This Is How TAG Heuer Revamped Its Iconic F1 Watch

Last month, a surreptitious early glimpse of TAG Heuer’s full-scale revival—officially revealed today—of its iconic plastic-cased 1980s watch, the “Formula 1,” appeared in the fitting setting of the Grand Prix racetrack. For the 2025 F1 season, the watchmaker, appointed the sport’s official timekeeper under a mega-sponsorship deal inked by its parent company, luxury conglomerate LVMH, has installed an eye-catching clock tower above the pit lane. The clock’s dive-style dial, “Mercedes” hour hand, and notched, bright-red bezel were instantly recognizable to anyone familiar with the original multicolored Formula 1 watch—which launched in 1986 and sold in its millions—or with the limited remake that briefly appeared last year, as a collaboration with the US streetwear label Kith. Eagle-eyed TAG Heuer super-buffs (of which there are plenty) will also have spotted details that suggested something new: bolder dial proportions, squarer numerals on the bezel, and the modern TAG Heuer logo. S ... Read full article.