Celebrating 50 years: Porsche Design’s Top Ten

Non-car designs bearing car brand names can often be little more than ill-considered merchandising moves. But Porsche Design – which celebrates its 50th birthday this year – was conceived from its outset to be more than a marketing platform, and has clearly stood the test of time.

It was set up by Ferdinand Alexander Porsche – son of Ferry Porsche and grandson of Porsche founder Ferdinand – with his brother Hans-Peter in Stuttgart in 1972, and was separate from the car design side of the business. The studio moved to Zell am See, Austria, in 1974 and has since become internationally known for a clean and technical aesthetic using innovative materials. This approach has been applied to watches, sunglasses, clothing, luggage and even residential buildings.

To honour its 50-year milestone, the superb Porsche Museum in Stuttgart is running a special exhibition on Porsche Design which runs until July 10th 2022. But if you can’t get to the show in person, here are ten of Car Design News’ favourite Porsche Design products through those decades.

1. The watch – Porsche Design Chronograph I (1972)

Derived from the easy-to-read, anti-glare dashboard of the Porsche 911, Porsche Design created the first-ever completely black chronograph watch in 1972. The Chronograph I was viewed skeptically at the time, but its precise details, clear function and durability soon became an icon. The watch has been subtly updated for 2022 with two limited edition 50th anniversary reissues, the second purchase option complicated by only being available to those buying the pricey and also limited edition Porsche 911 Targa GTS Porsche Design 50th Anniversary sports car (see no.10 in this list).

2. The sunglasses – Porsche Design P’8478 (1978)

Porsche Design developed the world’s first sunglasses with the innovation of interchangeable lenses back in 1978. The tear drop-shaped Aviator-style lenses became a fashion and sales sensation and led to the Porsche Design Eyewear sub-brand which is still an important part of the business today.

3. The ski googles – Porsche Design 5600 for Carrera (1976)

The Porsche Design Ski Goggles brought ski-chic to another level. First launched in 1976 and made by Carrera, these goggles had a futuristic – indeed almost space age – aesthetic but were nonetheless simple in their design, with a flat, flexible synthetic panoramic visor able to provide all-round vision, UV protection, while avoiding condensation and glare. Unisex and able to fit any head size via an adjustable velcro band, when lying flat, they also took up minimum space in the pocket. With that cool Carrera script woven into the headband – which also tucked behind the lens to protect it from scratching – they were the epitome of fetching 70s function and still look very cool today.

4. The pop cultural icon – Porsche Design Sports Shield (1979)

You might not know the name of these striking shades but the unusually large shape and visible screw construction details of the 1979 Sports Shield specs made them stand out like no other pair of sunglasses before or since. From Yoko Ono on the cover of Rolling Stone magazine in 1981 to Kim Kardashian in more recent times, via rapper Kool Moe Dee and popstars Lady Gaga and Will I Am in-between, Porsche Design Sports Shield specs have maintained their timeless bonafide rockstar accessory status throughout the decades.

5. The pen – Porsche Design Tec Flex (1999)

Part visual delight, part functional grip enhancer, the highly elastic woven stainless steel of the case of the Porsche Design Tec Flex ballpoint pen introduced in 1999 looks like it feels: great.

6. The alt iPhone – Porsche Design P’9521 Mobile Phone (2007)

This rare-groove Porsche Design product for French maker Sagem – may have been overshadowed by Apple’s iPhone launch in the same year – but 2007’s Porsche Design P’9521 Mobile Phone still packed a quality design punch, milled from a block of aluminium with a screen that could rotate through 180 degrees to aid picture-taking and boasted early fingerprint sensor security technology.

7. The laptop – Porsche Design Book One (2017)

Another Porsche Design product with automotive links is the Book One laptop of 2017. Its cog-wheel hinges were allegedly inspired by a gearbox’s innards and allow the notebook to be used as a regular laptop and keyboard, an interactive tablet with stand or simply handheld by detaching the screen. As such it gained acclaim as the first ‘two-in-one’ notebook – both detachable and convertible.

8. The condo – Porsche Design Tower (2017)

In the last five years, Porsche Design has even moved into real estate: the first Porsche Design Tower opened in Miami in 2017 and the Porsche Design Tower Stuttgart is set to follow in 2023. The 60-storey Miami building is technically novel for featuring three lifts big enough to transport residents’ beloved vehicles to right outside their individual apartments, thus creating another (inward) gazing opportunity in addition to the stunning (outward) Florida beach views.

9. The bag – Porsche Design 50Y Weekender (2022)

The limited-edition 50th anniversary Porsche Design Capsule Collection includes the 50Y Weekender whose form and lines are inspired by Porsche sportscar seats. The soft leather bag’s ends are clad in upholstery echoing the style of a racing checkered flag and the carrying handles are also typical Porsche Design: they come together neatly and flat so that the travel bag can be carried compactly both in the hand and by a shoulder strap.

10. The car – 911 Porsche Design 50th anniversary edition (2022)

Only 750 of these 50th anniversary Porsche Design 911 Targa 4 GTS sportscars will be made, each one numbered and with references to both the 1972 Chronograph I wristwatch and the early 70s 911. Only available in black or Jet Black metallic with satin grey accents on the Targa bar and elsewhere, the new model also features an interpretation of the classic’s black and grey check pattern seat upholstery and sub-second dashboard clock with red second hand, just like on the Chronograph I. Unfortunately, you’ll get no change from €185,606 if you choose one. Still, rather nice, and rather rare.