Tag Heuer and Kith are dropping 10 limited-edition colors of the Formula 1 in Miami on May 3, just in time for the Miami Grand Prix.
“That was the watch that I really loved and meant the most to me, what I consider to be the first real watch that I owned,” Fieg told WWD.
In another first, the Swiss watchmaker’s shield on the dial reads “Kith Heuer” instead of its moniker, marking the first time the company has allowed a partner to play with its branding. There’s also Kith’s motto of “Just Us.” The all-blue and all-green colorways, in runs of 825 pieces, will be exclusive to Tag Heuer, while a 1,350-unit version sporting a black bezel and red accents will be shared with Kith.
The four-color Tag Heuer Formula 1 Kith nods to a rare iteration made in the 1980s with Japanese F1 driver Ukyo Katayama, who took cues from the colors of his then-driving team Larrousse.For the watchmaker’s heritage director Nicholas Biebuyck, the Formula 1 was not only the first product to launch after the Heuer acquisition by the Tag Group but its colorful design broke onto a landscape dominated by grayscale metallic tones and serious timekeepers.
“The Formula 1 is nostalgic, it’s playful, it’s the collector’s Moonswatch,” said Christian Zeron, a collector and founder of secondhand retailer Theo & Harris ahead of the launch.
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