With its new modular watch system, TAG Heuer, the owner has so many options for customisation that it really begs the question, is TAG selling watches, or watch parts?
While watch owners have become accustomed to being able to change the strap of their wristwatch, TAGâ€™s new model â€“ as its very name suggests â€“ is as modular as an IKEA bedroom set. You can literally swap almost every element, from the lugs, strap, buckle, to
the watch itself. Yes â€“ should you decide that the smartwatch needs to be replaced for a particular occasion, itâ€™s possible to whip out your Allen key (only joking) and insert a 3-hands calibre 5 or even the Tourbillon Heuer 02-T, with a titanium and carbon case in place of the original smartwatch.
The successor to the Connected watch builds on how smart technology and watchmaking traditions were first combined by the brand and the core element comes in grade 5 titanium or rose gold or black ceramic versions, with or without diamonds. After choosing the watch, there are 18 straps to choose from, made from rubber, leather,
titanium or ceramic. But what of the smart system that is the focus for the launch? Well, TAG has collaborated again with Intel and Google to offer a model packed with functionality and features. Personalisation is taken to the limit with TAG Heuerâ€™s new
smartwatch that allows the bracelet, buckle and even horns of the case to be selected; even the â€˜smartâ€™ head can be swapped for a mechanical one system that allows you to track your sporting performance and journeys with impressive accuracy (even up to 50 metres under water or on snow, as the watch is highly water resistant). Contactless payment, 30 customisable digital dials and a TAG Heuer Connected app are among
the features of the watch, with Wifi , Bluetooth, GPS and NFC as standard. The watch boasts 4GB of storage and has a full day of power.
A water resistant microphone allows the wearer to communicate using Google Assistant, while the sapphire crystal touchscreen on the 45mm diameter OLED dial allows for fingertip functionality. As with the physical components of the watch, the elements on the dial can be fully customised, from the layout and design of the dial itself, to choosing
which interactive counters are displayed. The Android Wear 2.0 update also allows iPhone users to make use of the platform and synchronise it with the watch.
With a starting price of USD1,650, the TAG Heuer Connected Modular 45 reflects TAG Heuerâ€™s assertive strategy under Jean-Claude Biver, who says â€œThis is a Swiss watch that embodies the luxury codes of tomorrow 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.â€
Interchangeable 3-hands or Chronograph Tourbillon, Android Wear 2.0.
Rose-gold, black ceramic or Grade 5 titanium, with or without diamonds.
From 18 options including rubber, leather, titanium or ceramic.