For one weekend only, Oracle Red Bull Racing updates its racing livery with the first-ever logo change in honor of the revival of the first series of TAG Heuer’s Formula 1 collection in partnership with luxury lifestyle brand, Kith. In Miami Design District, TAG Heuer pops up in Palm Court with a showcar and heritage experience illustrating its motorsport history and newest collection.
TAG HEUER CELEBRATES KITH HEUER COLLABORATION WITH MIAMI RACE WEEK TAKEOVER
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TAG Heuer is taking over Miami Race Week on and off the racetrack. In a disruptive, first-of-its-kind logo change for this week only, Oracle Red Bull Racing Drivers Max Verstappen and Sergio “Checo” Pérez will update their race suits and racecar livery with the new KITH HEUER logo in honor of the creative collaboration and highly anticipated relaunch of the original TAG Heuer Formula 1 watches.
Since its original release in 1986, the first series of TAG Heuer’s Formula 1 has been culturally defining, and the very first timepiece that bore the TAG Heuer name. To celebrate this iconic revival, and in a groundbreaking move for the first time in TAG Heuer’s history, the luxury Swiss watchmaker is merging its logo with luxury lifestyle brand Kith. The logo features a reworked version of the insignia that combines the legendary maisons: Kith and Heuer.
To help magnify this thrilling collaboration and bring TAG Heuer’s motorsport heritage and Formula 1 partnership to life, Oracle Red Bull Racing Drivers Max Verstappen and Checo Pérez will be dominating the Miami Racetrack adorned with the exclusive logo for this weekend only. The KITH HEUER emblem will be bedecked on the driver’s gear and racecar livery in place of the original TAG Heuer shield.
Further celebrating the TAG Heuer Formula 1 | Kith launch taking place during Miami Race Week, TAG Heuer is taking over Miami Design District’s Palm Court with an Oracle Red Bull Racing Formula 1 RB20 showcar, displayed on a circular plinth that is a nod to the TAG Heuer Formula 1 Collection with bold racing accents inspired by the watch faces. All colors are inspired directly by the collection, complemented with accents of historic imagery to illustrate the brand’s motorsport heritage. The installation will debut May 2nd and remain throughout the weekend until TAG Heuer’s logo reverts to its original shield design.
In an unexpected treat for the Miami community, Checo Pérez amplified the excitement surrounding the KITH HEUER Showcar’s presence in Miami Design District by greeting fans ahead of Miami Race Weekend. He was joined by TAG Heuer executives CEO Julien Tornare, CMO George Ciz, President of the Americas, Beatrice Goasglas, and by Kith CEO and Founder Ronnie Fieg.
About TAG Heuer TAG Heuer, founded in 1860 by Edouard Heuer in the Jura Mountains of Switzerland, is a luxury watch brand that is part of LVMH Moët Hennessy Louis Vuitton SE (“LVMH”), the world’s leading luxury group. Based in La Chaux- de-Fonds, Switzerland, and with four production sites, TAG Heuer has 1,900 employees and is active in 139 countries. TAG Heuer products are available online at www.tagheuer.com for select countries and in 260 boutiques and 2,300 points of sale worldwide. The company is headed up by Julien Tornare, CEO of TAG Heuer. For 164 years, TAG Heuer has demonstrated pure avant-garde watchmaking spirit and a commitment to innovation with revolutionary technologies that have included the oscillating pinion for mechanical stopwatches in 1887, the Mikrograph in 1916, the first automatic-winding chronograph movement – Calibre 11 – in 1969, and the first luxury smartwatch in 2015. Today, the brand’s core collection consists of three iconic families designed by Jack Heuer – TAG Heuer Carrera, Monaco, and Autavia – and is rounded out with the contemporary TAG Heuer Link, Aquaracer, Formula 1, and Connected lines. Embodying TAG Heuer’s motto, “Don’t Crack Under Pressure,” are prominent partnerships and brand ambassadors that express the brand’s passion for action and high performance.
