New: TAG Heuer Formula 1 Kith

TAG Heuer releases a new collection which is a blast from the past of the Formula 1 launched in 1986. Introducing the new TAG Heuer Formula 1 Kith.

Press Release information with commentary in italics.

The TAG Heuer Formula 1, first launched in 1986, was a popular and accessible sports watch that many from the ’80s and ’90s would recognize. TAG Heuer has recently introduced the Formula 1 Kith Limited Edition, which is a true-to-original reissue of the Series 1, co-created with the streetwear brand Kith. This special edition comes in ten vibrant versions, and it’s uniquely branded as “Kith Heuer,” signifying the partnership. The Kith logo takes the place of the traditional “TAG” in the watchmaker’s emblem, marking this collaboration.

New: TAG Heuer Formula 1 Kith

The TAG Heuer Formula 1 Kith retails at SGD 2,150 inclusive of GST (CHF 1,500) all models. A box set with all 10 watches in a 75 piece limited edition in a special presentation case is also available at CHF 18,000.

Commentary

The collaboration between TAG Heuer and Kith has brought a fresh perspective to the iconic TAG Heuer Formula 1 series. This is a blast from the past for many of us, especially for those old enough for the original Formula 1 to be on their list of interesting watches. Ten watches are in the launch release, broadly in three categories: two references exclusive to TAG Heuer, seven references representative of locations with Kith stores which are exclusive to Kith, and a one shared reference. All are 35mm x 9.45mm case (40mm lug-to-lug. The TAG Heuer press material says the watches are true to the originals. But only in terms of aesthetics and size, and then some. Some of the colourways are original, but some are new, especially the Kith exclusive watches.

The TAG exclusive models are two watches with black PVD steel cases in green and blue with matching rubber straps. Each is limited to 825 pieces.

Of the seven Kith exclusive models, five feature very colourful designs. Teh case is in a black arnite material with black arnite bezel. Very vibrant colours are chosen. Each is limited to 250 pieces.

Also part of the Kith exclusive collection are two steel cases with steel bracelets, one in a blue arnite bezel, the other in a green arnite bezel. These are each limited to 350 pieces each.

The shared reference is the most conventional looking with a black bezel. This reference is a limited edition of 1,350 pieces.

The watches, other than the sober steel bracelet models are perhaps best described as rather playful. Child like, perhaps, with almost a Lego like quality, or dare we say…like a Swatch. But all good in our eyes, this is an interesting release from TAG.

The only fly in this ointment is perhaps the price. At almost SGD 2.2k, it is certainly not all fun and games. And not for those on a Swatch budget. This is not a forgone comparison, as even the MoonSwatch is only SGD 380 (or SGD 430 for the Snoopy Mission to Moonphase), less than 1/5 the price.

The Swatch has a bioceramic case and a fabric strap compared to the steel case and bracelets or arnite (also a kind of plastic that combines high strength and rigidity) case and rubber straps of the TAG. Both TAG Heuer and Swatch are equipped with quartz movements. As no details of the quartz movements are available for either maisons, we have to assume they are both basic movements.

Press Release

A MUCH-AWAITED COMEBACK

When it was first released in 1986, the TAG Heuer Formula 1 Series 1 marked a pivotal moment in the Swiss Maison’s history as the first watch to bear the TAG Heuer name. It set the stage for the brand’s widespread and enduring success, with over three million pieces produced. The first premium composite quartz watch, the Series 1 quickly became a collector’s favourite, enabling a generation of watch enthusiasts to assert their taste and individuality with a timepiece. 

Nearly 40 years later, TAG Heuer aficionados worldwide have been craving a comeback. Through their dynamic collaboration, TAG Heuer and lifestyle brand Kith have answered the call, injecting a fresh and energetic allure to this original timepiece.

Founded in 2011 by Ronnie Fieg, Kith is a multifaceted lifestyle brand and a progressive retail environment renowned for its unique collaborations and curated selection of apparel and footwear. It transcends traditional retail by offering an immersive shopping experience that reflects a deep commitment to aesthetics and community engagement.

RONNIE FIEG’S CONNECTION

Kith’s founder, Ronnie Fieg, shares a deep personal connection with the TAG Heuer Formula 1 Series 1. The red and black model from the original series was his first watch, igniting his lifelong passion for collecting high-end vintage watches. 

A LEGACY DESIGN PROPELLED INTO THE FUTURE

In crafting the TAG Heuer Formula 1 | Kith collection, maintaining the essence of the original was paramount. TAG Heuer went to great lengths to locate the original supplier and the exact same mould used in 1986, ensuring that the new iterations embody the spirit of the beloved original. Reaffirming the watch’s distinctive legacy features—its unique hour hand, a distinctive triangle at 12 o’clock, alternating shield and dot indices, and a contrasting minuterie—the new series showcases a modern, revitalised design with electrifying colourways. 

CRAFTED FOR COLLECTORS

The TAG Heuer | Kith collaboration promises to be a collector’s dream. With ten limited-edition models, the series pays special tribute to the collectors who contributed to the success of the original TAG Heuer Formula 1 Series 1. Four decades later, it offers TAG Heuer and Kith enthusiasts an exclusive opportunity to own a piece of this storied journey.

FUSING THE SPIRIT OF BOTH WORLDS

In a bold move, unprecedented in its history, the Swiss Maison fuses its logo with a collaborative partner, merging Kith’s and Heuer’s insignias on the dial, strap, and caseback. The watch dials feature Kith’s “Just Us” motto, a heartfelt nod to Ronnie Fieg’s close-knit community, emphasising the personal connections that underpin the collaboration.