The TAG Heuer Formula 1 Uncovered
From stopwatches to sponsorships – the history of the TAG Heuer Formula 1
TAG Heuer has a longstanding, competitive history within a variety of well-known motorsports. Before the company was acquired by Techniques d’Avant Garde, or more commonly known as TAG, Heuer was a successful horological company. Founded in 1860, it wasn’t until the swinging sixties that Jack Heuer, the great-grandson of founder Edouard Heuer drove the brand close to its modern foundations.
The motorsport partnerships started with pioneering the use of stopwatches and chronographs in racing. This led to the brand’s identity as a leader in precision timing, which in recent years culminated in a rather famous Formula 1 TAG Heuer Red Bull partnership, with TAG Heuer being one of the title sponsors for each for Verstappen’s four world driver championships, and two of the Red Bull constructors’ championships, but it doesn’t stop there. Come 2025, TAG will become the official global time keeping sponsor of the whole Formula 1 series, dethroning Rolex from the top spot. Superiority doesn’t come cheap, as reports put the Formula 1 TAG Heuer deal north of $150m per annum (equivalent to 100,000 competition prizes!)
The Evolution of the TAG Heuer Formula 1 Watch
The birth and evolution of the TAG Heuer Formula 1 watch can be pinpointed back to 1986, which saw their first iteration released to garner a younger audience with an affordable mechanical watch. The distinct features of these watches made them instantly recognisable, even today you can spot one a mile off. They are all:
- Bold, bright coloured with contrasting black bezels or indices. My favourite was the green variant, with the yellow not far behind; 10to2’s home team of Norwich City FC colours!
- The signature TAG Heuer Formula 1 strap, a loveable, playful rubber with an enormously large TAG HEUER logo, or the more stand-out bracelet which resembles a now dated design outtake from Predator of the 80s.
- Rotating bezels, adorned with a count-up diver style numerals, or subsequent unique tachymeters with embossed limited-edition references.
The original release got people talking, but it wasn’t until the TAG Heuer Formula 1 chronograph was released in the late 80s that we can start to see similarities with the bulk of the current product range.
The Tag Heuer Formula 1 Calibre 16 collection
The TAG Heuer Formula 1 Calibre 16 collection combines precision engineering, enhanced water resistance, and a tribute to racing heritage, designed to be worn proudly over racing overalls. This iconic line is a familiar sight in UK TAG Heuer boutiques and Beaverbrook’s stores. With a wide array of colour options, the chronograph embraces classic design aesthetics while reimagining them with a modern twist on a more dependable platform. Though the sheer number of variants can feel overwhelming, TAG Heuer’s strategy remains rooted in refining familiar elements that resonate with enthusiasts.
For 2024, the collection stays on-trend with bold pops of colour and a commanding 44mm presence on the wrist. These timepieces will behave as a gateway to more premium models in the range down the line, such as a TAG Monaco or Carrera.
As for me? I find the chronographs a bit “busy,” with overly clustered dials and illegible bezels detracting from their core purposes: telling the time, tracking speed, and looking undeniably stylish. That’s why my preference leans towards one of the many special edition Formula 1 models released in recent years, which strike a better balance between function and form and playful design.
Special editions: TAG Heuer Formula 1 KITH and Senna collaborations
On May 6th 2024, TAG Heuer partnered with KITH, a unique, high-end fashion brand famous for its combination of streetwear design and curated shopping spaces. Founded by Ronnie Fieg in 2011, Ronnie’s passion for watches, ranging from vintage TAGs to horological masterpieces with the likes of Patek’s and APs, provided the perfect platform to partner with TAG Heuer to release the TAG Heuer Formula 1 KITH edition. This release shared a deep personal connection with Ronnie, where he got to reimagine his red and black model from his youth.
The slogan ‘Crafted for collectors’ rang true. Celebrities across the world were spotted sporting the KITH’s, with Max Verstappen & Ryan Gosling (two significant brand ambassadors) choosing to attend respective events wearing different pieces. The knock-on effect caused a surge in popularity and TAG hype, causing the TAG Heuer market to skyrocket in terms of % points. Looking at Chrono24, the average price of a TAG Heuer Formula 1 quartz model (ref. WA120) from the 90’s went from £328 to £400 overnight.
It wasn’t just the 1990’s similarities to the KITH edition that were positively impacted, even left-field watches such as the TAG Heuer Formula 1 Senna edition went up 4.5% over a week to an average of £1,835.
This demonstrable success had a profound impact on the brand during 2024. Anyone over 20 would have been able to relate back to the bright colours, plastic cases and relatively cheap to own watches that graced collections from an early age. In turn, this brand awareness culminates in future brand loyalty, which is a great segue into picking our favourites across the Formula 1 range, from the used market to the new.
Gulf racing colours
Keeping the motorsport theme, another brand synonymous with racing heritage and success is Gulf – the petroleum company famous for its bold blue and orange colour palette. The TAG Heuer Formula 1 Gulf partnership can be traced back to the late, great Steve McQueen. We have previously covered the history of Gulf, racing and TAG Heuer tripod which can be found here, where the Porsche 917K was famously clothed in Gulf colours, with McQueen wearing a TAG Monaco during the film.
We quite like the quartz variant of the Gulf Formula 1, due its availability and reasonable prices found on the used market. They can be purchased for well under £1,000, accompanied by a steel bracelet or cloth strap, I’d imagine many use cases and itches could be scratched by this.
Quartz vs. automatic – choosing the right TAG Heuer Formula 1
The overriding theme so far has been towards the entry level quartz watches, but the TAG Heuer Formula 1 automatic variants become appealing propositions for anyone looking to spend above £1,500 new, or £1,000 used.
I’m fond of its movement, due to its robustness, simplicity and blend of sport aesthetics is the TAG Heuer Formula 1 Calibre 5 range. This automatic movement is Swiss-made, based on well-established and proven ETA & Sellita calibre, offering up to 42 hours power reserve. Reference WAZ2011.BA0842 with its anthracite grey, sun burst dial is sporty enough to wear dress down, and thin enough to dress up and wear under the cuff of a shirt.
The future of TAG Heuer in Formula 1
As you can see, the TAG Formula 1 is steeped in history, with multiple variations and products lines that are aimed at a more entry level, but well worth a look point. TAG Heuer hasn’t always seen flat growth in sales and popularity, but in the last 2 years the trajectory is on the up and we are all here for it.
