Racing wasn’t the only thing down in Miami last week as the usual crowd of high-rollers descended upon the ever so slightly humid city of beach last week for the annual F1 Miami Grand Prix. Amidst the cars, the clothes – TAG Heuer had a trick up its sleeve: the unveiling of their new F1 watch – but with a twist, in collaboration with streetwear empire Kith.
Last Friday guests were shuttled to the Rubell Museum for a glitzy, star studded dinner and exhibition of the new watches. New CEO Julien Tornare as well as ex-CEO Frederic Arnault who has ascended in the LVMH family tree to CEO of LVMH Watches. Other notable attendees included Lisa from Blackpink, jeweler Greg Yuna, Mr. Wonderful from Shark Tank infamy, former football player Victor Cruz, actor Alexandra Daddarrio and basketball star Jonathan Kuminga. Old advertising campaigns from the original watch which debuted in 1986, adorned the walls reminding attendees of the rich and more importantly, fun, history of the iconic watch. Ronnie Fieg took the stage with his Tag collaborator Frederic to speak about the collaboration between the two brands, the challenges they faced merging the two identities as well as bringing a playful spin to a beloved classic.
Guests were serenaded by Justine Skye who took the stage after Ronnie and Frederic to bless the dinner crowd with some of her hit songs.
