Drive Me Crazy with Porsche and TAG Heuer

To tie in with the X event, Le Bon Marché Rive Gauche has launched a fantastically colourful and quirky 'service station' to celebrate the alliance between Porsche and TAG Heuer. The German sports car brand and the Swiss luxury watch manufacturer are behind this immersive experience, geared around luxury, design and innovation.


This bold display is part of an experiential and lifestyle space, revisiting the hallmarks of the service station... but electronically. From the huge car wash-inspired rollers at the entrance to the windows reminiscent of vintage petrol pumps, the setting for this spectacular event has been designed to truly immerse visitors!

Drive Me Crazy, at Le Bon Marché Rive Gauche.

Crazy good

Located on the ground floor of Le Bon Marché Rive Gauche, the 'Drive Me Crazy' installation promises to be varied, creative and emotive in immersing the whole family in the world of Porsche and TAG Heuer. From different kinds of racetracks to exceptional timepieces by TAG Heuer, the Le Cafet’ café for foodies and brand new designs – come and lose yourself in the utter craziness of it all!

Behind the wheel

Put yourself in the driving seat!

If you’ve always dreamt of getting behind the wheel of a Porsche, Drive Me Crazy can make that wish come true. The Porsche simulator at the service station lets you test drive high-performance sports cars on the track of your choice.

For those with little ones in tow, Porsche also has a crazy course for racing mini electric cars in the Play Area. The rules are simple – whoever’s fastest wins the race!

Play areas

Fun for the whole family

Porsche and Tag Heuer have set out to offer something for everyone. Designed to keep the whole family entertained, the Play Area lets you design your own dream car, bring it to life on the giant interactive wall, as well as make it out of Lego. Each week, surprise activities will give children the chance to develop their creative talents, focusing on design and innovation.

Discover amenities the whole family can enjoy, including the La Cafet’ café, The Secret Box and The Photo Booth.


When you need to refuel, make a pit stop for coffee and sweet treats by Michelin-starred chef Stephanie Le Quellec, with the option to eat in or take away.


Within the service station is the Secret Box, where an original and exclusive new timepiece is waiting to be discovered.


Before leaving this ‘crazy’ world behind, don’t forget to capture the moment with a souvenir photo, so you can share the memories you’ve made with friends and family.


Available at Le Bon Marché

As part of the Drive Me Crazy event, TAG Heuer will present some it its exceptional timepieces, which continue to shape the passage of time – among them, the Monaco Chronograph, the Carrera Three Hands collection and the brand new TAG Heuer Connected Calibre E4. You can also view the latest launch by TAG Heuer by appointment at The Secret Box, exclusively at Le Bon Marché Rive Gauche.

Those who like an exclusive can also enjoy a world preview of products from the Porsche RS 2.7L collection, such as leather goods, clothes, miniatures and other collectors' items.

Products to discover at Le Bon Marché

Anniversaries to celebrate

Joining forces

Porsche and TAG Heuer are also celebrating two major events with this pop-up. For Porsche, it’s 50 years of the 911 RS 2.7. Launched on 5 October 1972 at the Salon de l’Automobile de Paris, the iconic design embodies all the brand’s expertise in terms of sportiness, design and innovation. For TAG Heuer, it’s the first anniversary of its official partnership with Porsche.


3 questions for Porsche and TAG Heuer

Why did you decide to team up?

TAG Heuer and Porsche share a common history and values – but most importantly, the same spirit. After many years of camaraderie, we are joining forces to create new experiences and new products for customers and fans, who are passionate about both our brands and the values they represent.

Our brands share the same way of thinking about design, innovation and challenges, but customer experience and satisfaction are always key priorities too.

What sort of experiences will be on offer as part of the pop-up?

While grown-ups can try their hand at driving on a track using the Porsche simulator, children can have their own fun in the dedicated Play Area, where different events each week will help them develop their creative talents, focusing on design and innovation.

Watchmaking enthusiasts can see the latest designs by TAG Heuer, including the Monaco Chronograph, the Three Hand Carrera collection and the recently unveiled TAG Heuer Connected Calibre E4. They can also get a sneak peek at the latest creation by TAG Heuer. This exclusive first look is available by appointment at The Secret Box, specially installed for the occasion at the pop-up.

A photo corner will also be available, so visitors at Le Bon Marché can immortalise their time in this 'crazy' world with a souvenir photo to share with friends, family and followers. Those who like an exclusive can enjoy a world preview of products from the Porsche RS 2.7L collection, including leather goods, clothes, miniatures and other collectors' items.

Finally, foodie types can refuel at the La Cafet’ café by Stéphanie Le Quellec with some energy boosting coffee and cake, to have in or take away. 

How does this complement your brands’ identities?

Our brands are very similar, sharing the same respect for craftsmanship and innovation. The 'Drive Me Crazy' pop-up has been designed for the whole family to experience together. Visitors can explore the worlds of Porsche and TAG Heuer through their shared passion for motor sport and design.