The TAG Heuer Formula 1 watch is back just the way you remember it, or very nearly, thanks to a new collaboration with Kith honoring the quintessential ‘80s sports watch. The new collection of Formula 1 watches coincides with the Miami GP taking place this weekend, and will see a selection of the new watches available in person at Kith and TAG Heuer boutiques in Miami. A box set of the 10 will also be offered via raffle through Kith’s website. As for the watches themselves? Each of the varied colorways look straight out of the ‘80s and ‘90s, which is exactly what you’d hope for in a project such as this. The only downside is that very, very few of these will be made.
The Formula 1 watch represents a turning point for the brand, representing the first to receive the TAG Heuer label, after Heuer’s acquisition by TAG Group (Holdings) S.A. in 1985. Racing fans will no doubt be familiar with the move, as TAG (Techniques d’Avant Garde) was a sponsor of Williams during their driver’s championship winning years in (Alan Jones in ‘80 and Keke Rosberg in ‘82). In 1983 TAG made the move to McLaren that included an ownership stake (which held until 2024 when Mumtalakat bought 100% of McLaren Group), and saw years of success thanks to Niki Lauda and Alain Prost from ‘84 to ‘87. Their cars in this period, the legendary McLaren 4/2 and its iterations, were powered by co-branded Porsche/TAG 1.5l turbocharged V6 engines.
The Formula 1 watch branded TAG Heuer would release in 1986, at the culmination of the brand’s power in the sport, directly following back to back World Constructor and World Driver Championships for McLaren in ‘84 and ‘85 (Prost would win WDC again in ‘86, though the team would finish 2nd to Williams in the WCC). By the late ‘80s McLaren would move to Honda power units and welcome superstar Ayrton Senna for another run of championships, but the impact of that mid-’80s run was a cultural touchstone with a lasting impact, particularly for TAG Heuer.
The watch itself was indeed Avant Garde, using big colors and new materials that made a statement. These watches were defiant, and immediately recognizable. The goal was not a safe, timeless design, and the result is a time capsule that perfectly captures the soul of an era. In recent years, that particular mid ‘80s era has made a comeback, manifesting itself across industries, including watches. Demand has never been stronger for a watch like this, and TAG Heuer is striking at the perfect moment, and with the perfect partner in Kith.
The execution of this new F1 collection captures the look and feel of the original with a few welcome alterations that push the watch into a slightly more premium category compared to the original. The materials are higher quality, and there’s even steel case and bracelet models – so the watches deliver on the vision in a modern way. The big colors and bold shapes remain, as does the original 35mm case size, a vital detail in hitting maximum nostalgia.
The dials are signed with a special Kith/Heuer shield at the top, and “Just Us” at the bottom in reference to Kith’s ‘inner circle’. The ten colorways presented include inspiration from Kith’s retail locations in Hawaii, New York, Los Angeles, Paris, Miami, Toronto, and Tokyo. Two references with black cases will be exclusive to TAG Heuer stores, and a final ‘classic’ presentation that recalls the original done in a steel case and 5 link bracelet.
Pricing for each is $1,500. The rubber city editions outlined above are limited to 250 pieces each while the steel cased city editions are limited to 350 pieces each. The TAG Heuer exclusive black DLC cases are limited to 825 pieces, and finally the classic throwback with steel case, black bezel and cream dial is limited to 1,350 pieces. Kith // TAG Heuer
