TAG Heuer Teams Up With Kith To Relaunch the Original Formula 1
The Miami Grand Prix has lately become one of the hottest events on the international sporting calendar, with a stacked roster of A-list celebrities competing for attention with the on-track drama. That made the star-studded event the perfect backdrop for TAG Heuer to announce its latest collab, a relaunch of the best-selling 1980s Formula 1 watch with American streetwear brand Kith.
TAG Heuer Teams Up With Kith To Relaunch the Original Formula 1
TAG Heuer Teams Up With Kith To Relaunch the Original Formula 1
TAG Heuer Teams Up With Kith To Relaunch the Original Formula 1
TAG Heuer Teams Up With Kith To Relaunch the Original Formula 1
TAG Heuer Teams Up With Kith To Relaunch the Original Formula 1
TAG Heuer Teams Up With Kith To Relaunch the Original Formula 1
TAG Heuer Teams Up With Kith To Relaunch the Original Formula 1
As part of its race week takeover, TAG Heuer’s new Formula 1 collab was a major presence in Miami over the weekend, kicking off with a dinner co-hosted by CEO of LVMH Watches, Frédéric Arnault, CEO of TAG Heuer, Julien Tornare, and Kith Founder, Ronnie Fieg held at the privately-owned Rubell Museum. On the track itself, a custom KITH HEUER emblem on the gear and racecar livery of Oracle Red Bull Racing Drivers Max Verstappen and Checo Pérez announced the collaboration to millions of spectators worldwide.
TAG Heuer launched the original Formula 1 watch in 1986. With a quartz movement, a 35mm composite case, and a wide range of colour combinations available, it was the first watch to bear the TAG Heuer logo in place of the previous Heuer one. As such, it marked the beginning of an exciting new era for the brand, as well as a stylish and accessible entry point to the Swiss watchmaker’s motorsports-centric lineup.
With over three million Formula 1 watches sold during its production run, it remains one of the most popular TAG Heuer models of all time and a favourite among 21st-century collectors — including Kith founder Ronnie Fieg. “A Formula 1 Series 1 in red and black was my very first watch, [and] the timepiece that helped me express the unique style that’s now manifested itself in Kith,” said Fieg, who has previously released collabs with a wide range of brands, from Nike and Adidas to Lucky Charms and Looney Tunes.
The new collection consists of 10 new limited-edition watches, all of which feature a custom Kith Heuer logo at 12 o’clock. They include sports car red, black-and-yellow and a green, yellow, and red nod to the rare ‘80s edition dedicated to Japanese F1 driver Ukyo Katayama. Eight of these are exclusive to Kith’s retail channels and sold out in short order when they dropped on Monday, while three — including a stainless steel version — are available exclusively in TAG Heuer boutiques as of May 6th. Aside from the Kith Heuer logo and the brand’s motto “Just Us” written on the dial, the new collection remains faithful to the original thanks to cases made with the same mould that was used to make the Formula 1 in the 1980s.
TAG Heuer Teams Up With Kith To Relaunch the Original Formula 1
TAG Heuer Teams Up With Kith To Relaunch the Original Formula 1
TAG Heuer Teams Up With Kith To Relaunch the Original Formula 1
TAG Heuer Teams Up With Kith To Relaunch the Original Formula 1
TAG Heuer Teams Up With Kith To Relaunch the Original Formula 1
TAG Heuer Teams Up With Kith To Relaunch the Original Formula 1
“The rebirth of the original TAG Heuer Formula 1 watch is something the collector community has been clamouring after for years,” said TAG Heuer CEO Julian Tornare. “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.”
