The F1 Grand Prix weekend in Miami was a star-studded event that drew some of the biggest names in fashion, culture, and motorsports. The race itself in recent years has proven to be one of the most anticipated sports events, which was perfect timing for the relaunch of the iconic TAG Heuer Formula 1 watch model.
The original TAG Heuer Formula 1 was an instant hit, drawing in seasoned collectors, fans of the sport, and cultural figures from actress Cameron Diaz to Pamela Anderson wearing one in Baywatch. Originally launched in 1986, the 35-millimeter model was imbued with the fun, expressive essence of the ‘80s. It brought color to the world of watches, originally debuting in 38 vibrant colorways, and provided an accessible entry point into collecting for novel enthusiasts.
“The original watch from 1986 was the first product to wear the TAG Heuer name. This is really the beginning of that story. This laid the foundation,” says Nicholas Biebuyck, TAG Heuer Heritage Director, “Think of Basquiat, Keith Haring, the artists that were emerging during this period. When you look at music, we see the birth of hip-hop and we see some of the great pop icons emerging during this time as well. We look at fashion, we see Jean Paul Gaultier — this was a period of great creative expression and a new generation coming through. So to come up with the Formula One product line during this period — it just became a smash hit.”
“I think [the allure] is about the coolness of the watch and of the colors. You see it and you immediately think about the 80s. For me, the 80s are all about colors, fun, and funky music. All of that reflects really well in each of these watches. So even if you're not into Formula One, it could be surprising to have such a colorful, funky watch. These days, bringing color and bringing something joyful is important, even if you're not into cars,” adds TAG Heuer CEO Julien Tornare.
Since the original release was so revered, the team at TAG Heuer did not want to alter the model’s design or silhouette extensively, but they noted that it was due for a more modern refresh — that’s where KITH and Ronnie Fieg came in. Fieg, a notable fan of TAG Heuer and the F1, aligned with the watch brand on the idea to bring back the first watch he ever owned, this time in collaboration with his lifestyle brand.
But the main reason this collaboration felt like such a natural fit was the authenticity of the story that surrounds it. “That's the key word: authenticity. Collaborations in luxury are getting a little bit fatiguing now. We've made a decision that we wanted to control the cadence of doing collabs and limited editions because, as a brand, it's very easy to get addicted to that. But for us, we need to find partners who are authentic or who we can work with well and that can help us expand our core audience,” Biebuyck shared.
The new collection shows off three stainless steel models as well as seven Arnite/rubber iterations, two of which are TAG exclusives. While each maintains the dimensions of the original — the Swiss watchmaker got ahold of the original molds from 1986 to inspire the revival — some contemporary updates are implemented into the design. These upgrades include swapping sapphire instead of acrylic for the crystal face and upgrading the previous plastic bracelet straps to rubber, increasing durability.
“There were some other added subtle design elements. The engraving on the case back that says, 'Just Us,' the slight finessing of the dial, and the case engraving on the stainless steel ones. And then we've played a little bit with the colors. On the black watch, there is this pastel rainbow on the bezel and the dial is quite different from the original one. Some of the other colorways were altered a bit as well,” Biebuyck explained.
Perhaps one of the most surprising elements of each revived F1 model is the joint TAG Heuer x KITH logo — the first time the watchmaker has ever merged its instantly recognizable shield emblem with a collaborative partner. “I think it's in our avant-garde and innovative spirit that we dare to do it. Watches are very conservative. But if you look at other industries, cool collabs are all over. So I think it's a great way to show that we are stepping in. We are different. And yes, we lean on our great heritage, but we are not scared to try new things. That's really in our DNA,” Tornare shared.
TAG Heuer and KITH celebrated the Miami launch of the TAG Heuer Formula 1 x KITH model by throwing an elegant dinner at Miami’s Rubell Museum, hosted by CEO of LVMH Watches, Frédéric Arnault, alongside Fieg, and including BLACKPINK’s Lisa, athletes Jonathan Kuminga and Victor Cruz, actress Alexandra Daddario, and more. Justine Sky gave guests a surprise performance as well. On May 3rd, the collection was released early at KITH and TAG Heuer’s Miami boutiques, giving F1 fans and dedicated collectors a chance to secure the limited-edition timepieces. We stopped by the KITH location in the Design District and were met with a line wrapped around the store and trailing down the block.
Witnessing the excitement of the highly-anticipated launch firsthand only cemented the notion that TAG Heuer has its finger directly on the pulse. The brand has been hailed for its expressive approach to watchmaking, and this collaboration only drew more anticipation for exciting re-releases and collaborations to come.
Each limited-edition watch is priced at $1,500 USD, and they are now available for purchase worldwide through select KITH and TAG retailers, along with KITH’s global website. A collector’s box set, limited to 75 examples, is also available via a draw for $18,000 USD.
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