Last month, an unobtrusive preview of TAG Heuer’s comprehensive revival of its renowned 1980s plastic-cased watch, the “Formula 1,” was spotted at the Grand Prix racetrack. This revival was officially announced today.
For the 2025 F1 season, TAG Heuer has been appointed the sport’s official timekeeper through a substantial sponsorship agreement with its parent company, luxury conglomerate LVMH. A striking clock tower has been installed above the pit lane, featuring a dive-style dial, a “Mercedes” hour hand, and a vivid red bezel, characteristics that hearken back to the original Formula 1 watch from 1986 and its limited remake with the US streetwear label Kith last year.
Keen observers noticed details indicating a fresh design: more pronounced dial proportions, square numerals on the bezel, and the contemporary TAG Heuer logo. Today, TAG Heuer confirmed these elements would feature in the new version of the classic watch, which has been expanded to a 38 mm size from the original 35 mm. Subtle updates provide a modern touch through luminous hour markers, sharper hands, and a more streamlined interpretation of the traditional case shape with its distinctive “hooded” lugs.
Incorporating eco-friendly materials, TAG Heuer has introduced a bioplastic known as TH-Polylight—derived from castor-based polyamide—replacing the previous thermoplastic “Arnite.” Yet, the watch retains its durability with a steel inner core, making it more robust than typical plastic-cased counterparts.
Nine variants of the watch are available: three with sandblasted stainless steel and polymer bezels in green, black, or blue, and six full-color limited editions to be released at upcoming Grand Prix events, featuring contrasting tones such as yellow/black, red/black, and green/red, paired with matching rubber straps.
Beyond the aesthetic updates, the TAG Heuer Formula 1 Solargraph marks a strategic step in the brand’s initiative to enhance the appeal of solar power in its entry-level offerings. This model, part of the Aquaracer sports-watch category, incorporates TAG Heuer’s solar-powered TH-50 movement, developed with technology from Citizen and its Swiss subsidiary, La Joux-Perret. Priced at $1,800 (£1,650), it is over $1,000 less expensive than the basic Aquaracer Solargraph and remains a significant offering in TAG Heuer’s range. However, compared to solar-powered watches by Citizen, it carries a noticeable Swiss Made premium.
The watch dial features two polymer layers allowing light to reach a solar cell underneath, which charges an accumulator powering the movement. A fully charged watch can operate for ten months in darkness, an improvement over the earlier six-month claim for the TH-50 movement. It can also be left in power-saving mode, with the hands halted, for up to two and a half years and requires just ten seconds of light to restart.
TAG Heuer continues to target the spending power of Gen-Z consumers, who are increasingly captivated by Formula 1’s growing digital-first, Netflix-supported popularity. The brand regards electronic timekeeping as an entry point to its luxury offerings, historically utilizing Swiss-made battery-powered movements for its entry-level watches. Here, solar power is positioned as a modern, premium format that aligns with the convenience and performance sought by young buyers.
