Worn & Wound
TAG Heuer’s Long Awaited Formula 1 Update is Here
Was there ever any doubt that this was where this year was headed? Ever since it was announced that LVMH, and specifically TAG Heuer, would be taking over Formula 1 timekeeping responsibilities from Rolex as part of a broader 10-year partnership between the two, it was clear that 2025 would (for TAG Heuer) be all about racing. We just didn’t know what that would look like, at least when it came to the watches. Now we do, and surprise, surprise, TAG Heuer is kicking it off with a brand new generation of (what else?) The Formula 1 Chronograph. Motorsport and TAG Heuer have long been linked (something Zach recently explored), and one obvious example of this is the Formula 1. TAG Heuer launched the first generation of the Formula 1 way back in the ‘80s, and the simple, colorful, quartz watch helped to clearly establish a new sensibility for the brand. Since then, the Formula 1 has evolved, eschewing the almost toy-like quality of the earliest releases to bear the name and moving upmarket while still acting as the clear entry point into the brand’s chronograph offering - a quartz Formula 1 can still be had for under $2000, an almost shocking price tag in the context of the modern market. These new Formula 1s are a decided step up from those watches but still come in under the price of the latest generation of Carrera chronographs. The watches themselves are bold and clearly represent a step into a new generation of design language for the Formula 1 - a refreshing chan...