The Miami Grand Prix weekend was not only a thrilling event for motorsports enthusiasts but also a momentous occasion for watch aficionados as TAG Heuer and KITH unveiled their collaborative revival of the iconic Formula 1 watch model. Originally introduced in 1986, the TAG Heuer Formula 1 quickly became a cultural phenomenon, beloved by collectors, sports fans, and cultural icons alike. Now, nearly four decades later, this legendary timepiece is making a triumphant return, blending classic design elements with contemporary upgrades.
Nicholas Biebuyck, TAG Heuer Heritage Director, emphasizes the significance of the original Formula 1 watch, which marked the brand’s entry into the world of timekeeping. Inspired by the creative spirit of the ’80s, characterized by vibrant colors and expressive designs in art, music, and fashion, the Formula 1 watch captured the essence of the era. Its playful aesthetic and accessible price point made it a beloved accessory for enthusiasts of all ages.
Ronnie Fieg, Founder of KITH and a passionate fan of TAG Heuer, played a pivotal role in the collaboration. Drawing from his personal connection to the Formula 1 watch, Fieg teamed up with TAG Heuer to reimagine this iconic timepiece for a new generation. The result is a collection that pays homage to the original design while infusing it with modern touches and contemporary flair.
The collection comprises 10 limited edition models, including stainless steel and Arnite/rubber iterations, each offering a unique interpretation of the classic Formula 1 aesthetic. Retaining the dimensions of the original model, the watches feature updated materials such as sapphire crystals and rubber straps for enhanced durability and comfort.
One of the most striking features of the collection is the joint TAG Heuer x KITH logo, a bold statement of collaboration and innovation. This marks the first time TAG Heuer has merged its emblem with a collaborative partner, signaling a new era of creativity and experimentation for the brand.
To celebrate the launch of the collection, TAG Heuer and KITH hosted an exclusive dinner at Miami’s Rubell Museum, attended by prominent figures from the worlds of fashion, entertainment, and sports. The early release of the collection at KITH and TAG Heuer boutiques in Miami generated significant excitement among fans and collectors, underscoring the enduring appeal of the Formula 1 watch.
Priced at $1,500 USD each, the limited edition watches are now available for purchase worldwide through select retailers and online platforms. Additionally, a collector’s box set, limited to 75 examples, offers enthusiasts a unique opportunity to own a piece of horological history. As TAG Heuer continues to push the boundaries of innovation and collaboration, the Formula 1 collection serves as a testament to the brand’s enduring legacy and forward-thinking vision.
