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Porsche Design Delivers Quirky Precision

• Porsche Design boutiques in the USA
  
• POS are quirky environs
  
• Titanium watches and colognes with platinum pricing

By Gunnar Heinrich

SOME time has passed (3 years?) since yours last set foot into the Porsche Design boutique in New York. Little has likely changed with Porsche Design since, judging from the product catalog on shopusa.porsche-design.com.

I remember it as a fairly… unique experience.

The Porsche shop – one of six US Porsche “P.O.S.” (points of sale) as the website states – is engineered to be lean (few items) and sharp (modernist theme).

To manage this Porsche Design environs are monochromatic with every painted surface, clothing article and accessory matching in black, chrome, some shade of graphite, or the odd blue or orange that compliments those neutrals.

For their part, shop staff matched this very deliberate aesthetic, down to behaving in a cool manner that found a balance somewhere between aloof and medicated.

The products that Porsche’s accessories arm peddles are every bit as singular: from the P’6612 PTC automatic chrono titanium time piece that retails for a decidedly Rolex-esque $6,100 to the $54 flask of P’3210 Eau de Toilette with an essence that “stands for the consequent philosophy of Porsche Design: Passion. Performance. Purism. Precision,” by providing overtones of juniper, patchouli, and balsam fir.

As “brand extensions” go, Porsche Design provides articles for the same level of flamboyant self promotion as what you’d expect from, say, Ferrari or Lamborghini, just with a more muted color base.

To be sure, some of what Porsche Design sells is desirably sharp.Like the brand’s stainless steel pens or “writing tools”, for instance.

But the difference is that in this driven, hyper focused theme – the kind where life is forever a painfully cool, ambitious, and unwaveringly serious venture – like $20 P’3210 deodorant, the formula rubs off as accessories for a midlife crisis, repressed.