TAG Heuer Formula 1

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TAG Heuer Formula 1

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The favourite watch of F1 enthusiasts, stunning in new liveries
La Cote des Montres - April 6th, 2021

Celebrating the start of the 2021 F1 season in Bahrain, TAG Heuer unveils 4 new references in its TAG Heuer Formula 1 collection. Their bright colours and asphalt-effect dial lend these watches a fresh urban look that will enchant the newest generation of motorsport fans.

The TAG Heuer Formula 1 collection – which has held a special place in the history of TAG Heuer since it was launched in 1986 – plays the originality card. In tangerine orange and lime yellow, vibrant colours inspired by the 1980s and 90s, the TAG Heuer Formula 1, coolest watch on the motorsport scene, reinvents itself once again.

Since 1968 and the first sponsoring agreement signed by Jack Heuer with the Swiss racing driver Jo Siffert, TAG Heuer’s association with Formula 1 has never faltered. Back then, the champion sported the brand logo on his car and his racing suit. Thanks to him, many racing drivers began to wear a Heuer on their wrist, making TAG Heuer the watchmaker par excellence of the F1 circuits.

Paying tribute to this heritage, in 1986, TAG Heuer designed a collection exclusively dedicated to Formula 1. With their disruptive design, steel case and quartz movement, these watches combined vibrant colours with a rubber strap. Their innovative and racing looks won them overnight success.

Today, TAG Heuer is still very much part of the circuit scene and will continue to support the Red Bull Racing Formula One team in the upcoming 2021 season debuting in Bahrain, while being the Official timekeeper of the Monaco Grand Prix and long-standing sponsor of the Automobile Club de Monaco.

The TAG Heuer Formula 1 collection celebrates this unwavering passion for the race track and confirms its iconic role as motorsport’s coolest watch with four new and unmistakable editions. The novelty pieces – 3 chronographs and a three-hands model - come with a 43 mm diameter steel case and ceramic bezel, an asphalt textured dial and, on certain models, a nylon strap that recalls the harness inside a cockpit. Above all, though, it sports the same gleaming colours that abound in the paddock.

This latest livery introduces a lime yellow along with a vibrant orange, a colour that has been part of the TAG Heuer DNA for more than fifty years. In the 1970s already, Jack Heuer presented an Autavia with orange accents on the central hand and indexes. A bold choice that earned the model the nickname “Orange Boy” among watch aficionados. And when the company launched its TAG Heuer Formula 1 in 1986, this fun colour, symbol of energy and action, had already taken its place in the palette.

Dominating the dial, orange enjoys the limelight on the three-hand model, while on the chronograph, adopting the understatement of the lime yellow, it elegantly highlights the hands, indexes and subdials and contrasts on the ceramic tachymeter-scale bezel. An urban, audaciously sporty look that is sure to appeal to the young lovers of speed and powerful emotions.

About TAG Heuer

TAG Heuer, founded in 1860 by Edouard Heuer in the Jura Mountains of Switzerland, is a luxury watch brand that is part of LVMH Moët Hennessey Louis Vuitton SE (“LVMH”), the world’s leading luxury group. Based in La Chaux-de-Fonds, Switzerland and with four production sites, TAG Heuer has 1470 employees and is active in  139  countries. TAG Heuer products are available online on the watchmaker’s website, select countries and in 160 boutiques and 3,500  points of sale worldwide. The company  is headed up by Frédéric Arnault, CEO of TAG Heuer. 

For 160 years, TAG Heuer has demonstrated pure avant-garde watchmaking spirit and a commitment to innovation with revolutionary technologies that have included the oscillating pinion for mechanical stopwatches in 1887, the  Mikrograph in 1916, the first automatic-winding chronograph movement – Calibre 11 – in 1969, the first luxury smartwatch in 2015, and the ground-breaking  Isograph technology in 2019, made possible through a unique collaboration with the TAG Heuer Institute. Today, the  brand’s core collection consists of three iconic families  designed  by Jack Heuer – TAG Heuer Carrera, Monaco and Autavia  – and is rounded out with the contemporary Link, Aquaracer, Formula 1 and Connected lines. 

Capturing TAG Heuer’s motto, “Don’t Crack Under Pressure”, are prominent partnerships and brand ambassadors  that express the brand’s  passion for action and  high performance. These include the Formula E World Championship, of which the brand is a founding  partner, the TAG Heuer Porsche Formula E team, the Aston Martin Red Bull Racing Formula 1 Team, the Formula 1 Monaco Grand Prix, the World Endurance Championships, the Indianapolis 500, legends  Steve McQueen and Ayrton Senna, actors Chris Hemsworth and Patrick Dempsey, ATP next-generation tennis players Alex de  Minaur, Frances Tiafoe, Denis Shapovalov and Felix Auger-Aliassime, and surfer Kaie Lenny, among others. 