TAG Heuer revisits F1 watches in collaboration with KITH

«The F1 is probably the most important watch of my life,» stated Ronnie Fieg, founder of KITH, in a recent interview, just two weeks before the official announcement of his collaboration with TAG Heuer. The entrepreneur explained that the watch line holds significant sentimental value for him: he was only 12 years old when his mother gifted him one for his birthday. It's been 38 years since that special release in 1986, and TAG Heuer has chosen to relaunch the F1 watches by partnering with KITH: a collection consisting of 10 limited edition watches characterized by unique design inspirations. Not only was the F1 Fieg's first watch, it was also the model that sparked his passion for watch collecting. Fieg owns an extensive collection of F1 watches dating back to the late 1980s and early 1990s. These are the models that inspired the new collection for TAG Heuer: from vibrant colors (which adorn the bezel and dial) to quartz movements. The collection features three stainless steel models, one limited to 1350 pieces and the other two limited to 350.

The one with the green bezel is one of the stainless steel models: it's inspired by the grass-covered wall that adorns the KITH store in Paris. Meanwhile, the blue colorway takes inspiration from KITH's Los Angeles store. Among the rubber watches, the sand-colored model with a pink dial is inspired by Miami, the total black model is a nod to New York, while the red one is dedicated to Tokyo. Despite using the same suppliers from the 1980s to create this collection, all watches feature updated materials: for example, the plastic on the straps has been replaced with rubber. All watches feature the special KITH HEUER logo, quartz movements, 35mm diameter cases, water resistance up to 200 meters, and Super-LumiNova treatment for enhanced readability. Each watch comes with a retail price of $1500 with a special edition collection box set in a limited run of 75 pieces - available via draw $18000.

The entire collection launches on May 3 in Miami coinciding with the F1 Grand Prix and will be available for purchase at KITH and TAG Heuer stores. The global launch is scheduled for May 6: the watches will be available for purchase at select KITH and TAG Heuer retailers, on the KITH website, and via the KITH app through a raffle. Each purchase includes a personalized book that tells the brand's story and offers a comprehensive insight into the collection.