Watches and Wonders, Geneva – April 1, 2025: TAG Heuer, the Swiss luxury watchmaker synonymous with motorsport, is ready to take pole position with the latest release of nine new TAG Heuer Formula 1 references. This release celebrates an icon of the 1980s and adds one more anchor in racing-inspired watchmaking. With a refined 38mm case size, upgraded finishing including sandblasted steel and DLC treatment, enhanced ergonomic design, cutting-edge Solargraph movement, and an eye-catching range of colorways, TAG Heuer is once again in the fast lane. And as the official timekeeper of Formula 1®, there has never been a more fitting moment to reignite the energy of this legendary collection.
Speed and Partnerships Fuel a New Design
1986 was a significant year for the brand, not only for the debut of the TAG Heuer Formula 1 collection, but as the official debut of the newly named TAG Heuer. With the acquisition of the historic Heuer name by Techiques d’Avant Garde group the two companies would unify, driving forward with their shared philosophies of performance, innovation and futurism to reimagine the watchmaking industry.
The strategy would crystalize in the years that followed with revolutionary approaches to product, sales, marketing and development, and the TAG Heuer Formula 1 collection would be at the very centre of this new universe. Embracing the zeitgeist of the late 1980s, with hues that had not been seen before in the luxury Swiss watchmaking industry, the collection resonated with new consumers through its cultural connection.
Many people today have fond memories of choosing one of the brightly coloured watches with their innovative design as their first Swiss watch and it is an honour for TAG Heuer to continue to be a part of this tradition today, now with a reimagined, highly innovative redesigning of the TAG Heuer Formula 1.
Over the years, the TAG Heuer Formula 1 has continued to evolve, with collaborations that have shaped its journey— from working with legendary ambassadors to partnerships with powerhouse brands like Kith and Oracle Red Bull Racing. Every collaboration has left a mark, in the brand’s DNA and in watch lovers’ hearts, proving that the collection is not just about precision timekeeping but about living and breathing the thrill of racing.
As the official timekeeper of Formula 1®, TAG Heuer’s relationship with the sport runs deep. The brand’s legacy is stamped across decades of high-speed history, from pioneering sponsorships such as Ferrari in 1971 and McLaren in 1979, to timing the most nail-biting finishes in modern racing. Now, the TAG Heuer Formula 1 collection continues to celebrate this bond, launching new timepieces that blend incredible history with forward-thinking design and innovation.
Designed for the Next Generation
The latest TAG Heuer Formula 1 collection introduces nine distinct models, each bringing a fresh, high-energy take on racing-inspired design. Three of these form the core collection, available in classic black and white dial, deep blue, both with a steel bracelet and a bold red. The remaining six models are limited editions, featuring striking color combinations: black and red, black and yellow, blue and black, white and green, white and red, and a green and red edition. Each timepiece pays homage to the original 1986 collection, preserving key elements that made it stand out in Swiss watchmaking, resonating with watch aficionados and collectors alike.
Evolving from the original 35mm models, the 38mm version retains the distinctive “décroché”, a hallmark of the design that enhances the watch’s elegance, delivering the perfect balance between sportiness and everyday wear, and designed to fit a variety of wrist sizes. Ergonomic refinements make these watches exceptionally comfortable, while still maintaining the bold and unmistakable presence TAG Heuer Formula 1 is known for. Super-LumiNova® treated indexes – a reinterpretation of the original shield-shaped markers – now appear in an applied format, elevating the watch’s appearance. In addition, the hands, inspired by the original design, have been reworked with elevated finishings and improved proportions to reinforce the watch’s premium character. This ensures maximum legibility in all lighting conditions, while the restructured case proportions improve both comfort and visual impact.
All the models come either with a dynamic rubber strap embossed with the TAG Heuer logo – serving a contemporary nod to the brand’s legacy – a rubber racing strap or a steel bracelet, ensuring versatility. The redesigned steel bracelet offers enhanced articulation, and a fluid fit on the wrist, providing exceptional comfort and premium refinement.
Innovation that Drives Performance
At the heart of the sandblasted steel cases with a DLC treatment or the TH-Polylight cases of this release is the Solargraph movement, a first for the TAG Heuer Formula 1 lineup. TAG Heuer’s Solargraph movement is known for harnessing the sun, an unlimited energy source and offers many guaranteed benefits. With the Solargraph movement, the watch’s battery is recharged by the sun or artificial light. A two-minute exposure to direct sunlight is enough to power the watch for an entire day. Once fully charged, after less than 40 hours in the sun, the watch can run for up to 10 months with no light exposure. If the timepiece stops ticking, it only needs exposure to any light source for ten seconds to get it started again, thanks to its ultra-efficient recharge time.
Its battery boasts an impressive 15-year lifespan, ensuring long-term reliability.
Beyond the movement, the introduction of TH-Polylight, a new material for TAG Heuer known for its light weight, durable, limitless color possibilities, and its ability to optimize both ergonomics and aesthetics, marks another milestone in TAG Heuer’s commitment to innovation. The re-engineered bidirectional bezel – in its iconic shape beloved by TAG Heuer Formula 1 fans – is crafted from TH- Polylight. The sensory experience has been reworked, producing a refined mechanical sound when rotated – adding a touch of sophisticated tactility.
Whether worn at the track or in the city, these timepieces make a statement— BECAUSE RACING NEVER STOPS.
