- May 5

TAG Heuer Celebrates the Return of The Iconic Formula 1 Collection in Collaboration with Kith

To kick off Miami Race Week, TAG Heuer and Kith held a private dinner celebration to honor the TAG Heuer x Kith collaboration and relaunch of the original TAG Heuer Formula 1 watches, first released in 1986 and one of the most highly anticipated product comebacks for 80’s watch lovers and collectors.

The dinner was co-hosted by CEO of LVMH Watches, Frédéric Arnault, CEO of TAG Heuer, Julien Tornare, and Kith Founder, Ronnie Fieg who joined together friends and family of both brands to help celebrate the resurgence of the iconic TAG Heuer Formula 1 Series 1 design and held at the privately- owned Rubell Museum – one of the world’s finest contemporary art collections and lauded culture destination.

The TAG Heuer Formula 1 series 1 combines TAG Heuer's precision engineering with Kith's disruptive approach to fashion, featuring 10 vibrant colorways inspired by iconic models. Upgraded materials enhance the original design, while the partnership logo, "Kith Heuer," marks a first for TAG Heuer. Limited to exclusive editions, this revival celebrates the watch's legacy as a symbol of style and individuality.

The evening was joined by notable guests, including TAG Heuer Ambassadors Alexandra Daddario and Fred Kerley, actress and model Valentina Ferrer, actress Lily Chee, former NFL star Victor Cruz, NBA stars Kevin Love and Jonathan Kuminga, actor Gabriel Leone, and more, for a glamorous and vibrant Miami evening.

The Rubell Museum was transformed into an immersive historic journey, chronicling the origins of this collection from the novel pieces circa 1986 to the modern-day collaboration pieces with creative partner, Kith, in a series of vibrant vitrines to bring the collection to life. Flanking the space were bold racing accents inspired by the watch faces, with all colors inspired by the new collection.

In light of Miami racing week, an Oracle Red Bull Racing Formula 1 showcar took center stage in the event space, symbolizing TAG Heuer’s deep connection to the world of motorsports and its enduring partnership with the racing team, which won the Constructor’s Championship title in both 2022 and 2023. As a special highlight for this weekend, Oracle Red Bull Racing’s drivers Max Verstappen and Checo Pérez will change their sponsor logo to the partnership lockup, “Kith Heuer,” bedecked on their gear and car livery in place of the original TAG Heuer shield.

The celebration was concluded with a surprise performance by musician Justine Skye who performed her hits “On & On” and “Collide”, spurring an unforgettable night to commemorate and revitalize the cherished Formula 1 Collection with Kith.

For more info visit: www.tagheuer.com @TAGHeuer