link.png Balancing heritage and technology: Tag Heuer launches luxury smartwatch← Back

Today luxury watch manufacturer Tag Heuer has unveiled its first ever smartwatch, the Tag Heuer Connected.
After teasing us for a couple of months with snippets of information about the watch, Tag Heuer finally gave us more details about the watch which was created in collaboration with Google and Intel. Tag Heuer are keeping it exclusive: going on sale in the US today, the Connected model costs $1,500. 
At 155 years old, Tag Heuer is a luxury brand with heritage. For this reason the Connected model brings in Swiss craftsmanship as well as being at the height of technology. Purposely designed to not look like an electronic device, it’s a take on Tag Heuer’s Carrera model and the wearer can choose from three different dial faces. As a luxury product, the focus is on quality: Tag Heuer is made of Titanium grade 2 with a rubber strap, of which there are six different options. In terms of size, it’s fairly large since the face measures 46.2mm in diameter and the watch is 12.8mm thick. When it comes to technology, the smartwatch features bluetooth, wifi and a gyroscope as well as 4GB storage memory. It also grants wearers access to exclusive apps.
Reluctant to split with the brand’s heritage, Tag Heuer is also offering owners of a Connected to swap their smartwatch for a mechanical model after two years (and an additional fee of $1,500).
The smartwatch market has been spearheaded by Apple Watch, which also ventured into luxury territory with a gold edition as well as a collaboration with Hermès. However, Tag Heuer is one of the first Swiss watch manufacturers to have launched itself into smartwatch territory, in this partnership with two technology giants. Speaking at the launch of the product, CEO Jean-Claude Biver said: “Today is the marriage of Watch valley & Silicon valley, the marriage of America and Switzerland” He later added: “It’s a milestone for our brand, but it’s also a milestone for the Swiss watch industry.”
With the launch of Connected, Tag Heuer is bringing the smartwatch experience to the luxury watch.