Porsche Design
A German luxury lifestyle and industrial design brand founded by Ferdinand Alexander Porsche, known for functional products spanning watches, eyewear, fashion, luggage, electronics, and accessories.
Last updated August 31, 2026
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Overview
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.
History
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.
- 2020
Porsche Design Book RS released
[1]The Book RS was launched with Acer as a premium 14-inch notebook using an Intel Evo eleventh-generation platform and carbon-fiber detailing.
- 2019
Ultra One laptop released
[1]Porsche Design released the Ultra One, a fanless 15.6-inch laptop with an Intel eighth-generation processor and Harman Kardon audio.
- 2017
Book One laptop introduced
[1]Porsche Design introduced the Book One convertible laptop developed with Microsoft, Intel, and Quanta Computer.
- 2017
Porsche Design Tower Miami opened
[1]The luxury residential tower opened with vehicle elevators and private Sky Garages.
- 2016
LaCie partnership announced
[1]Porsche Design and LaCie, a Seagate Technology subsidiary, announced a partnership to create computer hard drives.
- 2016
Porsche Design Huawei Mate collaboration began
[1]The collaboration began with the Huawei Mate 9 and later covered additional Mate smartphones and a smartwatch.
- 2015
Design studio renamed Studio F. A. Porsche
[1]The Zell am See studio changed its name in memory of Ferdinand Alexander Porsche.
- 2014
Porsche Design Sport by adidas launched
[1]The brand entered a sportswear collaboration with Adidas.
- 2011
BlackBerry Porsche Design P'9981 launched
[1]Porsche Design partnered with BlackBerry on a premium smartphone featuring stainless steel and leather construction.
- 2005
Product categories consolidated under Porsche Design
[1]The company's products were organized under the Porsche Design brand across numbered categories including fashion, luggage, accessories, sport, timepieces, home, eyewear, and electronics.
Products and positioning
High-end luxury lifestyle and industrial design brand combining Porsche-associated performance, engineering, and minimalist functional design.
Timepiece · 1972
Chronograph 1
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.
Watches
Porsche Design Timepieces
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.
Eyewear
Porsche Design Eyewear
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.
Travel goods
Porsche Design Luggage
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.
Smartphone · 2011
BlackBerry Porsche Design P'9981
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.
Smartphone · 2014
BlackBerry Porsche Design P'9983
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.
Smartphones and wearable technology · 2016
Porsche Design Huawei Mate series
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.
Convertible laptop · 2017
Porsche Design Book One
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.
Laptop · 2019
Porsche Design Ultra One
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.
Laptop · 2020
Porsche Design Book RS
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.
Luxury real estate · 2017
Porsche Design Tower Miami
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.
Marketing campaigns
- 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.
- 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.
- 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.
Brand decisions
2017
Porsche Design Tower Miami openedProduct launchBackground
Porsche Design expanded its design and licensing activities into luxury residential architecture.
Action taken
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.
2015
Design studio renamed Studio F. A. PorscheStrategyBackground
The Zell am See studio continued the external design work associated with Ferdinand Alexander Porsche after the founder's death.
Action taken
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.
2004
Merchandising identity changed to Porsche Driver's SelectionStrategyBackground
Porsche AG's vehicle-related merchandise business operated under the Porsche Selection name.
Action taken
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.
2003
Consolidation of accessories and licensing operationsStrategyBackground
Porsche AG and Porsche Design Group had operated related accessories, merchandising, and licensing activities through separate structures and brands.
Action taken
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.
Recent events
- Unconfirmed
Porsche unveils 911 Edition 50Y Porsche Design[3]
Porsche unveiled the 911 Edition 50Y Porsche Design, a limited-edition model based on the 911 Targa 4 GTS, with production limited to 750 cars. Deliveries were stated to begin in April.
Reported
Porsche Design launches PDT60 wireless earbuds[4]
Porsche Design introduced its PDT60 wireless Bluetooth earbuds, which the article says were already available for purchase on its official website.
Reported
XGIMI and Porsche Design begin projector collaboration[5]
XGIMI and Porsche Design jointly introduced the RS AIR smart projector; Porsche Design's CEO described its release as marking the start of a new collaboration between the two brands.
Reported
XGIMI launches RS Pro 2 and RS AIR projectors[5]
XGIMI introduced the RS Pro 2 smart projector and the RS AIR Porsche Design smart projector at an online launch event.
Reported
Porsche Design names Patrick Dempsey eyewear ambassador[6]
Porsche Design named actor Patrick Dempsey the new face of Porsche Design Eyewear.
Reported
Acer and Porsche Design partner on luxury laptop[7]
Acer and Porsche Design joined hands on the Porsche Design Acer Book RS, a high-end luxury laptop combining Porsche Design's product designs with Acer's laptop know-how.
Reported
Acer announces Chromebook Spin 513 series and Acer Book RS[8]
Acer announced the Chromebook Spin 513, Chromebook Enterprise Spin 513 and Acer Book RS laptops. The source states that they will become available in North America in 2021.
Reported
Acer announces new laptop and device lineup[9]
Acer announced a lineup of new and refreshed devices, including the Porsche Design Acer Book RS, refreshed ConceptD notebooks, Swift 3x, Chromebook Spin 513, TravelMate models, gaming monitors and Halo Smart Speaker.
Reported
Acer and Porsche Design announce the Book RS notebook[10]
Acer and Porsche Design announced the Porsche Design Acer Book RS notebook, a product developed through their collaboration. The article says its market release date was not yet known.
Reported
AOC and Porsche Design partner on gaming monitors[11]
AOC and Porsche Design partnered to create high-performance gaming monitors. The article said the first monitor was expected in autumn 2020.
Sources14 sources
- 1Porsche Designen.wikipedia.org
- 2Porsche Design official websiteporsche-design.com
- 3保时捷推出911 Edition 50Y Porsche Design特别版auto.sina.com.cn
- 4Porsche Design推出PDT60无线耳机setn.com
- 5极米与保时捷设计开启投影产品合作finance.sina.com.cn
- 6Porsche Design任命Patrick Dempsey为眼镜形象大使oklahoman.com
- 7Acer与Porsche Design合作推出豪华笔记本电脑aninews.in
- 8宏碁宣布推出Chromebook Spin 513系列及Acer Book RSfonearena.com
- 9宏碁发布新款笔记本电脑及设备阵容pcr-online.biz
- 10Acer与Porsche Design发布Book RS笔记本电脑techspot.com
- 11AOC与保时捷设计合作开发游戏显示器kitguru.net
- 12保时捷设计推出 Ultra One 笔记本电脑news.zol.com.cn
- 13保时捷推出手工打造的911音响 由911 GT3尾管制作而成finance.sina.com.cn
- 14Porsche Unveils Ultra One, a High-End Notebook Supporting Up To Core i7 CPUswccftech.com
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