Somewhere in Bienne, weโd wager that Swatch executives are shivering in their little alpine booties right about now.
Hellbent on wrestling the crown of affordable luxury, TAG Heuer has just unveiled (or is that re-unveiled?) its cult classic Formula 1 โ the composite quartz watch that started many an elder millennial off on their horological journey.
For this historic revival, the brand has tapped another โculture-definingโ name (albeit in the fashion space) in the guise of Kith. The alignment with the globally renowned New York streetwear label is, in fact, an authentic one, since founder Ronnie Fieg is a diehard Formula 1 collector and has been going all the way back to the 90s.
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โThe Formula 1 Series 1 in red and black was my very first watch,โ said Fieg. โ[Itโs] the timepiece that helped me express the unique style thatโs now manifested itself in Kith.โ
Not for nothing, in this limited edition, the depth of the connection to Fiegโs brand is undeniably impressive. In total, seven of the 10 versions will be available exclusively in Kith flagships worldwide โ including a notable 250-piece run inspired by the rare 80s reference made in partnership with Japanese F1 driver Ukyo Katayama.
However, as with so much else in the TAG universe, the new Formula 1 limited editions are not straight 1-to-1 remakes. Each version keeps โthe original spiritโ of its 1986 predecessor, though there are a range of stealthy little tweaks that have been applied in order to boost wear and reliability.
Modern-day sapphire crystal and rubber straps have been utilised in order to improve upon the wearer experience associated with the original Formula 1. Fortunately, the watchโs wrist presence promises to align with historical expectations: thanks to 35mm Arniteยฎ cases, sourced from TAGโs 80s-era supplier.
Individually, these Kith-fied TAG Heuer Formula 1 watches are priced at CHF$1,500 (AU$2,500), though completionists can buy all 10 in a โhighly collectibleโ boxset that will set you back CHF$18,000 (AU$30,000).
