I can forgive the Swatch Group for creating the MoonSwatches, even though they have created a frenzy among genuine consumers and scalpers. Even at their current retail price (AU$435 – $500), some would argue they are still overpriced, but here we are.

Well guess what, now the LVMH conglomerate has jumped into a collaboration between their TAG Heuer brand and the fashion lifestyle/streetwear brand (and the kings of collaboration), KITH. If you haven’t heard of KITH, then you are not alone. Just think overpriced and overhyped streetwear. We all know where this is going.

This TAG and KITH collaboration has culminated in reviving one of the biggest selling watches for TAG Heuer in the 90s, their very colourful and cheery Formula 1 watch series. Fast forward to 2024, and now the marriage of TAG and Ronnie Fieg’s KITH has produced the TAG Heuer Formula 1 x Kith watch collection – comprising 10 colourful and cheery watches. Don’t get too excited though, as these watches have been deemed “limited editions”, so they come with a ridiculous price-tag to boot. At US$1,500 (that’s $2,300 in Aussie Dollars!), you would have to be a huge TH and KITH superfan with money to burn to part with that kind of cash for what is essentially a sub AU$400 watch.

Don’t get me wrong, these look cool, but not AU$2,300 cool. The sad fact is, these will sell out, so LVMH (and KITH) will be laughing all the way to the bank. Here is a tip, hit eBay and grab an original vintage TAG Heuer Formula 1 watch from the 90s for under AU$400 and pocket the AU$1900+ saving!