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Where can you buy the Tag Heuer x Kith Formula 1 Limited Edition watch? (Plus prices and quantities)

The full story of the Tag Heuer and Kith collaboration appears in the Sunday edition of About Time, Esquire’s free weekly watch newsletter. You can register for this.

In what may be the least best-kept secret in watches this year, Tag Heuer has announced that it is bringing back its original Formula 1 watch.

The colorful, entry-level model made of plastic quartz was produced in the ‘Series 1’ version with time and date from 1986 to 1990.

A relaunched model will be released next week in very limited numbers, in collaboration with American lifestyle brand Kith.

Fans have long called for the return of the original Formula 1, and its possible return has been much discussed, not least in this Esquire article.

The 2024 collaboration – officially Tag Heuer Formula 1 | called Kith – is available in ten different versions. Each copy costs £1,350/$1,550.

tag heuer

TAG Heuer

Tag Heuer Formula 1 | Kith ‘Hawaii’

The ten watches are:

An eggshell dial with a stripe pattern in a steel case with a black, red and white bezel on a steel bracelet, shared between Tag Heuer and Kith stores and limited to 1,350 pieces.

A black dial with a stripe pattern in a black PVD case, with a blue bezel with white markings on a blue rubber strap, available in Tag Heuer stores and limited to 825 pieces.

A black dial with stripe pattern in a black PVD case with a green bezel with white markings on a green rubber strap, available in Tag Heuer stores and limited to 825 pieces.

A black dial with stripe pattern in a black arnite case with a black arnite bezel on a black rubber strap, exclusive to Kith and limited to 250 pieces.

A white dial with stripe pattern in a red arnite case with a red border on a red rubber strap, exclusive to Kith and limited to 250 pieces.

A yellow dial with stripe pattern in a black arnite case with a black bezel on a yellow rubber strap, exclusive to Kith and limited to 250 pieces.

A pink dial with stripe pattern in a beige arnite case with a beige edge, exclusive to Kith and limited to 250 pieces.

A blue dial with stripe pattern in a yellow arnite case with a green border, exclusive to Kith and limited to 250 pieces.

An eggshell dial in a steel case with a green bezel on a steel bracelet, exclusive to Kith stores, and limited to 350 pieces.

And a white dial in a steel case with a blue bezel on a steel bracelet, exclusive to Kith stores, and limited to 350 pieces.

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TAG Heuer

Tag Heuer Formula 1 | Kith ‘Miami’

All watches measure 35 mm and, like the originals, are water resistant to 200 meters.

The collaboration was initiated by Kith founder Ronnie Fieg, a collector of the original version of Formula 1 – part of a growing fan base of enthusiasts fueled by nostalgia for watches from the 80s and 90s. Like Fieg, Formula 1 was for many their first watch.

tag heuer

TAG Heuer

Tag Heuer Formula 1 | Kith ‘Tokyo’

Formula 1 also occupies a key position in Tag Heuer’s history.

It was the first model to feature the names of the two recently united companies – watchmaker Heuer and Techniques d’Avant Garde, a private holding company that acquired a majority stake in the former in 1995 – on the dial.

Together with Swatch, Formula 1’s colorful appeal, collectible colors and affordable quartz movement helped re-establish Swiss timepieces as a force to be reckoned with, at a time when the industry was being decimated by cheap digital watches from the East.

tag heuer

TAG Heuer

Tag Heuer Formula 1 | Kith ‘Toronto’

Founder Jack Heuer had deep ties to motorsports.

A combination of bravado and good timing ensured that the watch line was eventually named the incorrigible IP address of ‘Formula 1’. Today, both motorsport and the Formula 1 line, which is now available in a variety of higher-end materials, form the backbone of the company.

The original Formula 1 was a huge success, selling three million watches in its first ten years.

tag heuer

TAG Heuer

Tag Heuer Formula 1 | Kith ‘Green’

Tag Heuer has tracked down the original supplier of the case and original mold to recreate these watches, although they have also made some concessions to the 21st Century, including a crystal upgraded from plastic to sapphire, and straps made of plastic, not rubber.

Kith has added its own design details, including the ‘Just Us Limited Edition’ branding above the 6 o’clock position.

The Tag Heuer logo has also been replaced with ‘Kith Heuer’ on the dial and strap – the first time the watchmaker has allowed its company ID to be customized in this way.

The watch follows the huge success of the MoonSwatch – a plastic version of Omega’s admired Speedmaster model, produced in collaboration with Swatch, finished in plastic and sold for less than £300.

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TAG Heuer

Tag Heuer Formula 1 | Kith ‘New York’

Tag Heuer emphasizes that this is a different proposal. The Formula 1 is an original hit watch and fan favorite, bought back from the archives. Unlike the MoonSwatch, it is actually more expensive than the original.

“Formula 1 was the first watch I ever owned,” says Ronnie Fieg Esquire. “My mother used to work at Tourneau (the American luxury watch retailer) and she bought it for me for my 13th birthday. I remember she reached her sales goal that month at work and was so excited that she could finally buy me a watch. It was a 28mm and I fell in love with it. As I got older and started earning my own money, I started collecting (the) 35mm (line), and that’s how I started my journey to becoming a watch collector.”

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TAG Heuer

Tag Heuer Formula 1 | Kith ‘shared’

“There are many collabs in the luxury market at the moment. Many would say too much,” says Nicholas Biebuyck, heritage director at Tag Heuer. “Many, many people come to us and say: ‘We want to do something with Tag’. We are very, very selective. But when you have a story as compelling as the one Ronnie presented, it felt like a very serendipitous moment. The fact that we were bought together at this great moment, when nostalgia was running high, and we had a great product that made perfect sense to bring back.

“We initially found the supplier who made the case, and they had the original mold, so biometrically it is exactly the same as the original watch. At the same time, we have upgraded the materials: steel cases with DLC sapphire crystal coating, real rubber instead of plastic for the straps – when you hold the two (vessions) side by side, they feel significantly different.”

All watches will be pre-launched at Kith and Tag Heuer stores in Miami on May 3, in conjunction with this weekend’s Miami Grand Prix.

The global launch will follow on May 6.

You can read the full story behind the collaboration next Sunday.

tagheur.com