By: Stacy Liberatore

“Thanks to the stunning work of our R&D team, TAG Heuer will set once more a milestone in the history of watch making,” is what is to be expected with the new Formula 1 series that is to be launched in Geneva January 16.

The first series of Formula 1 was created back in ’85 when Heuer was joined with Techniques d’Avant Garde (“TAG”).  Heuer was dealing with disaster after disaster while trying to make it in the watch industry. With the combination of the two, they became one of the biggest names in Swiss watches.

The first generation F1 watches were designed by Eddy Burgener and used an innovative case construction; a mixture of a stainless steel inner case coated with Fiberglass.

Despite the success of the Formula 1, the series was to discontinue back in 2000.  It wasn’t because people weren’t buying the piece; the company thought the style and design was no longer the latest fashion in watches.  Out with the old in and with the new is what the company was getting at with this decision.

After a 4 year break, the Formula 1 returned to the public with an entirely new design and upgraded materials. The series had an entirely new look, but what did not change was the shape of the case and bezel.  Both are similar to the original Formula 1 pieces.  The Series 3 Formula 1 has a 40mm case, which is a more up-to date size compared to the previous versions that were only 34mm.

The watch was for the man how worked 9-5 in the office and on the weekends hit the mountain for some biking or skiing.  It was modern, trendy, and youthful.  Exactly how the company wanted the public to think of them.

20 different designs are in the new Formula 1 series, all are going to be launched this year at the watch show in Geneva.  All have a broad range of bezels, including brushed stainless steel, aluminum, ceramic and titanium-carbide. Things to look for on the piece are titanium-carbide “Full Black” stealth Formula 1 and for the first time ever in the series, there is both ceramic and steel version to choose from.

A simpler brushed stainless steel guard has replaced the titanium-carbide from past models, yet the new addition as the similar design as previous pieces. The design of the button at the end of the spindle, or the crown, was taken from the Grand Carrera series. So regardless of the new additions the piece can still be recognized by Formula 1 lovers.

 Jean Christopher Babin, president and CEO of TAG Heuer, is promising a game-changing new regulator, breaking all high- frequency records. All there is to do now is to wait and see what happens in Geneva.