Form Follows Function at Porsche Design Studio

The highly regarded and multi-faceted Porsche Design Studio is aligned with the history and principles of Porsche, the German automobile manufacturer. The studio places the highest importance on function, taking an engineering approach to design. Professor Ferdinand Alexander (F. A.) Porsche, designer of the first Porsche 911, lived by this motto; “If you analyze the function of an object, its form often becomes obvious.” It was here the emblematic Porsche Design Chronograph I was born.

THE BEGINNINGS
As the son of Ferry Porsche and the grandson of Ferdinand Porsche, who established Porsche in 1931, F. A. grew-up surrounded by an engineering family and a deep passion for automobiles. Design came naturally to him and it wasn’t a surprise he decided to join the family business. During his time at Porsche F.A. designed the acclaimed 911, a car that, today, carries the same tailored functionality as the original version created in 1963.

THE PORSCHE DESIGN STUDIO
F.A. established the studio in Stuttgart, Germany in1972. It moved two years later to the quaint Austrian ski town of Zell am See near the Porsche family mountainside estate, Schüttgut. The studio remains a leading design firm, handling projects from outfitting super yachts for the Royal Falcon Fleet and designing a private bar for Johnny Walker Blue Label, to architecture and many things in between.

Even the town of Zell am See is equipped with a Porsche Design gondola, Schmittenhöhe. Gondolas take people to the summit and allow breathtaking views of the mountains from every angle, thanks to its impeccable design.

The Porsche Design Studio is responsible for other technically inspired products like sunglasses, pens and luggage, as well as products in the Porsche Driver’s Selection geared toward vehicle-related merchandise. But no matter the design project or product, each must meet the high standards that warrant the distinctive, timeless signature of the studio.

From the outside, the Porsche Design Studio’s latest addition properly complements the original structure, while the token Porsche cars parked in the lot are perfect accessories. Once inside, you understand the philosophy and history of this design powerhouse. Through the main entrance and into the showroom, one grasps the wide breadth of work executed there. From complex and hi-tech dental chairs and models of the tram designed for the city of Vienna, to the historic collection of Porsche Design timepieces created since the 1970s.

On the designer’s studio floor, which is home to a small but mighty team busy creating everything from new vacuum cleaner concepts to timepieces, each designer works on a variety of projects. Around the corner are 3-D printing capabilities, as well as a model workshop for a talented man in charge of custom-building one-of-a-kind samples for clients.

As you weave your way through the studio and on to the top floor, a stunning view of the mountains and the town of Zell am See awaits. The history of the Porsche Design Studio is in an office with a direct view of Schüttgut. This is F. A. Porsche’s office, which remains as it was when he passed away in 2012. Porsche’s office is full of wonderful clues to his life’s successes, including a model of the Porsche 904, his favorite work, framed awards and a bookshelf full of inspirational books. It is a great reminder of the humble man that founded the Porsche Design Studio.

THE NEW ERA

“You can’t control time but you might keep an eye on it.” – Ferdinand A. Porsche (1935 – 2012)

The very first project at the Porsche Design Studio was a timepiece created in collaboration with Orfina: the emblematic Chronograph I with a Valjoux 7750 movement. Next, was a partnership with IWC to work together on developing innovative titanium technology, resulting in the Titan Chronograph in 1980. Following the long collaboration with IWC, Porsche Design Studio entered into a licensing agreement with Eterna in 1998. In an effort to vertically integrate its development, design and production, Porsche Design ended the licensing agreement with Eterna in 2014. It has since established a subsidiary in Solothurn, Switzerland, with Patrick Kury as the CEO of Porsche Design Timepieces AG and developed its first watch, named Timepiece No. 1. The watch is limited to 500 pieces and is powered by the Valjoux 7750 movement outfitted with a Porsche Design Icon rotor; it is COSC certified. The Porsche Design Timepiece No. 1 was bestowed with the international Red Dot Award honoring its top-level design quality.

“Porsche Design does not follow any modern trends – instead, it offers customers long-lasting products created with the intention of becoming companions for life,” Roland Heiler, Chief Design Officer of the Porsche Design Group said. “Trends come and go – but good design endures. That is why our products do not feature any distracting gimmicks. They are always credible and genuine. We are pleased that this philosophy has received recognition – yet we also regard this as our duty.”

More importantly, in addition to receiving an award for Timepiece No. 1, the company continues to follow the legendary design codes of the Chronograph I imagined and developed by F. A. Porsche in the Porsche Design Studio. The Porsche Design Timepieces are off to a great start and the future will continue to reveal exciting new timepieces in the coming months.