Concessions to modernity include sapphire crystal instead of plastic for the dial cover of these new models and high-quality rubber straps instead of the old plastic. The range includes five versions with stainless steel cases (two of which have black PVD coatings to match the bezels) and five with original Arnite cases in fun color combinations designed in collaboration with New York-based Kith .
Ronnie Fieg, the founder of Kith and an influential figure in today’s streetwear and sneaker world, is also an avid collector of vintage Tag Heuer Formula 1 models. The all-plastic versions, as well as two steel versions with bright blue and green bezels respectively, are available exclusively from Kith – you can find them in New York, Miami, Los Angeles, Toronto, Hawaii, Tokyo and Paris or on the Kith website.
But expect to act quickly, because if the MoonSwatch sets a precedent, the scalpers will act faster – despite the fact that the new Formula 1 models are five times more expensive than a MoonSwatch at $1,350.
But they are rare: there are only 250 copies of the exclusive Kith Arnite models and 350 of the two exclusive Kith steel models. The two models with black-coated steel cases, also with green or blue bezels and bracelets, are available exclusively in TAG Heuer stores (and not available online) and are limited to 825 pieces each.
Finally, the version with a stainless steel case and bracelet as well as a black bezel is shared by both brands and is limited to 1,350 pieces. Like the originals, all models have quartz movements and a water resistance of 200 meters. According to TAG Heuer’s press release, there is also a boxed set containing all ten watches, but the brand has yet to confirm how and where it will be available.
In addition to featuring Kith’s slogan “Just Us” on the dial, the watches are also co-branded, with “Kith” replacing “TAG” in the watchmaker’s logo – the first time TAG Heuer has ever featured a watch with one Co-branded, reflecting the company’s desire to appeal to Generation Z consumers who prefer meat and beverages from brands like Kith.
In fact, the modern TAG Heuer, which has been owned by the luxury group LVMH since 1999, has experienced a series of rebirths in recent years. This included the development of its high-end Connected smartwatch; the introduction of lab-grown diamonds for high-end models; (ongoing but so far unsuccessful) attempts to revolutionize hairspring production through nanotechnology; a recent relaunch of his long-dormant eyewear business; the introduction of solar-powered models with Citizens’ help; and several changes in both management and product and pricing strategy.