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Tag: tag heuer

  • Swatch Drops Three New Earth-Based MoonSwatches (We Want Two Of Them)

    Swatch Drops Three New Earth-Based MoonSwatches (We Want Two Of Them)

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    Less than three months after the launch of the Snoopy MoonSwatch, Swatch has this morning dropped not one but three new models, this time all based on our home planet.

    The new watches, according to Swatch, have been inspired by the fact that “all throughout history, people have wondered what the world looks like from above”.

    Mission on Earth Lava takes its bright red hue from volcanic molten rock, with the chronograph seconds hand in orange, as a nod to the Omega 1968 Speedmaster Moonwatch “Ultraman” model.

    Mission on Earth Polar Lights is vivid, almost neon turquoise representing the Aurora Borealis—the natural phenomenon where charged particles from the sun interact with molecules in the Earth’s upper atmosphere to produce the signature light show. Its dark blue dial has tiny silver-colored flecks inspired by aventurine glass dials, something of a trend in watchmaking right now. The distribution of these flakes is different on every model.

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    The bright red Mission on Earth Lava boasts a chrono seconds hand in orange, as a nod to the Omega 1968 Speedmaster Moonwatch “Ultraman”.

    Photograph: Courtesy of

    Mission on Earth Desert is the least striking of the three, as its beige tone is supposed to evoke the seas of sand on the planet’s surface. The key hook for Swatch is that all three natural phenomena can be seen clearly from space.

    The news comes right after TAG Heuer released a revamped F1 watch, which some consider to be its reply to the MoonSwatch, despite it costing $1,350, considerably more than Swatch’s offering. TAG’s Formula 1, which appeared in 1986, was at the time viewed as the brand’s answer to the cheap, original Swatch which had revolutionized the market three years earlier—but boasting a much higher spec.

    The reborn TAG Heuer Formula 1 | Kith is a limited-edition collaboration with Kith, which marks the first time TAG Heuer has ever co-branded a watch dial. Featuring Kith’s “Just Us” slogan on the dial, it’s a clear nod to the watch company’s keenness to engage with Gen Z consumers.

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  • TAG Heuer Kith Formula 1 Watch 2024: Prices, Specs, Availability

    TAG Heuer Kith Formula 1 Watch 2024: Prices, Specs, Availability

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    Concessions to modernity include sapphire crystal instead of plastic for the dial covering on these new models, and high-grade rubber straps instead of the plastic of old. The range includes five versions with stainless steel cases (two of which have black PVD coatings to match their bezels), and five featuring cases in the original Arnite, in fun colorways designed in partnership with New York-based Kith.

    Ronnie Fieg, Kith’s founder and an influential figure in today’s streetwear and sneaker world, 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 its website.

    But expect to move fast, because if the MoonSwatch is any precedent, the scalpers will move faster—notwithstanding 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 all-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 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 feature quartz movements and 200-meter water resistance, just as the originals did. There is also, according to TAG Heuer’s press release, a boxed set featuring all ten watches, though the brand has yet to confirm how and where it is available.

    As well as 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 ever co-branded a watch, and reflective of the company’s keenness to speak to the Gen Z consumers that are meat and drink to brands like Kith.

    Indeed, modern TAG Heuer, owned by LVMH, the luxury conglomerate, since 1999, has been going through its own series of rebirths 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 as yet unsuccessful) to revolutionize hairspring production with nano-technology; a recent reintroduction of its long-dormant eyewear business; the introduction, with Citizen’s help, of solar-powered models; and multiple changes in both management, product and pricing strategy.

    TAG Heuer F1 watches

    Just under 5,000 watches will be available in total from this pimped F1 reissue, spread across 10 limited editions. However, unlike the MoonSwatch, some will be available online.

    Photograph: TAG Heuer

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