“Bro Is Engagement Baiting”—Cool. I Bought One Anyway

Before we get into the nitty and gritty of this watch review, or post or whatever you want to call it, I wanted to give a special thanks to an unknown “internet person.”

There was a funny response to a comment I made on a post Teddy Baldassarre published via Instagram during Watches & Wonders, where he was highlighting the new TAG Heuer F1 release. Now, I don’t usually feed the watch trolls, but this one genuinely made me laugh and shake my head.

So, @R4Ddvs—this one’s for you.
You replied to my comment—“Absolutely loved the TAG Heuer F1 releases this year! Fun, relatively affordable, and the solar element is super cool!”—with: “bro is engagement baiting.”

Look, I don’t even think Teddy follows the C+T Instagram account, but I’m a fan of Teddy’s work and thought the photos he posted of the Tag Heuer F1 during this year’s Watches and Wonders were excellent, which is why I commented in the first place. And for the record, this entire piece? It’s not paid. TAG didn’t give me a free F1, and I’m not here trying to game the algorithm. (But for real @tagheuer feel free to slide into daddys DM’s) This write-up—this so-called “love letter”—comes from a real place: nostalgia, lived experience, and a genuine appreciation for what this watch represents, which I think, to be honest, gets lost in the social media space these days, anyways I digress..

So no, @R4Ddvs, it’s not engagement bait. It’s called perspective. And if that’s hard to recognize, maybe this whole watch thing isn’t hitting you in the right places.

Either way—cheers, “bro!” And I mean that sincerely and respectfully. You gave me a solid intro and made me dig a little deeper into why I think this watch is so special. So thank you—for pushing me to go out and buy one, and for setting the wheels in motion for one of the more honest, old-school watch experiences I’ve had in a long time: jumping in one of my favorite cars on a Saturday, shifting through 1st and second gears through LA traffic with a smile on my face, navigating a packed mall, and having the rare and wonderful experience of buying a brand-new watch at retail, at a boutique. It’s not something I get to really experience all that often as a vintage dealer. But this time? Totally worth it!

It’s been a big year for TAG Heuer. They’ve just taken over as the official timekeeper of Formula 1, replacing Rolex, who held the title for over a decade—from 2013 through 2025. If you’re even remotely into F1 or caught an episode or two of Drive to Survive, you probably already knew that.

But let’s go a little deeper.
The morning the news broke, my first thought was simple: Yeah, that tracks. TAG Heuer—formerly Heuer—has motorsport in its DNA. This isn’t a new partnership; it’s a return to form. Jack Heuer was arguably the first to see the value in connecting watches to racing, especially from a branding and marketing perspective. Historically speaking, Heuer was the first brand to appear on an F1 car, and with driver ambassadorship, which is something we now consider a matter of fact for drivers and teams. However, in the golden era of F1, this wasn’t the case. From my perspective, this isn’t just a flashy marketing move—it’s a brand reentering the space it helped shape. For guys like me, it’s a full-circle moment.

Now, it’s not a big secret that cars are a massive part of my world. I’ve been around them forever, but in the last 10 or 15 years, I’ve gone deeper—buying, collecting, and chasing the things that speak to me, similar to watches, which are now my full-time career. Funny enough, I didn’t even realize I was a “car collector” until a friend pointed it out while I was griping about double-stacking cars in the garage space and finding places to park cars all over L.A.

But it’s the same with watches, right? You don’t need 100 to call it a collection—just a point of view. And in the same way, I’m drawn to the stories and design behind vintage watches. That’s why this year at Watches & Wonders, the new release of their TAG Heuer F1 hit a similar nerve. The connection between precision, history, and performance is undeniable, while also being fun and relatable. And with TAG Heuer stepping back into the spotlight, it feels like a return to something that was always supposed to be there.

The original TAG Heuer Formula 1 watches weren’t trying to be luxury items—they were fun, affordable, and approachable. A gateway into the brand. And ironically, that ethos brings us full circle. Because when you go back far enough—before the TAG, when it was just Heuer—these watches weren’t “luxury” in the modern sense. They were purpose-built tools. Gear for racers. Instruments for a job.
Take the Autavias from the ’70s—bold, overbuilt, and brilliantly functional. Even the wild colors weren’t about aesthetics; they were there to serve a purpose: visibility, legibility, utility. Somewhere along the line, though—as with most things in the luxury world—that tool watch spirit got polished, refined, and rebranded into something meant for everyone. Something shinier. Less niche. More mass.

