The TAG Heuer Formula 1 × Kith: A nostalgic attempt with a modern twist

In an "unexpected" blend of nostalgia and modernity, TAG Heuer has teamed up with the fashion brand Kith to relaunch the iconic TAG Heuer Formula 1 series. This collaboration, known as the TAG Heuer Formula 1 × Kith, aims to reinvigorate the classic designs from the original 1986 model with some subtle updates and limited editions that cater to avid collectors and new enthusiasts. Many of you will quickly think of this collaboration similarities to those of Swatch with Omega and Blancpain.

This new series introduces ten distinctive models, each available as a limited edition, making them highly coveted pieces. The watches retain the original 35mm sizing, which speaks volumes about TAG Heuer's dedication to preserving the essence of the initial release. Yet, they now feature upgrades like PVD-coated stainless steel cases and sapphire crystals, enhancing durability and wearability. This series also introduces a modern touch with the inclusion of rubber straps and a five-link stainless steel bracelet, which replaces the original, and sometimes uncomfortable plastic straps.

Notably, the collection includes exclusive Kith-only models and TAG Heuer-only models, each designed to reflect the aesthetic and ethos of the respective brands. Kith's influence is evident in the color choices and special branding, such as the "Kith & Kin" slogan engraved on some models, and the "Just Us" script on others, symbolising the close-knit community around Ronnie Fieg, Kith's founder.

The models named after cities where Kith has boutiques—such as "Tokyo," "New York," and "Miami"—may be more demanded as they offer a geographical narrative to the collection. Furthermore, two standout steel models on bracelets named "Los Angeles" and "Paris" highlight the global reach of the collaboration.

In terms of functionality, each model features a 60-minute unidirectional turning bezel, water resistance up to 200 meters, and a quartz movement. With this configuration the watch are not only stylish but also practical for everyday use.

Pricing & Availability

Each watch is priced at $1,500 USD, with a special edition collector’s box set, limited to 75 examples, available via a draw for $18,000 USD. The entire collection is set to see an early release today May 3rd, in Miami and will be available for purchase at KITH and TAG Heuer’s stores in the same city.

As for the global release, it’s set to take place on Monday May 6th, with watches to be available for purchase through select KITH and TAG retailers, along with KITH’s global site and mobile app via a drawing which is already live and accessible if you are curious. Each watch comes with a custom book, telling the story of the brand’s history and a complete look at the entire 10-watches collection.

The collection aims to prove that some things only get better with time, especially when two leading brands in their respective fields come together to redefine and revive the classics. Time will tell how this will play out and if this will become a brilliant example of redefined classic design meeting contemporary needs and tastes.