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 their bezels) and five with cases in the original Arnite, in fun color combinations designed in partnership with New York-based Kith. York.
Ronnie Fieg, founder of Kith and an influential figure in today’s world of streetwear and sneakers, is also a passionate collector of vintage TAG Heuer Formula 1s. The all-plastic versions, plus two steel versions with bright blue and green bezels respectively, are exclusive to Kith; find them in New York, Miami, Los Angeles, Toronto, Hawaii, Tokyo and Paris, or on their website.
But expect to move fast, because if the MoonSwatch is any precedent, resellers will move faster, despite the fact that at $1,350, the new Formula 1s are five times the price of a MoonSwatch.
But they are rare: there are only 250 examples each of the Kith-exclusive Arnite models and 350 of the two steel Kith-exclusives. The two models with black-coated steel cases, also with green or blue bezels and straps, are exclusive to TAG Heuer stores (and will not be online) and are limited to 825 pieces each.
Finally, the version with a stainless steel case and bracelet and black bezel is shared between both brands and limited to 1,350 pieces. All models have quartz movements and 200 meter water resistance, just like the originals did. There is also, according to TAG Heuer’s press release, a box with all ten watches, although the brand has yet to confirm how and where it will be available.
In addition to featuring Kith’s “Just Us” slogan on the dial, the watches are also co-branded, with “Kith” replacing “TAG” in the watchmaker’s logo; the first time TAG Heuer has shared a watch brand, and reflective of the company’s interest in speaking to the Gen Z consumers who are meat and drink for brands like Kith.
In fact, the modern TAG Heuer, owned by luxury conglomerate LVMH since 1999, has gone through its own series of renaissances in recent years. These have included the development of its high-end connected smartwatch; the introduction of lab-grown diamonds for high-end models; attempts (ongoing but still unsuccessful) to revolutionize coil production with nanotechnology; a recent reintroduction of its long dormant glasses business; the introduction, with the help of Citizen, of solar-powered models; and multiple changes in both management and product and pricing strategy.