The original TAG Heuer Formula 1 watch collection, launched in the 1980s, was a commercial success. With over 20 colour variants and an accessible price range of $130 to $390, it became a popular choice as a starter watch or a stylish gift. The collection featured rugged plastic or stainless steel cases and rubber straps. This made it a durable option for younger wearers. The mini 28mm size was perfect for a young person’s wrist, and the vibrant, pop-coloured designs resonated with many. This led to the sale of three million units in just ten years. TAG Heuer and Kith are here.
Nostalgia Meets Modernity: Ronnie Fieg and Kith
Ronnie Fieg, the founder of Kith, a streetwear brand known for its nostalgia-driven designs, has a knack for transforming beloved products from the past into modern status symbols. His latest project involves revamping the TAG Heuer Formula 1 for contemporary collectors and his dedicated fanbase. Fieg has succeeded in modernising sneakers, streetwear, and even cereal. His collaboration with TAG Heuer will be another hit.
“This is as important to me as any luxury watch because of what it means to the market, what it means to the wide spectrum of watch lovers, and who it can cater to at its price point,” Fieg stated, highlighting the significance of the Kith Formula 1 collection.
The Kith Formula 1 Collection
The revamped Kith Formula 1 collection will feature ten new colourways, each paying homage to the original designs. The modern version will have an adult-size 35mm case, updated from the original 28mm size. This caters to contemporary tastes. The watches will also include pinstriped and clean dials stamped with Kith’s slogan “Just Us.” They retain the signature daisy-shaped bezel and vibrant hues of the original.
However, the price has also seen a substantial increase, with the new models priced at $1,550. “It’s up to par with what TAG is making today,” Fieg explained, justifying the higher price point in line with current TAG Heuer offerings.
A Brief History of TAG Heuer
TAG Heuer has a rich history dating back to its founding in 1860 by Edouard Heuer in St-Imier, Switzerland. Originally known simply as Heuer, the company quickly gained a reputation for its innovative approach to watchmaking. In 1887, Heuer patented the oscillating pinion, a component still used by major watchmakers in chronographs today. This invention solidified the brand’s reputation for precision timekeeping.
Throughout the 20th century, TAG Heuer continued to innovate, particularly in the realm of motorsport. In the 1960s, the brand introduced the Carrera, a chronograph named after the dangerous Carrera Panamericana auto race. The Monaco, another iconic model, was introduced in 1969 and became famous as the watch worn by Steve McQueen in the film Le Mans. These models underscored TAG Heuer’s connection to high-performance racing and precision timing.
In 1985, TAG Heuer was formed following the acquisition of Heuer by Techniques d’Avant Garde (TAG). This merger brought a new era of innovation and branding, leading to the development of new models and technologies. This has continued to enhance the brand’s prestigious image. TAG Heuer’s commitment to precision, performance, and avant-garde design remains at the forefront of its ethos today.
Conclusion
The collaboration between TAG Heuer and Kith represents a perfect blend of nostalgia and modernity. It is designed to appeal to both seasoned collectors and new enthusiasts. The Kith Formula 1 collection stands as a testament to the enduring appeal of the original design, updated to meet the demands and tastes of today’s market.