TAG Heuer’s Iconic 80s Formula 1 Watch Is Reborn

Concessions to modernity include sapphire crystal instead of plastic for the dial covering on these new models, and high-grade rubber straps instead of the plastic of old. The range includes five versions with stainless steel cases (two of which have black PVD coatings to match their bezels), and five featuring cases in the original Arnite, in fun colorways designed in partnership with New York-based Kith.

Ronnie Fieg, Kith’s founder and an influential figure in today’s streetwear and sneaker world, is also a passionate collector of vintage TAG Heuer Formula 1s. The all-plastic versions, plus two steel versions with bright blue and green bezels respectively, are exclusive to Kith—find them in New York, Miami, Los Angeles, Toronto, Hawaii, Tokyo and Paris, or on its website.

But expect to move fast, because if the MoonSwatch is any precedent, the scalpers will move faster—notwithstanding the fact that at $1,350, the new Formula 1s are five times the price of a MoonSwatch.

But they are rare: there are only 250 examples each of the Kith exclusive all-Arnite models, and 350 of the two steel Kith exclusives. The two models with black-coated steel cases, also with green or blue bezels and straps, are exclusive to TAG Heuer stores (and will not be online), and limited to 825 pieces each.

Finally, the version with a stainless steel case and bracelet, and black bezel, is shared between both brands, and limited to 1,350 pieces. All models feature quartz movements and 200-meter water resistance, just as the originals did. There is also, according to TAG Heuer’s press release, a boxed set featuring all ten watches, though the brand has yet to confirm how and where it is available.

As well as featuring Kith’s “Just Us” slogan on the dial, the watches are also co-branded, with “Kith” replacing “TAG” in the watchmaker’s logo—the first time TAG Heuer has ever co-branded a watch, and reflective of the company’s keenness to speak to the Gen Z consumers that are meat and drink to brands like Kith.

Indeed, modern TAG Heuer, owned by LVMH, the luxury conglomerate, since 1999, has been going through its own series of rebirths in recent years. These have included the development of its high-end Connected smartwatch; the introduction of lab-grown diamonds for high-end models; attempts (ongoing, but as yet unsuccessful) to revolutionize hairspring production with nano-technology; a recent reintroduction of its long-dormant eyewear business; the introduction, with Citizen’s help, of solar-powered models; and multiple changes in both management, product and pricing strategy.