Swiss watchmaker TAG Heuer has joined forces with lifestyle brand Kith to reimagine the iconic Formula 1 watch with enhanced materials. Since its original launch in 1986, TAG Heuer’s first Formula 1 collection has been a trailblazer. Its striking colors and bold design have garnered immense success among enthusiasts, including Ronnie Fieg, the founder of Kith.

As leaders in their respective industries, both brands have made significant cultural impacts. TAG Heuer is renowned for its incredibly precise timekeeping instruments, used in prestigious motorsport events and by some of history’s greatest drivers. On the other hand, Kith, known for its innovative approach, has become a powerhouse in the fashion industry. Today, they present an ultra-contemporary collaboration, revitalizing the Tag Heuer Formula 1 Series 1 collection, originally introduced in 1986.

The new collection offers the famous TAG Heuer Formula 1 in 10 colorways, inspired by iconic TAG Heuer models. By partnering with Kith, the watchmaker revisits an 1980s icon, celebrated for its strong design codes and striking colors, values that serve as a constant inspiration for Fieg.

The Tag Heuer Formula 1 | Kith’s story unfolds through elegant modifications made to the classic model. The new model retains the elements that made the original watch a success, in a 2024 version, reimagined with more performance-oriented materials. 

On the Kith side, Fieg contributed to numerous details to make the watch a true trendsetter. Limited to 1,350 pieces, this watch comes with a steel bracelet and an eggshell dial reminiscent of the weathered versions of the 1986 model. It offers a delightful blend of modern details and vintage aesthetics.

Presented at the F1 Grand Prix in Miami this weekend, the collaboration between TAG Heuer and Kith represents a fusion of heritage and innovation, breathing new life into a timeless classic for contemporary enthusiasts. With its limited availability and meticulous attention to detail, the Tag Heuer Formula 1 | Kith is poised to become a coveted collector’s item, bridging the worlds of horology and fashion with style and sophistication.

Discover more on www.tagheuer.com