2024 KITH Heuer Formula 1 re-issue quartz watches

Mspeedster

It's inevitable, the originals were already hated by many in the watch community. No matter what TAG Heuer did with a re-release, there would be those who will bash it.

OTOH, for those who really internalize what TAG Heuer has done with KITH, it may actually be a brilliant move. This guy explains in-depth why he thinks TAG x KITH got it right.

I'll summarize for those without the patience to watch his long and often interrupted video, which was live streamed and unedited.
- Footwear & Streetwear is big business, much bigger than the watch industry, in terms of awareness or "eyes" as he calls it.
- Within that demo, Ronnie Fieg is an icon and KITH is super popular. All of his collabs go for way over retail on the secondhand market.
- TAG wins by getting their brand awareness into that demographic, by KITH opening the door for them. KITH wins because most of TAG Heuer's customer base has never heard of KITH and will bring them new clientele. (True for me, I plan to visit a KITH store this weekend.)
- They both win because F1 is very popular and retro '80s & '90s culture is cool again.
- The price is right. This is not a Swatch, it's a true TAG Heuer. If TAG can sellout a plastic watch for $1500, which they will surely do, more power to TAG.

So for TAG x KITH, I personally believe it's a very smart partnership. The watch itself is as true to the original F1 as can be (except for the logo). The modern updates make it even nicer.

Having said that, the KITH-Heuer branding and KITH culture feels so out of place to traditional fans of the OG. Which is why it also feels like a slap in the face. A great partnership (and likely big success) for TAG x KITH, but not so much for many of us.

But at the end of the day, if all the hype - good & bad, drives more sales for TAG Heuer, it's a win.

bpsmith

This is bang on.

Aquagraph

Jesus, you must have really wanted to watch that one. I tried, but after about the third interruption I gave up.

Jemagloh

Congrats, @Jeff Stein. If I recall correctly, you may be the first on the forum?

Anthony.R

That said I am on the drawing list for a Hawaii model. My chances are close to zero getting it though.

Hubert

I may have been the first one to enter the Kith drawing for three, but who's counting. 😉

Anthony.R

I just left the Melbourne Boutique.
They had Green and Blue models available but only 2 of each left. The bracelet shared model is sold out throughout Australia.
By end if day they will be all sold. 20% of the 1350 pieces were sent to Australia.

I compared the new models to my old f1 and I honestly prefer the old. That said I am on the drawing list for a Hawaii model. My chances are close to zero getting it though.

Most of Asia Pacific region is fully sold out of allocation.

Pumpupthejam

Looking at how many they gave away to the brand ambassadors and influencers that also might explain why Tag boutiques are sold out. Not many pieces left to the general public.

The watches being already in stock and available on StockX which is a resell platform confirms me that everyone buying them is simply here for that, dreaming about profit.

Mspeedster

Alexandra was at the launch! 😁

Also, Lisa from Blackpink. Frédéric's rumored girlfriend. First time I've seen a TAG on her wrist, oh wait, it's not a TAG. It's a KITH Heuer.

Anthony.R

Most of those watches you see on the wrist are all returned after the event. Just the top end Ambassadors may end up with one.

Jim Dollares

Interesting. Does that mean that those same pre-owned watches are delievered as brand new to customers or do they bin them after these luxury events?

Pumpupthejam

Funny to see though that they don’t even make the watches running. Or maybe when you’re an ambassador time is running very slow