Dear IWS friends, welcome back to our magazine. Today I am going to tell you about the latest collaboration launched by Tag Heuer with the iconic clothing and retail brand KITH. Yet, I am not talking about just any collaboration. In fact, the two entities have come together with the mission of reviving an undisputed watchmaking icon of the 1980s, the first series of Tag Heuer’s Formula 1 collection.
The Teaser
A few days before the launch, a collaborative post appeared on Tag Heuer and KITH’s Instagram profile depicting the image you can see above. A dial with the iconic TAG Heuer logo with a very important change; instead of “TAG,” we find in fact written “KITH.” This was enough to send fans and collectors into a frenzy and kick off speculation.
A further hint of something, actually, was given to us some time earlier when on Hodinkee channels, Ben Clymer himself interviewed KITH founder Ronnie Fieg. Today, a few days after these first teasers we finally find out together what the result of this fantastic collaboration is.
TAG Heuer Formula 1 KITH
The result of this collaboration are 10 fun and colorful limited-edition watches, the result of very careful research conducted by TAG Heuer and a playful and disruptive design inherited from the original TAG Heuer Formula 1 watches of the 1980s but enriched by the creative personality of designer and entrepreneur Ronnie Fieg.
If you are wondering why this collaboration is happening, I will tell you right now. Like many of the relationships that happen in watchmaking, it is a perfect blend of passion, memories, and creativity. The revival of the Formula 1 is a return to the roots for a great many watchmaking and brand enthusiasts who had this very watch as the first watch in their primordial “collection.”
This is exactly the story of Ronnie Fieg, who with the first Formula 1 series was first able to wear something that represented his creative identity and began his passion for such a wonderful world as watchmaking.
Each of the 10 watches presented for the occasion retains all the distinctive features of the first Formula 1 series from 1986. In particular, TAG Heuer’s department researched the original company that produced the cases and also recovered the original mold used specifically for the watches from the 1980s.
TAG Heuer and KITH, in addition to recovering the legacy and staying true to the original, have tried to transport the new Formula 1 into modernity through the use of more modern materials and also thanks to some aesthetic goodies that increase the collectability of these models.
First, the arnite case, although faithfully reproduced in shape, has been reduced to 35 mm in diameter to make the watch more wearable and easy to wear.
The plastic glass that topped the dial has been replaced by a more durable and modern sapphire crystal. The plastic strap has also been replaced by a higher-performance rubber strap.
On the dial, the indexes and spheres have been enhanced with Super-LumiNova to ensure readability in all conditions.
Ronnie Fieg’s creative flair is immediately visible in each of the watches presented. On the dial, the TAG Heuer logo, never changed for any collaboration throughout the company’s history, sees the name “KITH” appear in place of the word “TAG.” At 6 o’clock we find the inscription “Just Us,” also a reference to the KITH company and Ronnie Fieg, who uses this motto to refer to KITH’s circle of friends and partners.
Finally, each of the 10 color variants were specially designed by Ronnie Fieg and TAG Heuer to maintain the playful and disruptive character of these fantastic watches.
Turning the watches over, the case back is decorated with the engraving of the “KITH HEUER” logo, the limited edition number and the inscription “KITH & KIN.” Each of the watches is powered by a quartz movement, exactly like the first Formula 1.
Each of the new Formula 1s has a water resistance of 200 m.
Price and Availability
The result of the collaboration between Tag Heuer and KITH are a total of 10 watches. Of these, seven will be sold exclusively by KITH. Five, with rubber straps will be limited to 250 pieces, two with steel bracelets will be limited to 350 pieces.
The third and final watch in the series with a steel bracelet will be sold jointly by TAG Heuer and KITH, and 1,350 pieces will be produced.
Finally, TAG Heuer has two remaining exclusive models, limited to 825 pieces each.
The price for each of the 10 models is 1,500.00 CHF, corresponding to about 1,500.00 EURO.
Once we’ve analyzed the details that each of the 10 watches has in common, let’s explore together each of the 10 variants of this collaboration.
