Back to the future with TAG Heuer and Kith

Icon of the 1980s, the TAG Heuer’s Formula 1 Series 1 watch is brought back to life under the impulse of Ronnie Fieg, its first fan and founder of the streetwear brand Kith. A luxury version baptized Formula1|Kith, designed with more efficient materials but adorned with the vivid colours of the racing cars.

By Florence Halimi
The new TAG Heuer Formula 1|KITH capsule collection.

Launched in 1986, the Formula 1 Series 1 already illustrated the happy relationship between TAG Heuer and Formula 1 and their shared passion for fine mechanics. Sponsor of the McLaren racing team in the 1980s, TAG Heuer could thus count on a mythical ambassador, Ayrton Senna, whom 30th death anniversary is currently commemorated on Imola’s circuit.

The comeback of a watchmaking icon of the 1980s, the TAG Heuer Formula 1.

Created by the watchmaker designer Eddy Burgener, this chic and fun quartz watch seduced as much men as women. A success proven by the 3 million pieces sold. Nowadays, this is one of the most coveted watches. A true Proust’s madeleine for many 80s kids, starting with Ronnie Fieg, founder of Kith. “The TAG Heuer Formula 1 Series 1 red and black watch was my first watch. This is the one that helped me in the expression of Kith’s unique style,” he said.

A bidirectional rotating bezel with a 60-minute scale in blue arnite and white markings encircles a black dial with a stripped pattern.

Stopped in 2000, the Formula 1 production is resuming today through a colourful partnership between the two brands. “The rebirth of the TAG Heuer Formula 1 original watch is an event which has been expected for years in the collectors’ community,” TAG Heuer’s CEO Julian Tornare explained. “This is the most important watch in TAG Heuer’s history. The first to wear the TAG Heuer name. And the occasion for a whole collectors’ generation to discover our commitment to create luxury watches, between culture and racing sports.”

The different versions sport fun and vivid colours – red, yellow, green, blue…

The partnership is materialised by a blazon-shaped logo binding the two brands, on the dial and on the bracelet. The model is now equipped with a crystal sapphire – formerly in plexiglass –, a rubber strap and not a plastic one – which could be cut at the wished length –, or a steel bracelet depending on the version. The watch keeps its unforgettable line, since, attentive to details, the brand used the 1986’s original cast. Its iconic “Mercedes” type hands, designed to be legible even when they overlap, continue as well to indicate the time.

Green, yellow and red. The reference recalls a rare 1980’s edition launched for a partnership with the F1 Japanese pilot Ukyo Katayama – 250 pieces limited edition.

Ten 35 mm models came to life, in bright colours echoing the joysticks and Rubik’s cube of our childhood. Two of them – in full green or blue look with black dial, limited to 825 pieces each – are available only at TAG Heuer.

The “Luminova like” view of the TAG Heuer Formula 1|KITH.

Seven are available only in the Kith boutiques – the red racing with black and yellow, the cream with matte black, the green, yellow and red (recalling the rare edition of the 1980s launched in partnership with the F1 Japanese pilot Ukyo Katayama). Each of them are limited to 250 pieces.

In blue or green, here is the TAG Heuer exclusive, limited to 825 pieces.

To which is added the two watches with steel bracelet, equipped with a blue or a green bezel (350 pieces each).

Blue or green bezel, for the Kith exclusive version, limited to 350 pieces each.

Finally, the main piece of the collection is available at both TAG Heuer and Kith. Limited to 1350 pieces, the watch sports a black bezel, red markings, a steel bracelet and an eggshell-hued dial with a vintage silhouette.

In a 1350 limited edition, this TAG Heuer Formula 1|KITH in steel displays an eggshell-hued dial. The bezel is in black arnite with red and white markings.

The whole collection is also available in a collector’s box set for die-hard fans!

Highly luxurious, the collector’s box contains the ten watches of the TAG Heuer Formula 1|KITH collection.

Click here to read the full TAG Heuer Formula 1|KITH technical sheet.


€18,150 – Collector’s box set – limited to 75 pieces