TAG Heuer and Kith: a collaboration that brings an icon back to life

Watchmaking

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An emblematic timepiece of the 1980s and a collector’s favorite, the Tag Heuer Formula 1 is reimagined in a new light thanks to the collaboration between the Swiss watchmaker and Kith.

These watches have long entered the annals of watchmaking art. Obsessed with collectors around the world, the TAG Heuer Formula 1 watch has created a sensation since its release some thirty-eight years ago in 1986. The first watch to bear the brand’s name, a revolution in Swiss industry that is taking place. quartz, but also a design of assertive irreverence, Formula 1 marks a turning point in Swiss watchmaking that is well understood by enthusiasts. Among his longtime fans, Ronnie Fieg, founder of lifestyle brand Kith, is now reinventing this phoenix of watchmaking with decidedly revolutionary DNA.

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Back to the 80s

The 1980s were a dark period in the history of Swiss watchmaking. Mechanical watches are losing their positions; they are increasingly being replaced by quartz watches, which came from Japan and are quickly conquering the heart of the market. A panic that some ancient watch companies decided to take advantage of. TAG Heuer is one of these hotheads.

In 1986, the house created by Edouard Heuer in 1860 was reborn under the name we know today, having been acquired by racing car components specialist TAG (Techniques d’Avant Garde). For the first time, the TAG Heuer name appears on the dial. This revival took place with great fanfare, accompanied by the launch that same year of a model that would go down in history: the Formula 1.

This striking product immediately becomes the subject of everyone’s attention. The union of watchmaking and motorsport is sacred. “ What made Formula 1 so special was, above all, its use of color. When you imagine someone buying a watch in the 80s, there was a sea of ​​grey, black, white and silver waiting for them. And suddenly a rainbow of colors appears, an object that allows the younger generation to express themselves and become part of the cultural movement that was then present in art, fashion, cinema and music. At a time when nostalgia is everywhere, I can already tell that this new collection will be in high demand. » admits Nicholas Bibak, director of brand heritage.

Over the years, this watch has become a true cultural icon. The classic version has sold nearly 3 million pieces and is only growing in popularity thanks to collaborations that unite TAG Heuer with some of Formula 1’s greatest drivers. Irreverent Formula 1 is dusting off the industry with Kärcher, attracting new customers. Indeed, if fans understand the historical importance of this item in the history of watchmaking, it has brought many newcomers into the world of this Swiss industry, including the American Ronnie Fieg, founder of the clothing brand Kith.

Reinventing the TAG Heuer icon

In 2024, TAG Heuer commissions Kith to redesign this great classic. “ Two years ago we began collaborating with designer Ronnie Fieg, who was a long-time Formula 1 fan. It was his first watch, a red and black model, that made him a collector. what he became. It was obvious that his love for modeling would lead to a great collaboration.”

TAG Heuer and Kith join forces to reinvent this legend of the past that is still relevant today, finding the perfect balance between 80s nostalgia and modern design. The original Formula 1 codes are recorded and the 35mm dial retains its original appearance. “We went in search of the original form from the first manufacturer in Switzerland”, – explains Nicholas Bibak. The hands have retained their shape: the watch is decorated with a circle with three triangles.

But Ronnie Fieg also takes liberties. Say goodbye to the plastic bracelet and give way to a rubber or stainless steel model. The dial crystal changes from plastic to sapphire, combining yesterday’s aesthetics with today’s codes. As for the logo, it has also been redesigned. At 12 o’clock it says “Kith Heuer” and at 6 o’clock it says Ronnie Field’s family mantra “ Only we ” (understand “just us”), gives the model an even more exclusive character.

10 watches for collection

The return of Formula 1 is taking place with great fanfare. There are a total of ten new models in vibrant racing red; black and yellow; green, yellow and red – a nod to the 1980s limited edition created in collaboration with Japanese Formula 1 driver Ukyo Katayama – cream; and matte black. These five models are limited to 250 pieces and are complemented by two watches with a steel bracelet and a blue or green bezel.

Added to these seven examples is a de resistance model, a direct reference to the iconic 1986 model. Steel bracelet, black bezel, racing red contrasting design elements and eggshell dial. This model will be sold by Kith and TAG Heuer. The last two models have a black dial and bright colors. The highly anticipated revival was showcased in Miami during the Formula 1 Grand Prix this Friday, May 3rd, and is available now.

TAG Heuer x Kith Formula 1 watch, CHF 1,500 (just over €1,500), also available in a box containing all ten pieces and limited to 75 pieces, CHF 18,000 (€18,400). More information here.

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