In 1986, TAG Heuer launched the Formula 1, its first watch collection under the TAG Heuer name after Heuer was acquired by Techniques d’Avant-Garde (TAG) in 1985. Aimed at a younger, sportier demographic, the Formula 1 was an affordable, quartz-powered watch that broke typical trends at a time when watches were mostly monochromatic with dull color palettes. It featured a bold new style: bright colors, plastic bezels, steel cases, rubber straps, and a playful design ethos. The collection originated during the quartz crisis, a time when Japanese quartz watches were dominating the market, and their response was a vibrant watch collection that combined Swiss craftsmanship with modern design.
The Formula 1 collection stood out from the era’s standard of dull monochromatic watches. With fiberglass reinforced plastic cases, vibrant color palettes, and reliable quartz movements, it was initially designed as a colorful dive watch before being marketed as a racing-inspired model. TAG’s connection to Formula 1 racing began earlier in 1980 as a sponsor for the Williams GP team. The brand later co-developed the TAG Porsche V6 engine that powered McLaren in 1983, and in 1985, TAG Heuer became McLaren’s secondary sponsor, behind Marlboro.
In 2024, TAG Heuer brought back the original Formula 1 design through a limited edition 10-watch collaboration with streetwear brand Kith. Each watch retained the original 35mm case size and featured colorways inspired by cities around the world that have Kith stores. The ten colorways were also inspired by the bold colors of the original 1980s Formula 1 collection, staying true to its sporty aesthetic.
That same year, Formula 1 announced that TAG Heuer would return as the sport’s Official Timekeeper for the 2025 season, aligning with the championship’s 75th anniversary and the beginning of a 10-year partnership with LVMH. As part of this collaboration, a retro inspired pit lane clock will be featured at every Grand Prix, with its design and colors changing to reflect each race’s location. TAG Heuer previously served as F1’s official timekeeper from 1992 to 2003 and has been a sponsor of the Red Bull Racing team since 2016, as well as a sponsor for four-time World Drivers’ Champion Max Verstappen.
In 2025, TAG Heuer is officially bringing back the Formula 1 with a new Solargraph line. This updated series will consist of nine models that retain the iconic design and bold colorways of the 1980s but with a modern upgrade: the Solargraph powered caliber TH5000. Previously seen in TAG Heuer’s Aquaracer models, this solar powered movement charges with light exposure. Two minutes of direct sunlight provides a full day’s power, while 40 hours in the sun gives a full charge capable of running for up to 10 months without light. TAG Heuer claims the battery has a 15-year lifespan, eliminating the need for regular battery replacements. The new Solargraph watches will come in a slightly larger 38mm case from the original 35mm. Models with the TH Polylight cases and rubber straps will retail for $1,800, while sandblasted steel versions on steel bracelets will be priced at $1,900.
