TAG Heuer is making waves at Miami Race Week both on and off the track. In an unprecedented move, Oracle Red Bull Racing drivers Max Verstappen and Sergio “Checo” Pérez will sport a special KITH HEUER logo on their race suits and racecar livery for this week only, marking a creative collaboration and the highly anticipated relaunch of the original TAG Heuer Formula 1 watches.
The Formula 1 series by TAG Heuer, originally launched in 1986, holds a significant cultural legacy as the maiden timepiece to bear the TAG Heuer name. To commemorate this iconic revival, TAG Heuer is breaking new ground by merging its logo with luxury lifestyle brand Kith, marking the first time in the luxury Swiss watchmaker’s history. The redesigned emblem reflects a fusion of the esteemed maisons: Kith and Heuer.
To amplify this exciting collaboration and showcase TAG Heuer’s motorsport heritage and Formula 1 partnership, Max Verstappen and Checo Pérez will dominate the Miami Racetrack adorned with the exclusive KITH HEUER logo for the weekend. The emblem will replace the original TAG Heuer shield on the driver’s gear and racecar livery.
In conjunction with the TAG Heuer Formula 1 | Kith launch during Miami Race Week, TAG Heuer is taking center stage at Miami Design District’s Palm Court. The venue will host the Oracle Red Bull Racing Formula 1 RB20 showcar displayed on a circular plinth, paying homage to the TAG Heuer Formula 1 Collection with striking racing accents inspired by watch faces. The installation, debuting on May 2nd, will remain throughout the weekend until the TAG Heuer logo reverts to its original shield design.
Adding to the excitement, Checo Pérez delighted fans in the Miami community by making a surprise appearance at the KITH HEUER Showcar in Miami Design District ahead of Miami Race Weekend. Joining him were TAG Heuer executives CEO Julien Tornare, CMO George Ciz, President of the Americas Beatrice Goasglas, and Kith CEO and Founder Ronnie Fieg.