2024 KITH Heuer Formula 1 re-issue quartz watches

Mspeedster
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Anthony. Anthony.
38mm F1 coming in 2025.
Non Kith. 😀
Back on page 21, I posted about this GQ article: https://www.gq-magazine.co.uk/article/tag-heuer-formula-1-kith-2024

In the article, Julien gave a strong clue about TAG's plans beyond the KITH release.
--
“The relaunch of this watch in its original form will set the tone for a bigger revamp of the TAG Heuer Formula 1 collection in the years to come,” adds Julien Tornare, TAG Heuer’s new CEO. “It has a very strong connection to many people and this relaunch and collaboration is more fun, energetic, and daring than ever.”
--

Surely this rumored 2025 reinterpretation of the OG F1 is what Julien was referring to. In addition to the larger 38mm case size (and assumed DLC steel case), I'm hoping that the colored bezel is upgraded to carbon or something better than the plastic used on the OG's bezel. Since this carries the modern TAG logo, I also suspect the dials might be slightly different from the OG/KITH models.

McBeardy McBeardy
Probably released to run in line with TH replace Rolex as F1s sponsers.
Indeed. It will be a full circle moment, since the last time TAG Heuer sponsored F1 was during the era of the OG F1.
 
Pumpupthejam
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Will be interesting to see what retail price they’ll decide to go for. Everyone agreed that the Kith collab was way overpriced. Let’s see in a few weeks/months
 
bpsmith
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Pumpupthejam Pumpupthejam
Will be interesting to see what retail price they’ll decide to go for. Everyone agreed that the Kith collab was way overpriced. Let’s see in a few weeks/months
The Kith release will no doubt have been used as a gauge for what pricing the market will accept. Being as though those sold out, there is little doubt that these will be priced very similarly.
 
mattp
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I wonder if Mr. Kith is going to give up its exclusivity. Prices probably slightly lower?
 
Aquagraph
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Well, the Kith release showed them that there's a market for the watches, and making them 38mm should increase that market (I would certainly be interested in one at 38mm where I was not at 35mm). But it all depends who the target market is. Are they aiming them at new customers, as an entry level (say £900-1000) watch, or are they aiming them at people like us, in which case I would say probably more like the Kith prices...

And are they aiming to sell thousands of them or 2-3,000 of each one?

My guess is they won't be limited but they will only be available in boutiques to start with, to try and maximise the 'exclusivity' appeal. I just don't think the current market is ripe for another Moonswatch style pile on.
 
Anthony.
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Aquagraph Aquagraph
Well, the Kith release showed them that there's a market for the watches, and making them 38mm should increase that market (I would certainly be interested in one at 38mm where I was not at 35mm). But it all depends who the target market is. Are they aiming them at new customers, as an entry level (say £900-1000) watch, or are they aiming them at people like us, in which case I would say probably more like the Kith prices...

And are they aiming to sell thousands of them or 2-3,000 of each one?

My guess is they won't be limited but they will only be available in boutiques to start with, to try and maximise the 'exclusivity' appeal. I just don't think the current market is ripe for another Moonswatch style pile on.
They will be in the core collection. Not special or Limited numbers.
 
mattp
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So they also have the mold of this chrono (37mm) available and are they turning it into a 3 hander?


IMG_8293.png
 
Jeff Stein
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With all the discussion a few months ago about the fact that "KITH" had taken the place of "TAG" on the Formula 1 watches produced in TAG Heuer x Kith collaboration, I had to laugh when I saw this Oreo x Coca-Cola collaboration, at a local grocery store. Yes, it's a limited edition; and yes, it's priced at a premium to the standard Oreos; and yes, there is also a version of Coke Zero with an Oreo flavoring. So it was a very far-ranging collaboration!!

I imagine that Mondelez (owner of the Oreo brand) was happy to have the most widely recognized logo in the world replace the Oreo logo, at least on one side of the cookie. You can see that one side of the sandwich retains the traditional Oreo marking.

Jeff

OREO_Coca-Cola_A.webp
 
Hubert
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Jeff Stein Jeff Stein
With all the discussion a few months ago about the fact that "KITH" had taken the place of "TAG" on the Formula 1 watches produced in TAG Heuer x Kith collaboration, I had to laugh when I saw this Oreo x Coca-Cola collaboration, at a local grocery store. Yes, it's a limited edition; and yes, it's priced at a premium to the standard Oreos; and yes, there is also a version of Coke Zero with an Oreo flavoring. So it was a very far-ranging collaboration!!

I imagine that Mondelez (owner of the Oreo brand) was happy to have the most widely recognized logo in the world replace the Oreo logo, at least on one side of the cookie. You can see that one side of the sandwich retains the traditional Oreo marking.

Jeff

OREO_Coca-Cola_A.webp
Did you end up try them?

Here's another collaboration with fashion brand Supreme that also exemplifies your point.
1730954011174.webp
 
Jeff Stein
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Hubert Hubert
Did you end up try them?

Here's another collaboration with fashion brand Supreme that also exemplifies your point.
1730954011174.webp
Yes, I bought a pack, but haven't opened them yet. I need to complete the photoshoot, before digging into them.

