To be fair they did position this more as a relaunch of a classic (using the old supplier for case manufacturing) and Fieg as promo given its the piece that ignited his collecting. I do think the case size and design make for perfect summer casual watches.
That said, price is an absolute rip off designed for hype beasts. Hard not to miss the irony in Fieg’s story that the Formula 1 was an affordable way into watches yet because of Kith branding they’re asking $1,500+ for a plastic case (and strap now) and quartz movement