TAG Heuer: Formula 1 | Kith

There’s something special about the first. That’s especially true when it comes to first love. For many enthusiasts it was the TAG Heuer Formula 1, the series with striking colors and bold design launched in 1986 that featured the TAG Heuer name for the first time.

That’s the story behind the collaboration between TAG Heuer and Kith, whose founder Ronnie Fieg began his approach to the world of watches with a TAG Heuer Formula 1 and then became an important collector of vintage watches.

The new TAG Heuer Formula 1 | Kith arouse the nostalgia of this era by updating it to modern times through colors and materials without losing sight of the “35mm” dimensions and the original spirit. For this reason TAG Heuer decided to track down the original supplier of the case and use the same mold used for the 1986 series.

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.

For the first time in TAG Heuer’s history, the 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 NEW TAG HEUER FORMULA 1 | KITH

The 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 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 limited editions 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 3rd followed by the global launch on May 6th.

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 new TAG Heuer Formula 1 | Kith will soon be available at the price of 1,500 CHF each, for the most demanding collectors there will also be the possibility of purchasing the entire collection in a limited edition box set of just 75 examples at the price of 18,000 CHF.