Watches A legacy in every lap: the history of the TAG Heuer Formula 1 collection

The first line of watches launched under the newly minted TAG Heuer name in 1986—Heuer had recently been acquired by Techniques d’Avant-Garde (TAG) in 1985—, the TAG Heuer Formula 1 collection embodied a bold departure from traditional Swiss watchmaking norms, introducing vibrant designs and innovative materials inspired by the world of motorsport. The collection emerged during a pivotal moment in horological history, responding to the quartz crisis with a bold and accessible timepiece designed for racing enthusiasts and casual wearers alike.

The origins of the TAG Heuer Formula 1 collection are rooted in the challenges of the 1980s. During the quartz crisis, the Swiss watch industry faced a seismic shift, with Japanese quartz watches dominating the market. TAG Heuer saw an opportunity to redefine its identity. The result was a vibrant, affordable watch collection that merged Swiss craftsmanship with contemporary design.

Bringing its colorful and youthful ethos to the fore, the TAG Heuer Formula 1 collection broke conventions at a time when displays were mostly monochromatic with dull color palettes. The collection made an immediate impact with its fiberglass-reinforced plastic cases, bold color palettes, and quartz movements. It was a watch designed not just for the racetrack but also for the new generation, resonating with the zeitgeist of the 1980s.

Today, the TAG Heuer Formula 1 collection continues to evolve while staying true to its roots. Modern models feature state-of-the-art quartz and automatic movements, bold color accents reminiscent of their 1980s predecessors, and cutting-edge materials like carbon and ceramic. The recent introduction of limited-edition collaborations, such as the vibrant TAG Heuer Formula 1 | Kith collection, underscores the collection’s enduring appeal to new generations.

In December 2024, TAG Heuer unveiled its latest addition to the collection: the TAG Heuer Formula 1 Chronograph x Oracle Red Bull Racing. This model celebrates the brand’s partnership with the dominant F1® team and features a striking blue and red design reminiscent of the team’s livery. Equipped with advanced chronograph functions and crafted with high-performance materials, this watch embodies the essence of modern motorsport.

Each timepiece is a testament to the Maison’s commitment to precision, innovation, and the relentless pursuit of excellence. Whether on the racetrack or in everyday life, these watches empower wearers to seize every moment with confidence.