Tag Heuer The revolution is at hand

On November 9 in New York, the CEO of TAG Heuer and president of LVMH’s Watches Division, Jean-Claude Biver, revealed the manufacture’s first smartwatch to the international press. We take a closer look at this latest-generation watch.

At first glance, this grade 2 titanium, 46 mm-diameter watch guards its secret well. According to Jean-Claude Biver, “the design is primarily that of a true chronograph. It benefits from over 150 years of Swiss expertise, savoir-faire and heritage as cultivated by TAG Heuer, a watch manufacture based in La Chaux-de-Fonds, the cradle of Swiss watchmaking”. Fitted with a rubber strap with titanium folding clasp, the same quality, contemporary material as the case, TAG Heuer Connected weighs just 80 grams. Simply tap your finger on the sapphire crystal glass to display one of a custom suite of three digital dials (a chronograph dial, a three-hand dial and a GMT dial) with more to download in the future. “When it comes to connected watches and given the position occupied by TAG Heuer in the watchmaking world,” says Jean-Claude Biver, “it was crucial that we offer a timekeeper at a reasonable price, that is, 1,350 euros. It should really attract a young clientele, one that appreciates connectivity.”


Tag Heuer

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This watch offers attractive set up features and functionalities. “The operating principle is simple,” adds Jean-Claude Biver, “and it should not look like a connected watch straightaway.” When in sleep mode, the hands are still visible on a black background and you simply need to touch the tactile sapphire crystal to start it or to talk to it through the small onboard microphone via Google Voice control, to get information, send a vocal SMS or launch an app. Apps customized for TAG Heuer and available for free include GolfShot Pro (golf), RaceChrono (motor racing) and Viewrangers (trailing). The watch has 4 GB of storage for apps to be downloaded by owners in the future. “On top of that, we have added classic functions,” says Biver, “like a minute track, the alarm, the traditional chronograph, and a design that remains true to the brand’s codes.”

Intel and Google partnership

This super-advanced watch is powered by an Intel® AtomTM processor, runs Android WearTM and connects via Bluetooth and Wi-Fi to Android 4.3+ or iOS 8.2+ phones. It can also stream audio. Equipped with a latest-generation lithium battery for all day battery life, the entire piece has been made water resistant for everyday use. It is charged daily using a contact charger. At the end of the connected watch’s two-year warranty period, customers can go to the TAG Heuer store of their choice to exchange the TAG Heuer Connected watch for a mechanical Swiss Made Carrera watch, for an additional 1,350 euros. This mechanical watch is reserved for people who have owned a connected watch for two years.

By Vincent Daveau - Published the

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