TAG Heuer Formula 1

Back in 1986, following the acquisition of Heuer by Techniques d'Avant Garde, all eyes were on the first timepiece the new partnership would release. The TAG Heuer Formula 1 did not disappoint. Inspired by the success of the Swatch watch and in a response to the ongoing quartz crisis, this was the first analogue Heuer series to be quartz-only. The Formula 1 was at a higher price-point than the Swatch but it followed a similar formula: bright-coloured synthetic cases and low-cost movements. All with the goal of luring buyers back to Swiss watches. Over the years, the F1 has evolved to reflect changes in the market. The biggest remodel came after a four-year hiatus, when the Formula 1 fell out of favour and was discontinued. Upon its relaunch in 2007, it came back strong with upgraded materials, such as a titanium-carbide coated steel bezel. Today, the F1 has evolved further with fine-brushed steel cases, sapphire crystal and ebony dials, increasing its price tag in the process.

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