its black case and dial created a highly legible, technical appearance and helped distinguish the brand from conventional luxury watch styling.

• Porsche Design TimepiecesWatches

  Porsche Design timepieces extend the brand's original chronograph concept through performance-oriented watches developed and produced through the company's dedicated watchmaking organization. Marketing and sales have been managed by the Porsche Design Group.

• Porsche Design EyewearEyewear

  The eyewear range includes sunglasses and optical products built around the brand's lightweight technical aesthetic. The P'8479 sunglasses are among the best-known historical designs and gained visibility after being worn by Yoko Ono.

• Porsche Design LuggageTravel goods

  Porsche Design luggage applies automotive-inspired construction and restrained styling to suitcases, bags, and other travel goods. It belongs to the brand's P'2000 category and is part of its long-running lifestyle offering.

• BlackBerry Porsche Design P'9981Smartphone2011

  Developed with BlackBerry, the P'9981 combined BlackBerry smartphone technology with a stainless-steel frame, leather detailing, and Porsche Design branding. It was positioned as a luxury interpretation of a business-oriented mobile device.

• BlackBerry Porsche Design P'9983Smartphone2014

  Released in 2014, the P'9983 was a Porsche Design version based on the BlackBerry Q10 platform and continued the partnership's focus on premium materials and distinctive industrial design.

• Porsche Design Huawei Mate seriesSmartphones and wearable technology2016

  The Huawei collaboration covered the Mate 9, Mate 10, Mate RS, Mate 20 RS, Mate 30 RS, Mate 40 RS, Mate 50 RS, and Watch 2. These products combined Huawei hardware with Porsche Design visual treatment and branding.

• Porsche Design Book OneConvertible laptop2017

  Book One was a 13.3-inch Windows convertible laptop with a 3K QHD+ display, a Wacom pressure-sensitive pen, and Windows Ink support. The product resulted from cooperation involving Microsoft, Intel, and Quanta Computer.

• Porsche Design Ultra OneLaptop2019

  The Ultra One was a 15.6-inch fanless notebook released in 2019. It used an Intel eighth-generation processor and included a Harman Kardon sound system.

• Porsche Design Book RSLaptop2020

  Developed with Acer, the Book RS was a 14-inch premium notebook based on an Intel Evo eleventh-generation processor platform. Its design included a carbon-fiber lid, while a Premium Collection package added coordinated leather and accessory items.

• Porsche Design Tower MiamiLuxury real estate2017

  Developed with Sieger Suarez Architects, Porsche Design Tower Miami is a luxury residential project featuring three vehicle elevators that allow residents to bring cars to elevated private Sky Garages.

• 2016Porsche Design Huawei Mate collaboration

  International

  Porsche Design collaborated with Huawei on premium versions of Mate smartphones and related wearable technology. The products used Porsche Design branding and industrial styling to address the luxury technology segment.

  Outcome. Produced a multi-generation premium smartphone and smartwatch range through 2022.

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• 2014Porsche Design Sport by adidas

  International

  Porsche Design and Adidas launched a joint sportswear and performance-products line, extending Porsche Design's technical luxury positioning into athletic apparel and equipment.

  Outcome. Established a dedicated sports category and broadened the brand's lifestyle reach.

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• 2011BlackBerry Porsche Design collaboration

  International

  The partnership with BlackBerry created luxury editions of BlackBerry smartphones, beginning with the P'9981 and followed by the P'9983.

  Outcome. Expanded Porsche Design into high-end mobile communications products.

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• 2017Porsche Design Tower Miami openedProduct launch

  Porsche Design expanded its design and licensing activities into luxury residential architecture.

  What changed. A project developed with Sieger Suarez Architects opened in Miami with vehicle elevators and private Sky Garages.

  Aftermath. The project became a high-profile example of Porsche Design's extension from consumer products into branded real estate.

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• 2015Design studio renamed Studio F. A. PorscheStrategy

  The Zell am See studio continued the external design work associated with Ferdinand Alexander Porsche after the founder's death.

  What changed. The studio adopted the name Studio F. A. Porsche as a memorial to its founder.

  Aftermath. The studio retained a distinct professional-design identity while remaining connected to the Porsche Design lifestyle business.

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• 2004Merchandising identity changed to Porsche Driver's SelectionStrategy

  Porsche AG's vehicle-related merchandise business operated under the Porsche Selection name.

  What changed. The name was changed to Porsche Driver's Selection, separating the motoring merchandise identity from Porsche Design's broader luxury design positioning.