That’s not a dig. It’s just the nature of modern luxury. Telling time today isn’t a luxury. Owning a timepiece is. The iPhone in your pocket will outpace any mechanical watch in precision, but it won’t stir your gut the way a vintage Heuer Carrera might.

In recent years, TAG Heuer has started to recalibrate—leaning back into its heritage while still pushing forward. Look at the Glassbox Carrera. As someone who’s spent years hunting down early Heuer Carreras, I can tell you: that watch felt like a real bridge between old and new. It brought collectors to the table without shutting out modern buyers.

So when TAG Heuer brought back the Formula 1 this year, it didn’t feel like just another nostalgia play. It felt intentional. It is a nod to what made the brand accessible in the first place, but done with the kind of restraint and refinement that only comes from decades of hindsight. Nine new variants, mixing materials, colors, and case treatments—but with a through-line that actually respects the original DNA. And yeah, if you look at something like the TAG Heuer Monaco Split-Seconds Chronograph F1, you’re in a completely different universe than the quirky tool watches of the past. But that contrast makes this new Formula 1 drop all the more meaningful. It’s the closest thing to a proper revival we’ve seen from TAG Heuer in a long time—and it actually gets it right.

When the new TAG Heuer Formula 1 line dropped ahead of Watches & Wonders, the internet did what it does best: jumped to conclusions. The loudest one? “They’re plastic watches.” And I’ll admit, for a second, I thought—is this TAG’s MoonSwatch moment?

Now look, I’ve got no beef with the MoonSwatch. I actually think it’s cool in its own right and plays an interesting role in the broader collecting narrative. But coming from a place of nostalgia and respect for the original ‘80s TAG Heuer F1s, I wanted more from this release—something with real substance, not just a trend-chasing collab in disguise.

Fast forward to our hands-on session at Watches & Wonders, and here’s the reality: only three out of the nine new F1s are cased in TAG’s new bio-composite material they’re calling TH-Polylight. And even then, those models feature inner steel containers and proper stainless steel casebacks. These aren’t throwaway Swatches. They’re built to wear, and wear hard.

The other six? Full stainless steel cases—solid, weighty, and finished right. The blacked-out versions get the DLC treatment, and rather than feeling like some try-hard “modern edge,” they come off as sharp, refined, and true to the spirit of the original F1s… just grown up. TAG Heuer didn’t just slap a retro logo on a polymer shell and call it a day. This isn’t nostalgia for nostalgia’s sake—it’s a proper reimagining that keeps the soul intact.

I stopped into the TAG Heuer boutique here in L.A. just to check out the new Formula 1s—and ended up walking out with one. Only three variants were available at the time, part of a staggered rollout tied to specific races across the 2025 F1 season. Honestly, I like that approach. Keeps things fresh, and it actually ties back to the racing roots in a meaningful way.
I knew what I wanted going in: the version that felt closest to the original ‘80s F1 I already had in the collection. And it had to be on the bracelet. No question.

The updated 38mm case hits a sweet spot. It’s not oversized, and it doesn’t feel dainty either. Coming from the vintage world, I lean toward sub-40mm cases anyway, but this feels modern without trying too hard. TAG Heuer could’ve gone the usual route and blown it up to 42mm—but they didn’t. And that restraint matters.

What sealed it for me was how familiar it felt. The case has been updated, sure, but the shape, the silhouette—it still feels like a Formula 1. Same with the bracelet. It’s been refined, but it holds onto the DNA of the original. It is flat, feels solid, and, most importantly, doesn’t scream, “Look at me.” So many modern reissues try to over-deliver and end up missing the point. This one doesn’t. TAG Heuer struck the balance. It just works.

And while we’re talking about what’s under the hood, I’ve got to say—I was genuinely surprised by the Solargraph movement. Normally, “solar-powered” is one of those features that feels like a throwaway. A little too “my-dad’s-Citizen” energy. But this one caught my attention.

TAG Heuer says it’ll run ten months with no light, and just two minutes of sun gets you a full day of power. Battery’s rated for 15 years. That’s not fluff—if it holds up, that’s genuinely impressive, especially in a watch at this price point. Developed with La Joux-Perret under the Citizen Group, it makes sense—they’ve been in the solar game for decades. But this feels more considered. No gimmicks. Just function.

Oh I almost forgot the lume! Im not insanely obsessed with “lume” especially coming from the vintage world where most watches use tritium, for luminous material on the dial and hands, which has typically surpassed the ability to glow, but after wearing this watch in the sun or even in a reasonably well-lit room the moment you step out of the light its very bright and impressive, another little element that puts a smile on my face!

