A host of cultural influences come into perspective in the newest re-launch by TAG Heuer, in collaboration with powerhouse street-fashion brand Kith, of the highly popular Formula 1 watch. The newest TAG Heuer X Kith Formula 1 watches boast updated materials, colors and panache, but recall the first cult-following timepiece originally unveiled in 1986.
It was a revolutionary move for TAG Heuer to unveil the Formula 1 watch collection in 1986, with quartz-powered timepieces priced lower than most other TAG Heuer watches of the time and bosting colorful plastic bezels, composite cases and plastic straps. The first watches to bear the TAG Heuer name (following the TAG acquisition of Heuer), the timepieces were reminiscent of racing colors: black, blue, red, green. The collection, with rugged ratcheted bezels and oversized markers, took the world by storm: watch and car lovers were at once surprised and delighted.
Over the years, the Formula 1 collection evolved, with chronographs emerging and new materials and designs coming into play. More than 3 million of that Series 1 were sold in the watch’s early lifetime, but when LVMH purchased TAG Heuer in 1999, it discontinued Formula 1 in 2000. Fans were stricken. But in 2004, an all-new Series 3 Formula 1 emerged, with a host of new lines ensuing in the coming decades. The Formula 1 remains not only a key pillar for the brand and a most sought-after vintage timepiece, but a stalwart player among watch and car lovers.
Now, the brand teams with Kith founder Ronnie Fieg, a huge fan of early Formula 1 watches and owner of a red-and-black version, to recall those spectacular original timepieces using upgraded materials and exciting colors in a host of limited edition pieces — and even sets. The re-introduction of the TAG Heuer Formula 1 Series is offered in 10 colorways with new twists.
The new TAG Heuer X Kith watches are 35mm in size – perfect for any wrist. The dial of every watch bears the Kith name above the Heuer name in the logo shield at 12:00, while at 6:00, the words “Just Us” are written in script – a nod to Kith’s motto and concept of being “family.” In an interesting design twist, the markers at 12:00, 6:00 and 9:00 are in TAG Heuer shield format, while the others are bold round circles. The 3:00 spot is reserved of the date aperture. All hands and markers, as well as the numerals on the bezel are in Super-LumiNova.
Each dial boasts a vertical stripe pattern in contrasting colors to the dial, an outer minute track in color-coordinated hues and an outer flange – bringing the watches clearly into modern and contemporary mode. For the case, TAG Heuer turned to the original supplier of the Series 1 – which resurrected the original molds used for the 1986 watches. Hence, the identity of the new pieces is embracing the original 40-year-old icon.
Additionally, the new iterations boast updated materials. The case is made of stainless steel and glass fiber for ultimate strength, the original plastic crystal is replaced by the modern sapphire crystal. The plastic strap gives way to an updated rubber strap, and the colors of the new pieces are an artful blend of combinations from both TAG Heuer and Kith. Even the case back of the watches boast a new look – the recurring pattern of the shield with Kith and Heuer inside.
There are 10 new watches crafted in stainless steel with glass fibers and equipped with either a steel bracelet or rubber strap. Seven of the watches are exclusive to Kith and each pays homage to a location of a Kith store around the world: think Hawaii, New York, Miami, Toronto, Tokyo and more. Each of the seven Kith exclusives are crated in a limited edition of 250 pieces and the two with s teel bracelets (in blue bezel and green bezel0 are made in limited numbers of 350 each.
There are two versions that are exclusive to TAG Heuer: a version with black PVD case and dial with either blue or green bezel and color-coordinated straps. Just 825 pieces of each will be made.
One version, a black-bezel piece with red accents on a steel bracelet with eggshell-colored dial, is shared between Kith and TAG Heuer points of sale and is created in a limited edition of 1350 pieces. Each of the watches – whether for sale by Kith or TAG Heuer — retails for $1,500.
Finally, for the real collector of Formula 1 Series 1 watches, a set of all 10 watches is being offered. Just 75 sets will be made, each retailing for $18,000. Kith will sell 25 of the sets, while TAG Heuer will sell the other 50 sets.
TAG Heuer is launching a complete campaign around the new Formula 1 X Kith watches that is a nod to its Formula 1 racing heritage past and current involvement. Watches will be photographed against helmets, racing paraphernalia and cars of Red Bull Racing. It is another nod to the year 1986, when the brand equipped the then-active Honda Marlboro McLaren team with the Series 1 Formula 1 watches. Today, TAG Heuer plays an active sponsorship role with Red Bull Racing.
“It was an honor for me to be able to play a part in bringing TAG Heuer’s Formula 1 Series 1 back to life,” said Ronnie Fieg in the brand press release. “The TAG Heuer Formula 1 Series 1 in red and black was my very first watch, the timepiece that helped me express the unique style that’s now manifested itself in Kith.”
According to Julien Tornare, CEO of TAG Heuer, “The rebirth of the original TAG Heuer Formula 1 watch is something the collector community has been clamoring after for years. … It is one of the most meaningful pieces in TAG Heuer’s history. The first to wear the TAG Heuer name, it introduced a generation of collectors to our commitment to making premium timepieces at the intersection of culture and motorsports.”