TAG Heuer Revives the Iconic Formula 1 Watch in Collaboration with Kith
Blending Nostalgia with Modern Upgrades
In a nod to the past while embracing the present, TAG Heuer has unveiled a revamped collection of its beloved Formula 1 watches. These updated models feature sapphire crystal dial coverings, replacing the plastic of yesteryear, and high-grade rubber straps in lieu of the original plastic ones. The lineup boasts five versions with stainless steel cases, two of which are adorned with black PVD coatings to complement their bezels, and five showcasing cases crafted from the classic Arnite material in vibrant colorways, a result of a partnership with the renowned New York-based brand, Kith.
Kith Exclusives: A Collector’s Dream
Ronnie Fieg, the visionary founder of Kith and a prominent figure in the contemporary streetwear and sneaker scene, is also an avid collector of vintage TAG Heuer Formula 1 timepieces. The all-plastic versions, along with two steel models featuring striking blue and green bezels, are exclusively available at Kith locations in New York, Miami, Los Angeles, Toronto, Hawaii, Tokyo, and Paris, as well as on their official website. However, enthusiasts must act swiftly, as these limited-edition pieces are expected to be highly sought-after, despite their $1,350 price tag, which is five times that of the popular MoonSwatch.
Limited Quantities and Exclusive Availability
Scarcity is the name of the game with these reissued Formula 1 watches. The Kith-exclusive all-Arnite models are limited to a mere 250 pieces each, while the two steel Kith exclusives are capped at 350 units. The black-coated steel case versions, sporting either green or blue bezels and straps, are exclusively available at TAG Heuer stores (not online) and are restricted to 825 pieces each. Lastly, the stainless steel case and bracelet model with a black bezel is a shared release between both brands, with only 1,350 pieces produced. All models are equipped with quartz movements and boast an impressive 200-meter water resistance, staying true to the original specifications.
Co-Branding and Appealing to a New Generation
In an unprecedented move, TAG Heuer has allowed co-branding on these watches, with “Kith” replacing “TAG” in the watchmaker’s logo. This decision reflects the company’s desire to connect with Gen Z consumers, who are the core audience for brands like Kith. The watches also feature Kith’s ”Just Us” slogan on the dial, further emphasizing the collaboration.
Indeed, modern TAG Heuer, owned by LVMH, the luxury conglomerate, since 1999, has been going through its own series of rebirths in recent years.
These rebirths include the development of the high-end “Heuer 02” movement for premium models, ongoing attempts to revolutionize hairspring production using nano-technology, the recent relaunch of its dormant eyewear business, the introduction of solar-powered models in collaboration with Citizen, and various changes in management, product, and pricing strategies.
Availability and Online Purchasing
With just under 5,000 watches available across the 10 limited editions, the revamped Formula 1 collection is set to generate significant buzz among collectors and enthusiasts. Unlike the MoonSwatch, some of these models will be available for purchase online, making them more accessible to a wider audience.
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Just when you thought your watch collection was complete, TAG Heuer and Kith drop this must-have piece!