Here's a good analysis of Oreos' collaboration strategy -- https://www.modernretail.co/marketing/inside-oreos-limited-edition-product-strategy/

And the key passage --

Oreo is counting on limited-edition cookies like its Coca-Cola flavor to drive new customers to the snack aisle.

Oreo sees limited-edition products as a way to expand beyond its usual customer base. In fact, 28% of people who buy limited-edition Oreos don’t buy regular Oreos, Rachel Lawson, director of shopper marketing at Mondelēz International, Oreo’s parent company, told Modern Retail. What’s more, between 15% and 17% of people who bought Oreo’s Space Dunk edition at grocery stores in February hadn’t purchased an Oreo at those locations in more than two years.

Limited-edition Oreos are a key part of the brand’s customer acquisition strategy, as well as its sales playbook. Though Oreo sells more regular Oreos than limited-edition Oreos, it sees a jump in demand for its core flavors when it has a splashy new SKU. “In a way, limited edition is an opportunity to remind shoppers about Oreo in general,” Lawson said. “The limited edition is a stopping power, but the intention is for you to buy an Oreo.”

Interesting stuff!!

Jeff


 
bpsmith
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The difference here is that they kept their full brand name clearly on the packet and on one side of the product too. That side being in the exact form you would find their product under normal circumstances. Perfect example of how it’s done.

Kith completely replaced TAG on the dial and it was nowhere to be seen.

I don’t see Oreo releasing a version of this without their full brand name showing anywhere on packet or on product.

As they state, their clear aim is to boost sales and to entice people to their product once the LE’s are gone. Difficult if they removed their brand.
 
Hubert
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bpsmith bpsmith
The difference here is that they kept their full brand name clearly on the packet and on one side of the product too. That side being in the exact form you would find their product under normal circumstances. Perfect example of how it’s done.

Kith completely replaced TAG on the dial and it was nowhere to be seen.

I don’t see Oreo releasing a version of this without their full brand name showing anywhere on packet or on product.

As they state, their clear aim is to boost sales and to entice people to their product once the LE’s are gone. Difficult if they removed their brand.
While technically true, I don't think there is any buyer that didn't already know that these are TAG Heuer watches in collaboration with KITH.
 
bpsmith
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Hubert Hubert
While technically true, I don't think there is any buyer that didn't already know that these are TAG Heuer watches in collaboration with KITH.
Whilst I agree that most probably did know, I reckon there are a reasonable amount of the Kith demographic who would have actually heard of TAG but not Heuer. There are also a number of them who would buy any hype product with Kith on, regardless of knowing or caring who the collab was with.
 
Jeff Stein
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Hubert Hubert
While technically true, I don't think there is any buyer that didn't already know that these are TAG Heuer watches in collaboration with KITH.
The fact that you walked into a TAG Heuer boutique to buy the watches was a pretty good indication that TAG Heuer was involved in the collaboration. And when you opened the box, you were greeted with a pretty big "TAG Heuer".

In my local grocery store, the Coca-Cola x Oreo display is positioned in the middle of the soda aisle, not in the cookie aisle. Oreo is trying to attract the Coca-Cola buyers, more than the traditional Oreo buyers, who would already be browsing the cookie aisle.

In my local TAG Heuer boutique, the Kith display was positioned in the middle of the TAG Heuer displays, not at the front of the store. TAG Heuer was trying to attract Kith buyers, more than the traditional TAG Heuer buyers, who would already be visiting the store.

The watch industry has recognized this collaboration as a huge win for TAG Heuer (and Kith). Perhaps this forum is the only place where the success of the collaboration is still being debated.

Jeff
Edited:
 
bpsmith
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Except not all of the watches were sold from within those TAG Heuer boutiques. The blissfully unaware Kith buyers will have bought from Kith stores.

Anyway, more importantly, are those Coca Coleo’s de facto sold out yet? 😊
Edited:
 
Aquagraph
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Jeff: "The watch industry has recognized this collaboration as a huge win for TAG Heuer (and Kith). Perhaps this forum is the only place where the success of the collaboration is still being debated."

It is undoubtedly a commercial 'success', but that doesn't mean I have to like it or approve of the decision to take TAG off the watch. At first I hated it, then I softened on it, now I hate it again. The watches are mostly fine, but I don't like the logo on there and I really don't like the 'Just Us' script on there either - but okay, this is Kith's thing. Equally skeletonised Carreras were/are a huge success for TAG Heuer, but it doesn't mean everyone has to like them or approve of them being that some consider them a desecration of Jack Heuer's original concept.

But never mind, new bigger F1s on the way with Solargraph movements, so a better option will soon be available for those of us who didn't get on board with the Kith ones.
 
bpsmith
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I am looking forward to seeing a modern sized version with TAG Heuer on the dial and a Solargraph movement.

Now that will be something to celebrate. If done right, that would be a win for TAG Heuer, rather than a win for Kith.

I definitely don’t want to see a biscuit shaped bezel with Oreo Heuer on the dial, that’s for sure. 😂
 
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