Founded in 1972 by Ferdinand Alexander Porsche, the grandson of the founder of the Porsche Motor Company, Porsche Design is continuing to take the spirit of Porsche beyond the automotive by creating a new luxury lifestyle for men and women. Today, the Porsche Design portfolio includes a fashion collection, sportswear, handbags, luggage, sunglasses, jewellery, Smartphones and of course, watches, licensing brands including IWC and Chopard to build their timepieces.

Porsche Design's recent decision to establish Porsche Design Timepieces AG was a landmark move, one that would see the company have full control not only of the design of the watches but also of the entire production process, as well as product quality. Now, that decision has certainly borne fruit, with the release of the Chronotimer Collection, the first collection developed entirely in-house.

The Chronotimer Collection celebrates Porsche Design's natural passion for racing and embodies sportiness, speed and performance. Each model offers a selection of surface finishes and material choices for the strap, including fine leather, high-tech fabric, titanium and caoutchouc.

Porsche Design: Never just about cars

Since the beginning, Porsche Design has always set the trend, following the mantra that: 'If you want something, you have to make it yourself'. In 1972, it made the world's first matte all-black watch, the Chronograph I. They then followed it up with the world's first titanium watch six years later. Apple founder Steve Jobs was a fan of the titanium watch, with stories of stashing the watch in his office and then giving them away to any guest who appreciated the design.

Porsche Design: Never just about cars

Porsche Design can be found at The Dubai Mall, Atlantis, The Palm and Mirdif City Centre, Dubai.