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Nothing quite motivates our desire like nostalgia so absolute buzz surrounding the revival of an 80s icon, the TAG Heuer Formula 1 shouldn’t be a surprise to anyone. How the Swiss watchmaker went about it, mind, was definitely unexpected but couldn’t have been more perfectly executed…
TAG Heuer’s Formula 1 watch collection is back, nearly 40 years after its original 1986 debut. This time, the iconic timepiece arrives with a fresh, modern twist thanks to a collaboration with streetwear fashion label KITH that fuses vintage design with contemporary materials. The collection, comprising 10 limited-edition watches, reflects TAG Heuer’s rich heritage while adding KITH’s creative flair.
For Ronnie Fieg, KITH’s founder, the collaboration is particularly special. “The F1 watch is probably the most important watch of my lifetime,” said Fieg in an interview ahead of the launch. His first watch was a 28-millimetre stainless steel Formula 1 model, which his mother gifted him on his 12th birthday. This watch sparked his lifelong passion for collecting, with his prized collection including rare Formula 1 models from the late ’80s and early ’90s that he found in Japan. This nostalgia is evident in the new collection, where colourful accents and quartz movements pay homage to the era.
The centrepiece of the collection is the TAG Heuer Formula 1 KITH Ref. WA121F.BA0023, which sports an eggshell dial, red and black accents, and stainless steel bracelet. This model, the largest production run, features the engraved “Kith & Kin” script at 12 o’clock, alongside distinctive “KITH HEUER” branding and their motto, “Just Us,” on the face.
Three stainless steel models complete the classic lineup, one with a green bezel nodding to the Paris store, and a blue one honouring Los Angeles. The remaining seven models combine Arnite plastic and rubber for a playful twist. These include a sand-coloured watch with a pink dial representing Miami, an all-black version for New York, bright red for Tokyo, yellow and black for Toronto, and a colourful throwback design for Hawaii. Two exclusive models for TAG Heuer feature black PVD steel cases with striking blue and green accents.
The five watches exclusive to KITH stores embrace a variety of cities around the world. The black and gradient-bezel model nods to New York, the vibrant red to Tokyo, while a creamy white model represents Miami. Toronto’s model brings a striking yellow and black combination, and Hawaii’s multicolour design is lovingly eccentric.
Though faithful to the original 1986 mould, these watches have updated features like sapphire crystals, robust rubber straps, and quartz movements. Each model has a 35-millimetre case, the collaborative “KITH HEUER” logo, and Super-LumiNova treatment for enhanced readability, plus water resistance up to 200 metres.
This highly anticipated collection launched early in Miami to coincide with the F1 Grand Prix, with a global release following shortly after. Each piece is priced at around $2,300 AUD, and a special collector’s box set, limited to just 75 units, will be available for about $27,500 AUD. Buyers receive a custom book detailing the collection’s story and TAG Heuer’s Formula 1 history.
Fieg himself embodies the nostalgic spirit that drives this collection, blending his childhood memories with contemporary craftsmanship. The KITH Heuer logo captures the collaborative nature of this project, merging TAG Heuer’s legacy with KITH’s distinctive aesthetic.
TAG Heuer’s return to the Formula 1 series with KITH celebrates the timeless joy of collecting, inviting both seasoned enthusiasts and newcomers to rediscover the magic of this beloved classic. Whether driven by nostalgia or a newfound passion, each model offers a unique story and design that will resonate with collectors and fans alike.
