For a certain generation (OK, it might be a micro-generation) of watch collector, the TAG Heuer Formula 1 looms impossibly large. The colorful quartz watches, made from a combination of steel and fiberglass, debuted in 1986 at a time of great upheaval in the Swiss watch industry. This the first watch produced under the TAG Heuer banner, and a meeting of Heuer’s racing heritage and their new partner’s focus on emerging technologies in watchmaking. The watches were a sensation, and an affordable entrypoint for many into a rabbit hole that, as we all know, goes very deep indeed. Original F1 watches have become incredibly collectible over the years, and a new collaboration brings back the spirit of those watches in a way that should be incredibly satisfying to enthusiasts who grew up on the F1. 

Launching today, the TAG Heuer Formula 1 x Kith brings back the iconic Formula 1 design language in a series of limited edition releases. Ronnie Fieg, Kith’s founder, is a noted fan of the Formula 1 and a longtime collector, and the bold color and strong design codes of the original F1 overlap with much of what Kith is working to accomplish throughout their apparel and sneaker collections. 

As with any update of a much loved watch from the past, it’s interesting to note what has been changed, and what has been kept the same. For the 2024 edition of the Formula 1, materials have been upgraded throughout (the new watches get a sapphire crystal rather than plastic, and the straps, also plastic in the 1980s, are now rubber). But Kith and TAG Heuer have gone to great lengths to maintain design codes that are essential to the Formula 1’s identity. According to TAG, the original case suppliers were called in to make the 2024 versions of the F1, and the same molds were used as well. 

The collection is made up of a total of 10 watches in 35mm stainless steel cases, some with matching steel bracelets, and the others with rubber straps. Seven of the watches will only be sold via Kith, and are associated with specific Kith stores across the globe. These references feature the boldest color combinations, and include a version with a yellow case, green bezel, and blue dial, as well as an all black variant with a multi-color bezel. 

Two of the watches will be sold exclusively through TAG Heuer retailers: both featuring black PVD cases and colorful bezels in solid green or blue, with matching straps and black pinstripe dials. There will also be a model shared between Kith and TAG in the classic black bezel with red accent colorway. This model has an eggshell colored dial meant to look like an original F1 from 1986 that has patinated slowly over time. 

All of the watches are limited editions, with the Kith retailed watches being the scarcest at 250 each for models on straps, and 350 pieces each for the two that are paired with a steel bracelet. The TAG exclusives are limited to 825 pieces each, and the shared release is limited to 1,350 pieces. And, collectors rejoice, there is a box set featuring all ten limited editions watches presented together. 

These limited editions are a great deal of fun, and pay genuine respect to a collection that still means a lot to many. TAG Heuer has found a true collaborator in Kith, which is evident in both the restraint of the design and the extremely subtle way Kith’s branding has worked its way into these watches. You’ll find “Kith & Kin” engraved into the cases of the Kith retailed watches, and if you look closely at the logo at 12:00 you’ll notice that “TAG” has been replaced with “KITH,” the first time TAG Heuer has allowed this type of edit to their logo. “Just Us,” Kith’s motto, is also printed on the dial. 

The retail price of each individual watch is set at $1,500. If you spring for the box set, you’re looking at $18,000. TAG Heuer