If you were a young person in the 1980s or 1990s, you probably know that TAG Heuer Formula 1 watches were exceedingly popular and on the wishlists of many. If you’re a young (or young at heart) person today, you probably know that Kith, founded by Ronnie Fieg, is one of the most beloved streetwear brands in the current market. Kith is no stranger to collaborations; from footwear and apparel to home goods and sporting goods, the label has teamed up with an impressive list of other companies, including Adidas, Nike, Columbia, Versace, BMW, Taylormade, Coca-Cola, and others, to produce a slew of co-branded products. Now, watchmaker TAG Heuer has joined the Kith club with a collection of limited-edition Formula 1 watches made in collaboration with Ronnie Fieg and Kith. Here’s what you need to know about the TAG Heuer x Kith watches.
Brief History of the TAG Heuer Formula 1 Watch
TAG Heuer didn’t begin as TAG Heuer. The watch brand was originally called Heuer, named after Edouard Heuer who founded it in 1860 in St-Imier, Switzerland (my hometown!). It was only when the brand was purchased by Techniques d’Avant Garde in 1985 that it officially became TAG Heuer.
The Formula 1 watch was released in 1986 and was the first model to bear the then-new TAG Heuer name. The line’s vibrant colors and bold design became a smash hit, spawning multiple series, sizes, and colorways, and some, such as Ronnie Fieg, sought to collect as many variants as possible.
In a Talking Watches video with Hodinkee, Ronnie Fieg says, “The F1 watch is probably the most important watch in my lifetime” as he recounts the story of when he was 12 years old and received one (a red and black model) for his birthday. That very special gift turned into an obsession, and he eventually amassed an incredible assortment of NOS TAG Heuer Formula 1 watches.
Given Ronnie Fieg’s history with F1 watches, it’s unsurprising that TAG Heuer would want to collaborate with his brand Kith to revive the Formula 1 Series 1 watches.
TAG Heuer x Kith Watch Collection
The 2024 TAG Heuer Formula 1 watches made in collaboration with Kith are essentially revivals of the first series but made with new, upgraded materials and available in 10 bold colorways inspired by standout models from TAG Heuer’s past.
To maintain as much authenticity as possible, TAG Heuer tracked down the original supplier of the F1 watch case and used the same mold to create the 2024 versions. Some modern upgrades include replacing the original plastic crystal with a sapphire one and swapping out plastic straps for rubber ones. Another notable change is the logo on the dial: look closely and you’ll spot KITH and Heuer inside the watchmaker’s shield symbol, accompanied by Kith’s motto, “Just Us,” inscribed on the dial.
“It was an honor for me to be able to play a part in bringing TAG Heuer’s Formula 1 Series 1 back to life. The TAG Heuer Formula 1 Series 1 in red and black was my very first watch, the timepiece that helped me express the unique style that’s now manifested itself in Kith.”
Ronnie Fieg, Kith Founder.
There are ten TAG Heuer x Kith watches, some paired with steel bracelets while others are fitted with rubber straps. Seven out of the 10 are exclusive to Kith, each paying tribute to one of its global boutiques. These editions are limited to 250 examples with rubber straps and 350 examples with steel bracelets. The next two out of the 10 are exclusive to TAG Heuer, limted to 825 models each. Finally, one out of the 10 will be sold by both brands, limited to 1,350 pieces. The TAG Heuer Formula 1 Kitch watches will retail for CHF 1,500 each. There’s also a full set available housing all 10 models in a special case, limited to 75 examples, and priced at CHF 18,000.
All the Colorways
All the models feature 200-meter water-resistant cases that measure 35mm in diameter, 40mm lug-to-lug, and 9.75mm thick. They also all come equipped with unidirectional turning bezels with 60-minute scales and quartz movements that power the hours, minutes, seconds, and date functions. But their many various colorizations give them some very different looks. Let’s go over all of them.
