TAG Heuer Formula 1 | Kith

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TAG Heuer Formula 1 | Kith

Formula 1 | Kith
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The revival of the “culture-defining” watch with a brand new collab
La Cote des Montres - May 1st, 2024

The revival of the “culture-defining” watch with a brand new collab

Since its original release in 1986, the first series of TAG Heuer’s Formula 1 has been a trailblazer. It was the very first timepiece that bore the TAG Heuer name. The watch’s striking colours and daring design made it a favourite first watch among those who would go on to become diehard collectors, which was precisely the case for Kith founder Ronnie Fieg. Today, the Swiss watchmaker is bringing the piece back with the singular lifestyle brand Kith in new, upgraded materials.

La Chaux-De-Fonds, Switzerland – 1 May 2024: TAG Heuer and Kith are leaders in their respective spaces and have made outsized contributions to culture at large. TAG Heuer is best known for supplying precision-engineered timing instruments for the most storied motorsports events and racers in history. Whereas Kith has become a fashion stalwart and regarded for its disruptive approach. Today, this duo is embarking on a cutting-edge collaboration to reintroduce the TAG Heuer Formula 1 Series 1 originally released in 1986. The new collection of timepieces features the beloved TAG Heuer Formula 1 in 10 bold colourways inspired by standout models from TAG Heuer’s past. Alongside Kith, TAG Heuer is reintroducing an ‘80s icon built on strong design codes and standout colours, values Fieg is consistently inspired by as a designer.

A treasured design

There is something special about the first. That’s especially true when it comes to first love. And for so many collectors all around the world, TAG Heuer’s Series 1 was that first love. It was the timepiece that kicked off a love affair with collecting. That’s the story behind TAG Heuer’s collaboration with Kith, whose founder Ronnie Fieg started with a red-and-black TAG Heuer Formula 1 and has since become an ardent collector of prestigious vintage watches.

For many this love started when the original TAG Heuer Formula 1 was released in 1986— the very first watch to bear the TAG Heuer name. It was the very first Swiss timepiece for many collectors who were enamoured with its forward-thinking design and electrifying colourways. In recent years, it has become one of the hottest vintage watches in the world, with admirers flocking to secondary sites to recapture a piece that looks just as fashionable today as it did almost 40 years ago.

This TAG Heuer watch was so effective at drawing collectors into the world because it was the very first watch to enable a generation to assert their taste and individuality with a timepiece. The TAG Heuer Formula 1 was the first premium composite quartz watch, drawing collectors deeper into this world with every tick. Just like the original did in 1986, this latest timepiece marks TAG Heuer’s
undeniable position as a cultural powerhouse.

The new TAG Heuer Formula 1 | Kith stirs up the nostalgia of this era while updating it for modern times through the colours, partnership, and 35-millimetre size.

“The rebirth of the original TAG Heuer Formula 1 watch is something the collector community has been clamouring after for years. One of these collectors was Kith founder Ronnie Fieg, who shared that, like so many others, this was also his first watch when he was younger. 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,” said Julien Tornare, the CEO of TAG Heuer.

Revitalizing
the cherished model
for 2024

The TAG Heuer Formula 1 | Kith maintains what makes the original beloved while bringing it into 2024 and updating it with upgraded materials. First, though, it was critical for these new iterations to keep the original spirit of the watch. The original supplier of case was tracked down along with the very same mold that was used for the pieces made in 1986. That means the identity of the watch is inextricable from the piece collectors fell in love with decades ago.

The new story of the TAG Heuer Formula 1 | Kith is told through elegant tweaks to this classic model. While the original watch featured a plastic crystal, this updated model features sapphire. The strap also gets an upgrade from plastic to rubber.

Kith’s Fieg contributed to many of the details that reestablish this watch as a fashion powerhouse. TAG Heuer and Kith worked together to select many of the striking and exotic colour combinations.