  Aftermath. The Porsche organization maintained distinct identities for automotive merchandise and independent lifestyle design products.

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• 2003Consolidation of accessories and licensing operationsStrategy

  Porsche AG and Porsche Design Group had operated related accessories, merchandising, and licensing activities through separate structures and brands.

  What changed. Porsche Lifestyle GmbH & Co. KG was formed in November 2003 as a majority-owned Porsche AG subsidiary to combine the relevant businesses.

  Aftermath. The reorganization created the present legal framework for the Porsche Design and Porsche Lifestyle brands.

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• 2020Porsche Design Book RS released with Acer

  The Porsche Design Book RS was launched in cooperation with Acer as a premium 14-inch notebook using an Intel Evo platform and a carbon-fiber lid panel.

  Product launch
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• 2020Porsche Design Book RS launched with Acer

  Porsche Design and Acer released the Book RS, a 14-inch premium laptop using carbon-fiber detailing and Intel’s 11th-generation Evo platform.

  Product launchProduct generation
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• 2017Porsche Design introduced the Book One convertible laptop

  Book One was a 13.3-inch Windows convertible notebook developed with Microsoft, Intel, and Quanta Computer, featuring a high-resolution display and pressure-sensitive pen support.

  Product launch
  Source
• 2017Porsche Design Tower Miami opened

  The Porsche Design Tower Miami opened as a luxury residential project developed with Sieger Suarez Architects and featuring vehicle elevators leading to private Sky Garages.

  Product launch
  Source
• 2017Porsche Design Book One convertible laptop introduced

  The Book One was presented as a premium 13.3-inch convertible computer using a high-resolution display, a detachable keyboard design, and pen input.

  Product launch
  Source
• 2016Porsche Design and Huawei expanded their smartphone collaboration

  The Porsche Design Huawei Mate collaboration began with the Mate 9 and subsequently covered premium smartphone and wearable products through 2022.

  Product launchCampaign
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• 2016Porsche Design and Huawei expanded their premium-device collaboration

  Porsche Design and Huawei began a multi-year series of co-branded smartphones and later a smartwatch, including Porsche Design editions of Huawei’s Mate product family.

  Product launchOther
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• 2015Porsche Design Studio became Studio F. A. Porsche

  The studio adopted the name Studio F. A. Porsche to commemorate founder Ferdinand Alexander Porsche while continuing its external and in-house design work.

  Other
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• 2015Porsche Design studio renamed Studio F. A. Porsche

  The Zell am See design operation adopted the Studio F. A. Porsche name in honor of founder Ferdinand Alexander Porsche, while the consumer-products business continued to use Porsche Design.

  Leadership changeOther
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• 2014Porsche Design launched a sport line with Adidas

  Adidas and Porsche Design introduced Porsche Design Sport by adidas, extending the brand into premium sportswear and performance-oriented products.

  Product launchCampaign
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• 2014Porsche Design began selling its own watch series

  The first watch series offered solely by Porsche Design went on sale in the fourth quarter of 2014, building on the brand's earlier watch heritage.

  Product launchProduct generation
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• 2011Porsche Design partnered with BlackBerry on the P'9981

  The collaboration produced the BlackBerry Porsche Design P'9981, a premium smartphone using stainless steel and leather to express the brand's industrial design language.

  Product launchCampaign
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• 2004Porsche Selection was renamed Porsche Driver's Selection

  Porsche AG's merchandising division adopted the Porsche Driver's Selection name, distinguishing the automotive accessories and merchandise operation from Porsche Design's lifestyle activities.

  Other
  Source
• 2003Porsche Lifestyle GmbH & Co. KG established

  The current legal company was formed in November 2003 as a majority-owned Porsche AG subsidiary to consolidate Porsche AG's and Porsche Design Group's accessories and licensing activities.

  Other
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• 1974Porsche Design Studio moved to Zell am See

  The design studio relocated from Stuttgart to Zell am See, Austria, where its design activities continued and later expanded to external industrial clients.

  Other
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• 1972Porsche Design founded as a design studio in Stuttgart

  Ferdinand Alexander Porsche established the Porsche Design Studio, creating an independent design platform connected to the Porsche family but focused on products beyond automobiles.

  Other
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• 1972Porsche Design introduced the Chronograph 1

  The P'6510 Chronograph 1 introduced a black chronograph aesthetic that became one of the defining visual references of Porsche Design watchmaking.

  Product launch
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1. Porsche Design
2. Porsche Design official website