Since its inception in 1986, the TAG Heuer Formula 1 Series 1 has been a cornerstone of Swiss watchmaking history. A pioneer in its own right, it marked TAG Heuer’s inaugural entry into the world of timepieces, captivating enthusiasts with its blend of innovation and style. Introduced in 1986, the TAG Heuer Formula 1 Series 1 was more than just a watch; it was a statement of individuality and a symbol of excellence. With over three million units sold during its illustrious 14-year run, it left an indelible mark on the industry, becoming a must-have for collectors and enthusiasts alike. Fast forward nearly four decades and the iconic Formula 1 is returning triumphantly, courtesy of a dynamic collaboration between TAG Heuer and lifestyle brand Kith.

The Formula 1 Series 1, with its pit-lane credentials and avant-garde design, epitomised TAG Heuer’s commitment to innovation and performance. In recent years, TAG Heuer, under the stewardship of luxury conglomerate LVMH, has undergone a series of transformations, reaffirming its position as a trailblazer in the industry. From high-end smartwatches to forays into lab-grown diamonds and eyewear, TAG Heuer has continually pushed the boundaries of watchmaking. Meanwhile, the re-introduction of its long-dormant eyewear business and partnerships to introduce solar-powered models highlight TAG Heuer’s commitment to evolving with the times while staying true to its heritage.

The contemporary fashion brand, Kith, is working with TAG Heuer on this latest Formula 1 watch collection. Founded in 2011 by Ronnie Fieg, Kith is a beacon of modern style and innovation. Renowned for its unique collaborations and a curated selection of apparel and footwear, Kith offers more than just products; it provides an immersive retail experience rooted in aesthetics and community engagement. Founder Ronnie Fieg had a particular connection to this collaborative project as the TAG Heuer Formula 1 Series 1 was his first watch. This added authenticity and passion for this collaboration led to Kith expanding the launch by releasing a series of apparel to accompany the watches, featuring items like branded t-shirts, hoodies, and a leather racing jacket.

TAG Heuer’s association with Formula One racing runs deep. From the co-ownership of McLaren to its bold naming conventions, the brand’s ties to the world’s premier motorsport have been instrumental in shaping its identity. However, the TAG Heuer Formula 1 series is the most impactful collaboration between the two establishments, with the 1986 launch marking a significant moment in their partnership and TAG Heuer’s brand history. As the first watch to proudly display the TAG Heuer emblem, it captured the imagination of watch enthusiasts worldwide and became a cornerstone of the brand’s success. Decades later, the allure of the Formula 1 Series 1 remains undiminished. Recognising the nostalgia and passion surrounding this iconic timepiece, TAG Heuer and Kith have worked together to breathe new life into the legendary watch. This partnership is not just about creating another collection; it’s a celebration of heritage and a testament to the enduring appeal of timeless design.

In crafting the TAG Heuer Formula 1 | Kith Collection, the designers spared no effort in paying homage to the original Series 1. From sourcing the original supplier to meticulously recreating every detail, the collection is a testament to TAG Heuer’s commitment to authenticity. The iconic hour hand, triangular marker at 12 o’clock, and alternating shield and dot indices are all faithfully reproduced, ensuring that each timepiece embodies the spirit of its predecessor. With ten limited-edition models, this collection is a tribute to the collectors who contributed to the success of the original Formula 1 Series 1. Each watch is a collector’s dream, boasting a fusion of TAG Heuer and Kith insignias on the dial, strap, and case back. The incorporation of Kith’s “Just Us” motto serves as a poignant reminder of the community-driven ethos that underpins this collaboration. However, it’s the electrifying colourways and contemporary design elements of the Formula 1 | Kith collection that redefine the boundaries of style and performance. Moreover, the mechanics of the watches are of the highest quality, with quartz movements, sapphire crystal dials, high-grade rubber straps, and 200-meter water resistance, these watches are not just symbols of style but also reliable companions for any adventure.

Priced at AU$2,200, the TAG Heuer Formula 1 | Kith Collection is an ultra-limited series, with each of the 10 watch models being produced in small batches of 250 to 1350 pieces. The first release was exclusive to Miami on May 3rd, followed by a global launch on May 6th, 2024. While three references will be available at TAG Heuer boutiques, the rest will be accessible through Kith locations, including their online platform, with each timepiece arriving in a high-end, colourful box, reminiscent of the excitement and anticipation of race day.

In conclusion, the TAG Heuer Formula 1 | Kith collection represents more than just a collaboration; it’s a testament to the enduring legacy of two iconic establishments. By marrying tradition with innovation, TAG Heuer and Kith have created something truly special—a collection that transcends time and captures the essence of speed, style, and sophistication. As enthusiasts and collectors eagerly await the opportunity to own a piece of this storied journey, one thing is certain: legends never die; they simply evolve with time.