TAG Heuer and Kith Unite for a “Timeless Renaissance”

TAG Heuer Formula 1 | Kith

TAG Heuer Formula 1 | Kith

The amalgamation of TAG Heuer and Kith for the resurgence of the Formula 1 Series 1 collection (1986) has sparked considerable interest, fostering discussions aplenty. For those uninitiated, these vibrantly hued quartz timepieces, echoing the past series, evoke nostalgic sentiments particularly among individuals reared in the 1980s and 1990s. Serving as a milestone in many people’s horological journey, this collection holds historical significance under the prestigious Swiss banner.

Formula 1, ingrained in TAG Heuer’s legacy, predates its TAG era (commencing with the 1986 collection’s inception). The narrative behind this reintroduction garners attention from aficionados, coupled with inquiries concerning the USD 1593 price tag (CHF1,500) and its subsequent increments. However, commencing with the price point may not be judicious; delving into the essence of the timepiece(s) proves a more fruitful approach.

TAG Heuer Formula 1 | Kith

TAG Heuer Formula 1 | Kith

Setting aside monetary considerations, one might question the allure, particularly given its quartz nature, reminiscent of its predecessor. Nonetheless, the Formula 1 Kith edition holds allure for collectors, featuring a collaborative Kith Heuer emblem on the dial—a departure from TAG Heuer’s conventional insignia placement. This deviation alone justifies the premium, in our estimation. Moreover, the assortment of 10 limited edition Formula 1 Kith variants warrants consideration.

TAG Heuer Formula 1 | Kith

TAG Heuer Formula 1 | Kith

Nostalgic reveries of the 1986 iterations may resonate with enthusiasts, possibly mitigating reservations regarding the altered logo. Perhaps, TAG Heuer will integrate such collaborations into its future endeavors. A visual inspection suffices for most aspects, although the contemporary TAG Heuer team meticulously resurrected the original casing, maintaining the 35mm profile. Noteworthy enhancements include rubber straps and a steel bracelet, replacing the erstwhile plastic straps; similarly, the crystal transitioned to sapphire from its plastic precursor. Notably, the bezel retains its signature arnite, evoking a distinctive tactile experience.

TAG Heuer Formula 1 | Kith

TAG Heuer Formula 1 | Kith

Despite these elucidations, one cannot help but ponder the rationale behind this limited edition series. TAG Heuer CEO Julien Tornare offers insight:

“The resurrection of the original TAG Heuer Formula 1 timepiece has long been clamored for by the collector community. Among these enthusiasts was Kith founder Ronnie Fieg, for whom this served as a maiden timepiece, as it did for countless others. This holds profound significance in TAG Heuer’s chronicles, heralding the introduction of the TAG Heuer moniker to a generation of collectors, symbolizing our commitment to crafting premier timepieces intersecting culture and motorsports.”

TAG Heuer Formula 1 | Kith

TAG Heuer Formula 1 | Kith

Fieg’s inaugural timepiece was the red and black variant, corroborating his instrumental role in advocating for this revival, hence Kith’s conspicuous involvement. Furthermore, it serves as a conduit to acquaint a generation familiar with Kith but unaware of the 1986 model. Accordingly, Kith contributed to the design nuances across the collection, particularly evident in the seven models exclusive to Kith outlets, each bearing the namesake of and drawing inspiration from said establishments, limited to 250 pieces each. Meanwhile, the green and blue iterations remain exclusive to TAG Heuer (limited to 825 pieces collectively), whereas the black variant with red accents is available across both TAG Heuer and Kith establishments, constituting the most abundant offering (1,350 pieces).

The significance of this Formula 1 Kith collaboration hinges largely on its commercial success, akin to a renowned collaboration within a competitor’s horological consortium. Moreover, it could serve as a platform for LVMH to experiment with the Heuer appellation, signaling audacious prospects. Contemplate the myriad possibilities…