Formula 1 Kith Black and Red
| Model | TAG Heuer Formula 1 | Kith |
| Reference | WA121F.BA0023 |
| Case | 35mm steel case with “KITH & KIN” engraved at 12 o’clock |
| Bezel | Black arnite with red and white markings |
| Dial | Eggshell dial with black and red accents |
| Bracelet/Strap | Five-row stainless steel bracelet Folding clasp with double safety push-buttons |
| Limited Edition | 1,350 examples |
| Distribution | Both TAG Heuer and Kith |
| 2024 Retail Price (MSRP) | 1,500 CHF |
Formula 1 Kith Blue
| Model | TAG Heuer Formula 1 | Kith |
| Reference | WA121J.BT0012 |
| Case | 35mm sandblasted black PVD steel case with “FORMULA 1” engraved at 6 o’clock |
| Bezel | Blue arnite with white markings |
| Dial | Black striped dial with blue and eggshell accents |
| Bracelet/Strap | Blue rubber strap Arnite pin buckle |
| Limited Edition | 825 examples |
| Distribution | Exclusive to TAG Heuer |
| 2024 Retail Price (MSRP) | 1,500 CHF |
Formula 1 Kith Green
| Model | TAG Heuer Formula 1 | Kith |
| Reference | WA121L.BT0014 |
| Case | 35mm sandblasted black PVD steel case with “FORMULA 1” engraved at 6 o’clock |
| Bezel | Green arnite with white markings |
| Dial | Black striped dial with green and eggshell accents |
| Bracelet/Strap | Green rubber strap Arnite pin buckle |
| Limited Edition | 825 examples |
| Distribution | Exclusive to TAG Heuer |
| 2024 Retail Price (MSRP) | 1,500 CHF |
Formula 1 Kith New York
| Model | TAG Heuer Formula 1 Kith New York |
| Reference | WA126A.BT0005 |
| Case | 35mm black arnite case with “FORMULA 1” molded at 6 o’clock |
| Bezel | Black arnite with multicolored markings |
| Dial | Black striped dial with multicolored accents |
| Bracelet/Strap | Black rubber strap Arnite pin buckle |
| Limited Edition | 250 examples |
| Distribution | Exclusive to Kith |
| 2024 Retail Price (MSRP) | 1,500 CHF |
Formula 1 Kith Tokyo
| Model | TAG Heuer Formula 1 Kith Tokyo |
| Reference | WA126B.BT0006 |
| Case | 35mm red arnite case with “FORMULA 1” molded at 6 o’clock |
| Bezel | Black arnite with white markings |
| Dial | White striped dial with red and black accents |
| Bracelet/Strap | Red rubber strap Arnite pin buckle |
| Limited Edition | 250 examples |
| Distribution | Exclusive to Kith |
| 2024 Retail Price (MSRP) | 1,500 CHF |
Formula 1 Kith Toronto
| Model | TAG Heuer Formula 1 Kith Toronto |
| Reference | WA126C.BT0007 |
| Case | 35mm black arnite case with “FORMULA 1” molded at 6 o’clock |
| Bezel | Black arnite with white markings |
| Dial | White striped dial with red and black accents |
| Bracelet/Strap | Yellow rubber strap Arnite pin buckle |
| Limited Edition | 250 examples |
| Distribution | Exclusive to Kith |
| 2024 Retail Price (MSRP) | 1,500 CHF |
Formula 1 Kith Miami
| Model | TAG Heuer Formula 1 Kith Miami |
| Reference | WA126D.BT0008 |
| Case | 35mm beige arnite case with “FORMULA 1” molded at 6 o’clock |
| Bezel | Beige arnite with gray markings |
| Dial | Pink striped dial with gray and eggshell accents |
| Bracelet/Strap | Beige rubber strap Arnite pin buckle |
| Limited Edition | 250 examples |
| Distribution | Exclusive to Kith |
| 2024 Retail Price (MSRP) | 1,500 CHF |
Formula 1 Kith Hawaii
| Model | TAG Heuer Formula 1 Kith Hawaii |
| Reference | WA126E.BT0009 |
| Case | 35mm yellow arnite case with “FORMULA 1” molded at 6 o’clock |
| Bezel | Green arnite with gray markings |
| Dial | Pink striped dial with gray and eggshell accents |
| Bracelet/Strap | Red rubber strap Arnite pin buckle |
| Limited Edition | 250 examples |
| Distribution | Exclusive to Kith |
| 2024 Retail Price (MSRP) | 1,500 CHF |
Formula 1 Kith Paris
| Model | TAG Heuer Formula 1 Kith Paris |
| Reference | WA121N.BA0023 |
| Case | 35mm steel case with “KITH & KIN” engraved at 12 o’clock |
| Bezel | Green arnite with red and white markings |
| Dial | Eggshell dial with green and eggshell accents |
| Bracelet/Strap | Five-row stainless steel bracelet Folding clasp with double safety push-buttons |
| Limited Edition | 350 examples |
| Distribution | Exclusive to Kith |
| 2024 Retail Price (MSRP) | 1,500 CHF |
Formula 1 Kith Los Angeles
| Model | TAG Heuer Formula 1 Kith Los Angeles |
| Reference | WA121P.BA0023 |
| Case | 35mm steel case with “KITH & KIN” engraved at 12 o’clock |
| Bezel | Blue arnite with red and white markings |
| Dial | White dial with blue and eggshell accents |
| Bracelet/Strap | Five-row stainless steel bracelet Folding clasp with double safety push-buttons |
| Limited Edition | 350 examples |
| Distribution | Exclusive to Kith |
| 2024 Retail Price (MSRP) | 1,500 CHF |
Will the TAG Heuer x Kith Collaboration Be Successful?
Collaborations are becoming even more popular in the watch space, with some enjoying great success (such as the Swatch x Omega Moonswatch partnership) while others are a little lackluster. The Ronnie Fieg and TAG Heuer partnership will likely be a successful one given the relatively accessible price point (for a TAG Heuer watch), the popularity of the Kith brand, the nostalgia for the Formula One watch, the bold and bright colorways for the summer, and the limited edition run.
Considering the amount of die hard fans that are out there for Kith, Tag Heuer, and Formula 1 racing, I think all the pieces will get sold quickly. In fact, don’t be surprised if you see them online selling over list price.
Roman Sharf, CEO and Founder, Luxury Bazaar
Upon the announcement of the collection, the two main complaints that appeared were about the smaller size and the price. Is CHF 1,500 too much for a colorful quartz watch? Maybe for some, however, let’s not forget that this is a TAG Heuer watch — a premium Swiss brand that many in the past have turned to as their “first nice watch.” That said, at CHF 18,000, the cost of the full set is quite prohibitive; yet, some collectors will likely think it’s worth the price to own the complete collection. And since there are only 75 examples of the full set, they’ll likely sell out immediately.
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