Let me get this out of the way: I’m really happy the TAG Heuer Formula 1 is back.

I didn’t live through the 80s hype, but I’ve always had a soft spot for that cheerful, racing-inspired watch that didn’t take itself too seriously. And while the vintage versions always looked a bit too plasticky for me (don’t cancel me, collectors), this new one? I love it. It keeps the spirit, but finally looks like a watch I’d actually want to wear every day — and not just ironically.

TAG did a great job capturing the retro vibe without falling into the trap of making it a museum piece. The shape? Nailed it. The colors? Spot on. The energy? 10/10. Even the fact that they went solar is kind of cool. Eco-friendly, no battery changes, and still feels like a legit sports watch. So far, I’m all in.

But then — oh then — comes the price tag.

€1,850. For plastic. (Sorry: biodegradable polymer. My bad.)

Now don’t get me wrong, I get it. The materials are better. The solar movement is neat. The sapphire crystal adds points. And hey, it’s a TAG — not a cereal box giveaway. But still, when I look at this cheerful little thing and its vibe that screams “collect me all,” I can’t help but think… isn’t this watch begging to go full MoonSwatch mode?

Swatch got people queuing for plastic watches like it was the new iPhone. And TAG could’ve done the same — Formula 1 liveries, team editions, tracks of the world. Gotta catch ’em all. But instead, they priced it like it’s already on the podium with champagne in hand. Don’t get me wrong, it’s still charming. But that charm hits a little different when it costs the same as a nice night in Tokyo… for two.

Also, side note: I stumbled across the KITH collab and literally said “meh.” Which is shocking, considering I usually say YES to anything Ronnie Fieg touches — like, he could collab with a toaster and I’d ask for the colorways. So if I wasn’t excited, maybe that says something.

All jokes aside: Am I still excited? Definitely. Do I want one? Absolutely. But will I be daydreaming of a £650 version that makes me feel like I’m building a collection of pit lane champions on a budget? You bet.

Final thought? The Formula 1 is back, it looks better than ever, and deep down, I’m not rooting for this price tag. Not even close. I’ll just keep waiting (and hoping) for another Snoopy MoonSwatch livery, because at least that’s what I call funny, collectible, and budget friendly — all the things a Formula 1 watch revival should be.