Kith X TAG HEUER: A Marketing Case Study

Kith and TAG HEUER payed homage to the F1 race in Miami with its latest F1 watch collection. This collaboration sparked the interest of both the watch and sneaker industries, creating a collection that no one saw coming - yet were pleasantly surprised. But how did Kith and Heuer gain the attention of millions, and what was their marketing strategy that helped them sell a collection of watches for $18,000 dollars? This marketing case study breaks down the Kith x TAG HEUER Formula 1 watch collection, its marketing campaign, and why Kith is the greatest high-fashion marketing company in 2024.

History of Kith and TAG HEUER

Kith is a sneaker & streetwear boutique founded in 2011 by Ronnie Fieg. With over 20 years in the sneaker industry, Fieg has combined his passion for sneakers with his love for designing through his creative brand. Since its founding in 2011, Fieg has gone on to open eight flagship stores that span from locations like New York City, Miami, Los Angeles, to international locations like Paris, Tokyo, and Toronto. Kith sells premium products ranging from its in-house collections to multi-brand apparel and sneakers. 

TAG HEUER was founded by Edouard Heuer in 1860. Heuer leveraged his family roots to help form his brand’s image and likeness, focusing on family leadership and technical innovation to act as the lighthouse for his direction. Heuer began selling silver pocket watches at the age of 20, and has went from making crown operated systems to one of the most prominent watch companies in the 20th and 21st centuries. Today, TAG HEUER is known as the premier watch of sports, particularly racing, for its accuracy and precision.

Kith & TAG HEUER's F1 Collection

Kith and TAG HEUER’s newest collection featured ten of Heuer’s F1 watch infused with Kith’s branding and storytelling. Eight of the ten watches represent Kith’s eight flagship stores from around the world, with each drawing inspiration from the store’s location. For example, the green bezzle resembles the green wall that is in Kith’s flagship store in Paris. The sand colorway represents the bright, beautiful beaches near Kith’s Miami location. Finally, the blacked out F1 represents Kith’s first flagship in the concrete jungle, New York City, and displays Kith’s color palate within the watch’s timestamps. The other two watches represent a TAG HEUER exclusive watch, and the final watch pays homage to the first F1 watch Ronnie Fieg received when he was younger. 

Watches were available to purchase on TAG HEUER and raffled off on Kith’s mobile app. However, should you wish not to pay $1,500 dollars on a single watch, Kith raffled off an exclusive package that included the entire 10-piece set for $18,000 dollars. Only 75 boxes were made, and were showcased on Ronnie Fieg’s Instagram.

Kith's Ultra-Successful Marketing Campaign

This marketing campaign truly went above and beyond its high expectations, and delivered one of the greatest campaigns that Kith has ever created. But what attributed to this massively successful campaign? Let’s take a closer look:

- Leveraged F1 Miami Event: For such a strong tie to the F1 industry, this watch was a MUST-ADVERTISE when it came to the latest race in Miami on May 5. With over 3 million viewers watching the race in-person or on television, launching this collection on this day created a win-win scenario for both Kith and Formula 1 fans. Those who follow Kith were more likely to watch the race that weekend, and F1 fans, who are naturally curious, were sure to check out the latest collection between Heuer and Kith.

- Influencer Marketing: Kith and Heuer promoted its latest watch campaign by including F1 racer, Max Verstappen, in their marketing deliverables and advertisements. As this was the prominent influencer for this collection, Kith and Heuer utilized the ‘sniper’ marketing method to extend its brand towards newer audiences. Fortunately, this tactic worked, as the collaboration went beyond customers’ wrists and onto the race track when an F1 car had Kith and Heuer’s shared logo near the front of the vehicle.

- Upheld Personal Brand Image & Likeness: Kith not only reflects Heuer’s family-oriented brand image, but also has the aura of exclusivity within its in-house product line. Nearly every Kith collaboration has been exclusive to the public, with most collections selling for more on the after market. Kith extended this messaging by not only creating a small supply of the individual watches, but also showcasing its ultra-rare 1 of 75 Heuer F1 watch set. Moreover, Kith’s loyalty to its original brand image played a significant role in this campaign’s success.

- Unparalleled Storytelling: Ronnie Fieg and Kith have been able to grow into eight flagship stores because of Fieg’s unparalleled storytelling skills. This watch collection would not have sold if Fieg and Heuer didn’t attach a story to the watches. The reason why this campaign was head and shoulders above Kith’s prior campaigns was because each, individual watch had its own story for why it was made. Not only did they represent a particular store, but they also resembled each location’s environment and heritage within the watch. More of this is displayed within Fieg’s instagram video and YouTube video, which showcase the reasoning behind the collection’s design. Stories create a stronger value and significance, and is the biggest reason why Kith and Heuer’s collaboration is unlike anything we have ever seen.

The Final Touch

It’s no surprise that this marketing campaign delivered a masterclass on full display, but there is one minor adjustment that Kith and TAG HEUER should consider if they wish to perfect their marketing efforts.

- Holding Private Events: Because their collection is closely tied to the F1 race in Miami, Kith and TAG HEUER could have leveraged a private event for its friends and family to celebrate their latest project. This not only extends the family-oriented and exclusive brand image, but also promotes the collection to another audience that may not have known otherwise. Fieg could invite potential customers that are interested in watches and see if they had any interest in purchasing the 10-piece set. Yes, this is more of a sales strategy, but even if the invited guests didn’t wish to purchase the set, there is high likelihood that one of their connections would - and sometimes that is all you need.

Conclusion