TAG Heuer aims to dominate luxury smartwatch sector

Man using smart phone and standing by the christmas tree

Luxury Swiss watchmaker TAG Heuer has unveiled the second generation of its connected watch, which it expects to grow its marketshare among the high end sector.

Made from satin or polished grade 5 titanium, or plated with 18K 5N rose gold, or in black ceramic, with or without diamonds: after choosing a watch from the 56 different versions available from its launch (a selection of 11 standard models are systematically offered in store + 45 others on request), the entire exterior of the watch can be customized. You can very easily change the heart of your watch – the module – from a connected watch to a mechanical watch, and back again, to suit the occasion and your mood.

This customization will enable a multitude of combinations in terms of materials and colors. For the choice of strap alone, there are no fewer than 18 references available, made from rubber, natural leather or anthracite grey leather, titanium or ceramic.

The modularity concept extends to the watch’s software, with dial customization. The brand has developed 30 watch dials, all retaining TAG Heuer’s identity, some of which are inspired by historical pieces such as the famous panda dial, drawing on the brand’s great heritage.

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, these dials are interchangeable with a single swipe of the finger.

Thanks to interactive counters, customers can choose to display up to three of their favorite apps on the dial: the number of steps taken, the number of calories burned, the dollar rate, free time before the next meeting… these are just some of the many options depending on your interests.

The new Companion app is designed to help you get started with your new watch and make the whole experience nice and easy. To take advantage of all the options available on these watches, Android users can download the new TAG Heuer Connected app to preview the various dials available and benefit from TAG Heuer Studio on a larger screen. You can also set your watch screen to show one of your own photos using this app.

Jean-Claude Biver, TAG Heuer CEO & President of the LVMH Watch Division, said: “After the huge success of the first TAG Heuer Connected watch, today I am very proud to present the Connected Modular 45. This is a Swiss watch which embodies the luxury codes of tomorrow, and which not only enables you to connect to the future, but also to connect to eternity thanks to its simple and smart modular design. This innovative, unique and distinctive watch is at the forefront of the latest technologies available in Silicon Valley and, at the same time, a genuine Swiss watch, bearing the Swiss Made label. It is the incarnation of our leading position with luxury connected watch and with this high level of technology.