In a groundbreaking move, for the first time in TAG Heuer’s illustrious history, the luxury Swiss watchmaker is merging its logo with a collaborative partner. TAG Heuer Formula 1 | Kith features a reworked version of the insignia that combines Kith and Heuer on the dial, rubber strap, and caseback. The dial also includes Kith’s motto “Just Us,” a tribute to Fieg’s familial inner circle.

“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. 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,” said Ronnie Fieg, Kith founder.

The Collection

The original Formula 1 was foundational to the success and longevity of TAG Heuer. Over three million pieces were produced, which have been equally admired by men and women over the decades. This new partnership maintains the exquisite variety—without the sheer volume—that made the watch such a fun and trend-setting accessory in the first place.

There are 10 new watches in total, in stainless steel bracelet edition or rubber bracelet edition. Seven watches are exclusive to Kith and each pays tribute to a store in its global network. These watches play with vibrant color: sports-car red; black-and-yellow; green, yellow, and red nods to the rare iteration from the ‘80s made in partnership with Japanese F1 driver Ukyo Katayama; cream; and matte black. These iterations are limited to 250 pieces each. Kith’s exclusive models also feature two with steel bracelets in blue-bezel and one in green. The pair is limited to 350 pieces each.

TAG Heuer boasts two exclusives, limited to 825 pieces each, of its own: each a shot of colour in vibrant blue and green to the bezel and strap with black PVD case and a black dial. The first edition will launch in-store only in Miami on May 3^rd followed by the global launch on May 6^th.

A highlight of the collection is the shared model between TAG Heuer and Kith, limited to 1350 pieces. The classic black-bezel watch with its red accents is a lasting and undeniable combination. This model arrives on a steel bracelet with an eggshell dial that is reminiscent to the patinated versions of this model from 1986. The result is an exquisite combination of modern features with vintage aesthetic appeal.

The TAG Heuer Formula 1 | Kith remains faithful to the original, drawing elements from the colour combinations to the small details that defined the Series 1. These features include the original form hour hand, a triangle with a dot inside at 12 o’clock, indices that alternate every quarter between shields and dots, and a contrasting minuterie that packs a lot of delightful character into the dial.

Every TAG Heuer Formula 1 | Kith will be presented in a high-end box that evokes their colorful design and drives home the revived watch’s premium status. The most exceptional and desirable presentation of the collection will come in the form of a highly collectible box containing all 10 of the limited-edition watches. With the original TAG Heuer Formula 1, TAG Heuer helped countless collectors fall in love with watches. Now, they are invited to become infatuated with this distinctive, incredibly stylish model all over again.

About TAG Heuer

“Don’t Crack Under Pressure”

TAG Heuer, founded in 1860 by Edouard Heuer in the Jura Mountains of Switzerland, is a luxury watch brand that is part of LVMH Moët Hennessy Louis Vuitton SE (“LVMH”), the world’s leading luxury group. Based in La Chaux-de-Fonds, Switzerland, and with four production sites, TAG Heuer has 1,900 employees and is active in 139 countries. TAG Heuer products are available online at TAG Heuer for select countries and in 260 boutiques and 2,300 points of sale worldwide. The company is headed up by Julien Tornare, CEO of TAG Heuer.

For 164 years, TAG Heuer has demonstrated pure avant-garde watchmaking spirit and a commitment to innovation with revolutionary technologies that have included the oscillating pinion for mechanical stopwatches in 1887, the Mikrograph in 1916, the first automatic-winding chronograph movement – Calibre 11 – in 1969, and the first luxury smartwatch in 2015. Today, the brand’s core collection consists of three iconic families designed by Jack Heuer – TAG Heuer Carrera, Monaco, and Autavia – and is rounded out with the contemporary TAG Heuer Link, Aquaracer, Formula 1, and Connected lines.

Embodying TAG Heuer’s motto, “Don’t Crack Under Pressure,” are prominent partnerships and brand ambassadors that express the brand’s passion for action and high performance.