Since Kith is such an influential brand, I get the collaboration. It helps to amplify TH’s cool factor.
But if I’m ever in the cafeteria at La Chaux-de-Fonds, I’d beg them to do true loyalist fan collaboration at some point. The fact that there was ever a C11 Siffert is remarkable. All the high profile collaborations are surely effective in building brand hype and that's a good thing from a business standpoint, so I get it.
But this group right here is as passionate a fan base as I’ve ever seen. We’re like sports fans when it comes to TH/Heuer. I secretly wish, however, that there was a loyalist fan convention in Switzerland, London, or New York for some sort of better 2-way brand experience -- who knows what would start brewing out of such an event....
Fantasy aside -- the reality is the company makes stuff and we either buy or don't buy it.