TAG Heuer Formula 1 385.513

Grey Acrylic / Red Fibreglass Resin, 35mm TAG Heuer Formula 1 - Series 1, Marlboro McLaren Team Wristwatch, issued between 1986-1989

When Techniques d’Avant Garde completed its acquisition of Heuer in January 1986, TAG Heuer was positioned to launch an entirely new type of watch. The new Formula 1 collection would capitalise on the demand for colourful, inexpensive quartz watches. The “Formula 1” name was perfect for TAG Heuer’s new collection, with Jack Heuer having developed Formula 1 sponsorship's in the 1960s and 70s, and TAG Heuer having what would be a long-lived partnership with McLaren in 1985. TAG Heuer catalogues of the period proclaimed proudly that the “Formula 1” name was in honour of the company’s highly successful involvement with the Marlboro McLaren Formula 1 racing team of which this watch was issued to a team member. The choice of the “Formula 1” name for the new collection was also symbolic of the new TAG Heuer, as perhaps the only thing that TAG and Heuer had it common in 1986 was their deep connection to Formula 1 racing. Heuer had of course been a sponsor of Ferrari during the 1970s, while TAG was the principal sponsor of the Williams team from 1979-1981, before buying 50% of McLaren International at the end of the 1981 season. TAG then funded the development of the Porsche 1.5 litre turbo engine that would power the McLaren-TAG cars to consecutive World Championships in 1984 and 1985. TAG remained a sponsor as the Marlboro McLaren transitioned to Honda power, later in the 1980s. The first-generation Formula 1 watches were designed by Eddy Burgener and used an innovative case construction - a mixture of a stainless steel inner case coated with fibreglass. In 1987 the range expanded to include a stainless steel case and bracelet as well as a range of new colours. The fibreglass models continued to be sold until 1993/4 and stand out today with a recent relaunch of this style the real signature watch of the Formula 1 collection.