TAG Heuer unveils the trailblazing TAG HEUER FORMULA 1 | Kith, made in collaboration with Kith’s founder, Ronnie Fieg.

What comes to mind when you think of a trailblazer? Original, innovative, fearless, and creative are a few words that describe one. In the case of TAG Heuer, the first series of TAG Heuer’s Formula 1 released in 1986 was the perfect example, being the first watch proudly adorned with the TAG Heuer name. The Swiss watchmaker was founded and registered as Heuer in 1860 by Edouard Heuer until 1985 when TAG Group (Holdings) S.A. acquired the company. Under the new ownership, TAG Heuer embarked on a new collection reinforcing its ties with the world of motorsports. The chronograph was a natural addition, while various colour combinations reflected the Formula 1 team liveries.

After numerous editions released over the years, the TAG Heuer Formula 1 returns to its roots with a collaboration with Ronnie Fieg’s brainchild, Kith. Instead of releasing a single piece, 10 iterations of the TAG HEUER FORMULA 1 | Kith pieces are released, each as a throwback to the illustrious watches from TAG Heuer’s storied past. Incidentally, the release comes roughly three weeks after Hodinkee’s Talking Watches series, with Ronnie Fieg showcasing his personal collection of vintage TAG Heuer Formula 1 watches.

After seeing Fieg’s collection, aesthetic parallels can be drawn between that and the contemporary collaboration. Beyond the obvious, you feel Fieg’s genuine love for the collection after he shares the story of his mother gifting him a watch after she made her sales goals when he was 12. The watch in question? A TAG Heuer Formula 1, of course. Many other references were later added into Fieg’s collection which became one of the cornerstones of the TAG HEUER FORMULA 1 | Kith. 

Fans of the TAG Heuer Formula 1 original reference will be thrilled that the contemporary pieces are an honest and faithful reproduction, with TAG Heuer tracking down the original case supplier and moulds used for the pieces made in 1986. Subtle tweaks were added, with sapphire replacing the plastic crystal, while the strap is now made from rubber instead of plastic. However, the most telling addition is the trailblazer story coming full circle as TAG Heuer merges its logo with a collaborative partner for the first time ever. The reworked Kith Heuer crest proudly sits on the dial accompanied by Kith’s motto “Just Us,” as tribute to Fieg’s familial inner circle.

Seven of the ten pieces released are exclusive to Kith, each paying tribute to a boutique in the Fieg’s global network. Outfitted in a range of technicolour, the fun and nostalgia-inducing pieces scream neo-vintage with its use of materials. The New York, Tokyo, Toronto, Miami, and Hawaii pieces feature original arnite cases and bezels and are limited to 250 pieces each, while the 350-piece Paris and Los Angeles versions feature the arnite bezel paired with stainless steel case and bracelet.

A pair of TAG Heuer exclusives, limited to 825 pieces each, are clad in vibrant blue or green, matched with a black dial and black PVD steel case.

The headlining piece is the joint-exclusive classic black-bezel edition with red accents limited to 1350 pieces. However, the most desirable release from the TAG HEUER FORMULA 1 | Kith collection is the collectable box edition containing all 10 watches, available to 75 lucky owners worldwide.