In Conversation With Porsche Design's CEO: How The Brand Stays True To Its Rebellious Roots

In the world of luxury, few words—and brands—can claim the rarefied air that Porsche connotes. And right there with them, Porsche Design continues to expand its offering, making a case for the perfect lifestyle accoutrement for going on a drive in one's 911. From watches to luggage, from hard drives to surfboards (yes, surfboards), the brand has consistently defied conventional categorization while maintaining an unmistakable identity. A few weeks ago, I had the pleasure of sitting down with Porsche Lifestyle CEO Stefan Buescher, while he was in New York City, to learn first-hand about the company's philosophy, challenges, and ambitious future plans.

The foundation of Porsche Design's success lies in a design philosophy rooted in functionality and rebellion. "Don't waste money," Buescher explains. "Look for functional solutions that work perfectly." This approach, inspired by Professor Ferdinand Alexander Porsche himself, emphasizes practical innovation while maintaining a deliberately contrarian edge.

The more I chat with Buescher, the more it becomes clear that the brand's rebellious spirit isn't just surface-level marketing speak—it's embedded in Porsche's DNA. From the introduction of the water-cooled 911 to the audacious launch of the Cayenne SUV, which had to simultaneously win off-road competitions and set track records, Porsche has consistently chosen the difficult path of innovation over market conformity, and Porsche Design is no different. Look no further than the surfboard they produced earlier this year. This philosophy, which I could only assume would be quite challenging in practice, is one that I find deeply intriguing and respect.

Perhaps nowhere is this rebellious spirit more evident than in Porsche Design's decision to bring watch manufacturing entirely in-house. After years of partnerships with established Swiss manufacturers, the company chose in 2017 to go it alone. "The family took a very courageous decision," Buescher recalls, "to bring the watches back with our own manufacturer."

Fast forward to 2025, and later this summer, the brand will be opening their new manufacturing facility in Switzerland. The factory is housed in a renovated building in Grenchen that holds special significance for the Porsche family—a property they once owned but had to sell years ago, which then sat unused for eight years. Porsche Design's acquisition and restoration of this building represents more than just expanded production capacity. It's a statement of independence and a commitment to the Porsche way of doing things—a physical embodiment of the deep-rooted philosophy that has driven the brand all these years.

"We bought it as part of the Porsche group and invested heavily," he explains. "It was a big sign internally that we believe in our own manufacturing." The facility will allow Porsche Design to produce more watches annually, with its own watchmakers and machines, reflecting the company's commitment to quality over quantity.

One of the most intriguing aspects of Porsche Design's recent strategy is their partnership with Orlando Bloom, which they named a brand ambassador back in February. Unlike typical celebrity endorsements, Buescher told me, this collaboration emerged organically when Bloom appeared at a Porsche event, driving his own Porsche, and expressing genuine passion for the brand. "He's sympathetic, lovable, and passionate about Porsche," Buescher explains. Mix that in with Bloom's organic passion for watches, and you'll get a partnership that seems perfect for all involved.

Looking ahead, I'm quite curious to see what the new manufacturer brings to the brand. Of course there's added production capacity, but I've also heard talks of having it be a space where fans of the brand could take tours, getting a glimpse inside these legendary four walls. I think that could go a long way. Porsche Design isn't aiming for mass market appeal. Their strategy focuses on sustainable business with carefully limited production. "If you know, you know," Buescher explains, referencing the brand's approach to cultivating knowledgeable enthusiasts rather than casual consumers.

As the watch markets become increasingly crowded and homogenized, Porsche Design's commitment to authentic differentiation offers a compelling alternative. By staying true to their rebellious roots while embracing selective innovation, they continue to prove that in luxury, being different isn't just better—it's essential.

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