TAG Heuer Formula 1 | KITH Shared Model
The first watch in the collection features a steel case equipped with an integrated bracelet of the same material. On the case we find a black arnite bezel with white and red inserts.
The cream-colored dial features red minute track, black hour markers-except for 6, 9, and 12-and KITH HEUER logo in the original TAG Heuer logo colors.
The watch will be jointly marketed by KITH and Heuer and produced in 1,350 units. The price will be CHF1,500.00.
TAG Heuer Formula 1 | KITH TAG Heuer Exclusive
Tag Heuer will exclusively sell two models in the series. Both models feature a black arnite case and a black dial with white details.
However, one of the two models features a bright green used for the bezel, strap, and chapter ring, while all these elements are blue in the other model.
Both versions will be priced at CHF 1,500.00 and will be produced in 825 units each.
TAG Heuer Formula 1 | KITH Sold Exclusively by KITH
TAG Heuer Formula 1 | KITH Miami
The first watch exclusively for KITH is inspired by Miami. The main color is this very light powder pink that features every element of the watch from the dial to the arnite case to the bezel and rubber strap.
The indexes remain white while gray was chosen for the scale on the bezel to echo the steel crown.
Gli indici rimangono bianchi, mentre per la scala della lunetta è stato scelto il grigio, che riprende la corona d’acciaio.
TAG HEUER FORMULA 1 | Kith Toronto
For the Toronto edition, Ronnie Fieg went all in on the contrast between the black arnite case and a fun bright yellow that we find on both the dial and the strap.
This model will also be produced in 250 pieces, sold exclusively by KITH at a price of 1,500.00 CHF.
TAG HEUER FORMULA 1 | New York
The New York-inspired model takes on a total black look for the city that never sleeps. The strap, case, bezel, even the hour markers and seconds sphere are black. The dial takes on a dark gray color, while the chapter ring and scale follow a very light pastel color pattern.
The New York will also be produced in 250 pieces, sold exclusively by KITH at a price of 1,500.00 CHF.
TAG HEUER FORMULA 1 | Kith Tokyo
When we think of Japan, no other colors come to mind but white and red. For this model inspired by the city of the Rising Sun, TAG Heuer and KITH stay true to tradition by opting for a red case and strap and white dial with red chapter ring.
The Tokyo will be sold exclusively by KITH at a price of 1,500.00 CHF. Only 250 pieces will be produced for this model as well.
TAG HEUER FORMULA 1 | Kith Hawaii
For the tropical paradise, we find a mix of strong colors that best encapsulate all that these wonderful islands have to offer. The green of the vegetation, the blue of the sea, the yellow of the sun … and the red?
Well we don’t know what exactly it refers to but it could be a reference to Hawaii’s famous red salt!
250 pieces will also be produced for this model, which is sold exclusively by KITH at a price of 1,500.00 CHF.
TAG HEUER FORMULA 1 | Kith Paris
As a tribute to Paris, Tag Heuer and KITH opted for one of three models with an integrated bracelet. Here the arnite case is replaced by a steel one, the same material used for the 5-link bracelet.
The green arnite bezel is decorated the “5”, “10” and “15” inserts in red, echoing the TAG Heuer logo. This watch is the second and last of the 10 to have the original colors in the TAG Heuer logo.
This model will also be produced in 250 pieces, sold exclusively by KITH at a price of 1,500.00 CHF.
TAG HEUER FORMULA 1 | Kith Los Angeles
The Los Angeles edition is very similar to the Paris edition. Here, too, we find steel in both the case and bracelet. The color pattern is also similar with alternating light and dark between the bezel, minute ring and center of the dial.
The only difference is that instead of green we find blue, while we have white instead of cream. The “KITH HEUER” logo is also affected by this change. In fact, the green background of the KITH lettering has been changed to a dark blue.
The Los Angeles will be sold exclusively by KITH at a price of 1,500.00 CHF. Only 250 pieces will be produced for this model as well.
The Complete Set
If that were not enough, the actors in the collaboration have decided to offer their customers 75 complete sets of the 10 watches with special box. The list price for these collectible sets is CHF 18,000.00.
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