When TAG Heuer announced the advent of its first ever connected watch in partnership with Intel and Google, the industry buzzed with anticipation while waiting to discover what was to come. But the brand that doesn’t crack under pressure did not stop there. This year, ahead of Baselworld 2017, TAG held events in Switzerland and California to unveil its first modular luxury watch, the TAG Heuer Connected Modular 45, intended to get us “ConnectedToEternity”. We joined Jean-Claude Biver, CEO of TAG Heuer & President of the LVMH Group Watch Division; Josh Walden, Senior Vice President and General Manager of the New Technology Group at Intel; and Vice President of Android Engineering at Google David Singleton, in Switzerland to be among the first to play with the ‘time tech’ piece. Say cheese!
Watch it as we lived it:
Customization at its fullest.
Among the breathtaking scenery of the highly symbolic Rütli Meadow at the heart of Switzerland, we took one look at the second generation of TAG’s connected watch and knew it would be a must have. The connected watch is a Carrera model measuring 45mm, and designed with interchangeable lugs, strap, buckle and, in particular its central module, the case. The brand offers a huge range of 56 different versions available as of the launch (11 standard models are systematically offered in store, and 45 others on request): made from satin; black ceramic; polished titanium or plated with rose gold, with or without diamonds, the entire exterior of the watch can be customized in a multitude of materials and colors as per the buyer’s taste.
The strap, made from rubber, natural leather or anthracite grey leather, titanium or ceramic, is available in 18 references. The dial on the other hand, has almost double that; 30 varied versions, all following TAG Heuer’s identity, create a pool of different faces that are interchangeable with a single swipe of the finger; colored white, black, light grey, anthracite grey; chocolate brown; navy blue or gold, with sunray finish; skeleton dial; 3 hands; GMT; a chronograph with 1, 2, or 3 counters; plus a date and day window. The OLED technology on the screens provides incredible resolution and vibrant colors, with high contrast and impressive effects. Thanks to interactive counters, up to three apps can be displayed on the dial, based on the user’s preference: the number of steps taken, calories burned, the dollar rate, free time before the next meeting etc.
A flexible heart.
In what seems to be a world first, TAG has ensured that every element of the connected module be customizable, down to the heart of the watch -which is quite an attractive added value! Owners can purchase a Swiss mechanical movement module, a 3 hands calibre 5 for example, or even the COSC certified, manufacture chronograph Tourbillon Heuer 02-T in a titanium and carbon case. This option enables the wearer to easily suit the watch’s heart to their mood, transforming the piece from connected to mechanical!
Beauty and brains!
What we liked about the watch in particular, is that it’s both ‘smart’ and good looking. It actually helps out significantly, thanks to Intel’s valuable input and technology. The built-in GPS allows the user to track journeys and sporting performance without going through a phone, as all the information gets stored in the watch. Mixing tech and water is no issue here; the timepiece is water resistant, down to 50m. Another practical aspect is the contactless payments which can be applied directly at enabled points of sale, using an NFC chip and the Android PayTM app. Smart as it is, the watch will continue to compute, display and exchange information even if the phone is off, as long as a Wi-Fi connection is active, ensuring the watch is in contact with the Cloud.
As divulged during their event in Switzerland, the brand will launch soon a new world exclusive time management experience: the unique watch display and companion app will become even smarter and capable of understanding the user’s plan for the day. A true ‘assistant’, the Connected Modular 45 will display all necessary info about meetings, tasks, calls, plans, travels and more, while adapting to the wearer’s schedule. It will even prompt you if you’re running late! So, what does time mean to you? You probably have to update your definition of it as TAG is redefining time by keeping you #ConnectedtoEternity!