TAG Heuer x KithLanding page
Through the TAG Heuer x Kith collaboration, the Swiss watchmaker TAG Heuer revisits the spirit of Formula 1 from the 1990s—an era when watches were meant to be accessible, expressive, and easy to wear. In partnership with Bonhomme, a Paris-based web agency specializing in the luxury and watchmaking sectors, the brand brings this heritage to life through an immersive digital experience designed to reinterpret that retro energy in a contemporary format.
Reactivating a cultural heritage in a digital context
This collaboration isn't built on a product alone, but on a collective memory and strong visual codes. The challenge is to reactivate this 90s imagery — popular, colourful and immediate — while placing it within the current standards of luxury and watchmaking.
An art direction rooted in the codes of the 90s
The web agency Bonhomme draws, from its Paris studio, on the campaign's retro assets, notably visuals inspired by the world of drivers and Max Verstappen, to build a coherent visual narrative. Masks and typography, directly inspired by 90s posters, structure the journey and become graphic elements in their own right. Revealed as the user scrolls, the content unfolds progressively, turning the landing page into a truly immersive website, while the watches rotate to reveal their details. These mechanics strengthen engagement and invite the user to explore, transforming navigation into an active experience.
Results and impact
The landing page combines visual narrative, interactions and optimised content to offer a smooth and engaging journey. Strategically integrated animations and call-to-actions help maintain a low bounce rate and support the overall performance of the project.
By reinterpreting an iconic collaboration through an immersive digital experience, Swiss watchmaker TAG Heuer strengthens the desirability of its collection and captures a new audience receptive to cultural and retro codes.
Recognised with several international distinctions, including Awwwards and CSS Design Awards, the project illustrates the Bonhomme web agency's ability to design digital experiences where culture, design and performance meet, in service of luxury and watchmaking brands.