I like the idea of opening the watch box, grabbing this thing, throwing it on, and walking out the door. No winding. No date to set. No compromise. And it doesn’t feel like I’m leaving anything on the table just because it’s solar-powered. It’s still a real watch.

And for me, that’s the point. TAG Heuer brought back something from their past without overdoing it—and somehow made it feel relevant, useful, and easy to wear. That’s a hard line to walk. But they nailed it.

Here’s the nitty-gritty—just a few things that felt like missed opportunities or head-scratchers. I’m nitpicking, sure, but these stood out to me as someone who actually bought and now owns the new TAG Heuer F1.

Rubber Strap Roadblock

You can’t buy the rubber strap on its own—it only comes with the watch via the “Strap configuration. One of the fun, quirky things about the original TAG Heuer F1s was those bold, colorful rubber straps. I’m not entirely sure, but based on the original colorways and how the straps were paired, it seems likely that they were sold with the watch, allowing you to swap in a bracelet later. Makes sense, considering the playful, vibrant theme of those early models.Fast-forward to today: with the new TAG Heuer F1 releases, you can choose the watch on either a bracelet or a rubber strap—but again, the strap isn’t sold separately. I get it. Some of these are tied to specific F1 circuits and color-matched to the race or the limited edition, so TAG likely wants to keep those details exclusive. That said, it’d be nice if they at least offered a standalone black rubber strap. The quality and design are genuinely excellent, and it’d give collectors and everyday wearers more versatility—a quick way to switch things up or lean into a sportier look.

We still using press-fit pins in the bracelet?

Why not use screws for the removable links? The bracelet itself is great—a solid, modern update that still nods to the original F1 design, which I actually really like. But just like the vintage models, it uses push pins to size the bracelet. And pardon my language, but that’s a pain in the ass.

If you’re buying online (which most people will), TAG Heuer’s official guidance is to bring it into a boutique or an authorized professional to size it. Here’s what they say:

“Dear customer, we would like to inform you this watch requires professional assistance to be made to size. In the unlikely event the watch is made to size by a non-professional, we will not be able to proceed with a refund or replacement…”

Now, as someone who works with vintage watches and has the right tools, it’s not a huge deal for me. But for most people, this turns a simple task into an unnecessary hassle—and eliminates the flexibility of adjusting it yourself down the line.

It’s an easy fix. Screws over pins. That one change would’ve made the bracelet far more user-friendly without compromising design.

The Clasp Rant You Didn’t Ask For (But I’m Gonna Give You Anyway)

Alright—this one’s deep in the nerd weeds, and I’ll fully admit it’s not a dealbreaker. But the modern TAG Heuer branding on the clasp? Total missed opportunity.

On the original F1s, the clasp had that locking closure with the old-school TAG Heuer logo debossed into the steel. It was subtle. Clean. Tactile. And every time I catch a glimpse of it on my vintage example, it makes me smile. It’s one of those small design touches that didn’t need to be loud to be good.

The new one? Laser-etched, modern font, kind of soulless. I get it—most people won’t care. And if you’re reading this thinking “who gives a shit about the clasp?”—fair enough.

But for me, that little detail was always part of the charm. It didn’t have to be “perfect.” It just had to feel right. And on this point? TAG Heuer left something on the table.

At the end of the day, I didn’t buy the new TAG Heuer F1 because it was flawless. I bought it because it meant something. Because it reminded me that watches can still be fun. That they can still surprise you. That not everything has to be rare, precious, or mechanical to be worth your time—or your money.

Are there things I’d change? Yeah, obviously. The clasp branding feels like a missed chance to nod back. The bracelet could be better engineered. And TAG, let us buy the damn rubber straps separately—come on.

But despite all that, this release hit in a way I didn’t expect. It was honest. It was thoughtful. And in a world of overbuilt reissues and hollow nostalgia plays, TAG Heuer managed to make something that felt real. Something that pulled me out of the vintage rabbit hole long enough to walk into a boutique, swipe my card, and walk out with a brand-new watch—just because I wanted to.

And that? That’s the kind of connection most modern releases don’t even try to create anymore.

So if you’re looking for something that blends nostalgia, design, and wearability—without needing to sell a kidney—the new Formula 1 starts at $1,500 and tops out around $2,150, depending on the configuration. You can buy them now at TAG Heuer boutiques or through their official site at tagheuer.com. Just be aware—some models are tied to F1 races and released in waves, so not everything is available all at once.