TAG Heuer Formula 1 Kith watches: everything you need to know about the 90s revival

Ever since the immensely successful MoonSwatch collaboration between Omega and Swatch, eyes have been firmly on TAG Heuer with the hope that the brand will bring back the legendary plastic Formula 1 watches from the 80s and 90s. Well, today marks that occasion, with the introduction of the limited edition TAG Heuer Formula 1 | Kith collection.

If you haven’t heard of Kith before, it’s a lifestyle brand renowned for its fusion of streetwear and high-end fashion. It was established in New York City in 2011 by Ronnie Fieg, but has since expanded all over the world (which will become important later).

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TAG Heuer has teamed up with Kith to launch this new collaboration – the reintroduction of the TAG Heuer Formula 1 Series 1 originally released in 1986.

The new collection of timepieces features the beloved TAG Heuer Formula 1 in 10 bold colourways inspired by standout models from TAG Heuer’s past.

TAG Heuer Formula 1: A Brief History

When the original Formula 1 collection was released in 1986, it was the first watch to bear the TAG Heuer name (previously just being ‘Heuer’). They stood out for using an innovative case construction – a mixture of a stainless steel inner case coated with fibreglass.

The initial Formula 1 watches were limited to two sizes, 28mm and 34mm, and featured brightly coloured cases with matching plastic straps that you could cut to size.

Available in black, white, red, blue, pink, green and yellow, the design was unlike any other contemporary Heuer or TAG Heuer watch, with the only familiar design traits being the Mercedes-style hands already used on many of the brand’s traditional dive watches.

TAG Heuer Formula 1 refreshed for 2024

The new TAG Heuer Formula 1 | Kith collection maintains what makes the original beloved while bringing it into 2024 and updating it with upgraded materials.

First, though, TAG Heuer thought it was critical for these new models to keep the original spirit of the watch, so tracked down the original supplier of the case, along with the very same mould that was used for the pieces made in 1986.

I think that’s very cool attention to detail, and means the identity of the watch is linked to the pieces collectors fell in love with decades ago.

As previously mentioned, the new models utilise modern materials to make the TAG Heuer Formula 1 | Kith collection more durable and wearable than the originals.

For example, while the original watch featured a plastic crystal, this updated model features sapphire, and the strap also gets an upgrade from plastic to rubber.

Hopefully the plastic bezel is tougher too, as the original’s was as soft as Swiss cheese.

For the first time ever in TAG Heuer’s long history, the luxury Swiss watchmaker is merging its logo with a collaborative partner. TAG Heuer Formula 1 | Kith features a reworked version of the insignia that combines Kith and Heuer on the dial, rubber strap, and caseback. The dial also includes Kith’s motto “Just Us”.

This co-branding will no doubt annoy some TAG Heuer purists, but I imagine it will be incredibly popular among Kith’s regular clientele.

Aside from the branding, other dial details remain faithful to the original. These features include the original form hour hand, a triangle with a dot inside at 12 o’clock, indices that alternate every quarter between shields and dots, and a contrasting minuterie that packs a lot of delightful character into the dial.

In terms of dimensions, we have a 35mm case which is 9.45mm thick with a lug-to-lug measurement of 40mm.

TAG Heuer Formula 1 | Kith collection in detail

Okay, so now onto the actual watches. There are 10 new models in total, in stainless steel bracelet edition or rubber bracelet edition.

Seven of those watches are exclusive to Kith and each pays tribute to a store in its global network, while TAG Heuer boasts two exclusives, limited to 825 pieces each. The final edition is the shared model between TAG Heuer and Kith and is limited to 1350 pieces.

You can find out about each model in depth below:

TAG Heuer Formula 1 | Kith Eggshell dial

This model, available from both TAG Heuer and Kith, features a 35mm steel case with a black arnite unidirectional bezel with red and white markings. The classic eggshell dial features a green and red Kith Heuer logo, a red 60-second/minute scale, with black hour markers and shield indexes printed with eggshell Super-LumiNova. It’s finished on a steel 5-row bracelet, with a fine brushed steel folding clasp.

Price: £1600
Limited to: 1350 pieces

TAG Heuer Formula 1 | Kith New York

The New York model features a 35mm black arnite case with “FORMULA 1” moulded at 6 o’clock. It’s topped by a black arnite unidirectional bezel with multi-coloured markings. The black pinstriped dial features a blacked-out Kith Heuer logo, a multi-coloured 60-second/minute scale, with black hour markers. It’s finished on a black rubber strap with Kith Heuer branding.