Introducing the TAG Heuer X Kith Formula 1
We’ve seen a lot of collaborations making buzz recently. These collaborations have been affordable, like the the collaborations between Swatch and Omega (the MoonSwatch) and Swatch and Blancpain (the Fifty Fathoms Scuba), as well as ultra-luxury, like the Audemars Piguet X Cactus Jack Royal Oak Perpetual Calendar Openworked.
Today, TAG Heuer announced their own collaboration, that is sure to bring a lot of buzz as well as even more nostalgia. TAG Heuer is teaming up with Kith to release a very limited amount of Formula 1 pieces that harken back to the original Formula 1 released in 1986.
THE BASICS:
Brand: TAG Heuer
Model: TAG Heuer X Kith Formula 1
Case Material: Stainless steel, sanblasted steel, or arnite.
Case Size: 35mm
Water Resistance: 200m
Movement: Quartz
Strap Options: Stainless steel bracelet or rubber strap depending on model.
The Juice:
Look, I am going to be a little biased here. When I was 16 (back in the early 2000s), the Formula 1 Chronograph was one of my first luxury watch purchases. I traveled to Switzerland, having saved up to purchase a luxury timepiece. And recently, there has been a bit of a resurgence of the Formula 1, to the point where I have worn it on multiple occasions (and for the first time in years).
The Kich Formula 1 pieces are not chronographs, but they do share a lot of similarities to my old watch, including bold colors, case design, bezel and bracelet (for the stainless steel models). And I truly like what TAG Heuer and Kith have done here. They have not only released ten different models, with varying degrees of “boldness” (depending on the color), but have managed to stay pretty true to the original models released in the late 80s. Kith replacing TAG on the dial is smart, and avoids clutter. I did find it interesting that TAG, i.e. Techniques d'Avant Garde, bought Heuer in 1985, just one year prior to the release of the Formula 1. So you can think of the Formula 1 as TAG’s first big influence on TAG Heuer. The fact that the Kith Heuer’s have a notable lack of TAG branding (besides the box) is just a bit of a curiosity to me. But it makes sense from a design standpoint.
Speaking of the watch, there are 10 different variations. 7 are exclusive to Kith, 2 exclusive to TAG Heuer, and a single watch shared between the two brands. The way the brands split up the models is a little confusing, but I’ll try to distill it here.
The Kith models are limited to either 250 or 350 pieces each, and tend to be more vibrant in color. There is a black arnite model with rainbow-esque writing on the bezel, as well as an all tan model, a model with yellow case and green bezel, among many other options. All the arnite models with rubber straps are limited to 250 pieces. There are also two Kith-exclusive models with stainless steel cases, one with an eggshell dial and green bezel and the other with a white dial and blue bezel. These two watches are limited to 350 pieces each.
As I said. TAG Heuer’s exclusive models are a little more toned down. There is one variation with black PVD case, black dial, blue bezel and blue rubber strap. The other variation is has a similar black PVD case, black dial, but with green bezel and rubber strap. Each TAG Heuer exclusive piece is limited to just 825 pieces.
And oh yeah, there is a single model that will be sold by BOTH Kith and TAG Heuer. It is the most standard affair of the ten models. It is stainless steel, on steel bracelet, with eggshell dial and black bezel. This variation is limited to 1,350 pieces between the two brands.
And if the mood really strikes you, you can buy all ten variations. You get a nice big watch box that says “Kith Heuer”. I’m sure the individually models will be incredibly popular. But given that the box set will retail for $18,000 USD, I wonder what the market will look like for it. $18,000 USD on 10 quartz watches is quite the investment.
Conclusion:
Do I like this collaboration between Kith and TAG Heuer? You bet I do. Its a bit of nostalgia that I think was executed pretty well. I also am a big fan of the fact that TAG Heuer and Kith have limited this collaboration. When all is said and done, there will only be 5,700 watches sold (yes I did the math). So its not going to become an endless stream of new releases, and slightly different variations like we have seen with the MoonSwatch.
Could this be TAG Heuer testing the waters, or preparing the collecting community, for the relaunch of the “original” Formula 1 as a regular production watch? I could definitely see that. But it won’t be Kith branded, so these models will still be “special”.
Of course I would love to see an automatic movement in a “new old” Formula 1. But given the collaboration with a fashion brand, and the original being quartz, I can see why TAG Heuer chose to go this route. I would definitely purchase a piece if I could bring myself to wait in line. But of course, I don’t think thats in the cards.
How much does the TAG Heuer X Kith Formula 1 Cost?
All individual models of the TAG Heuer X Kith Formula 1 retail for $1,500 USD. The box set of all 10 retails for $18,000 USD. TAG Heuer and Kith seem to be pricing in a buyer’s premium for the complete set with special watch case. You can read more about the collaboration at TAG Heuer’s website.