Fashion

6 Reasons to Put the New Tag Heuer on Your Wrist

The Connected Modular 45 is practical and fully customizable.
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1| It’s the first luxury smart watch to be completely Swiss made.

“The first key element and novelty about this new collection is its ‘Swiss Made’ stamp, like any other watches from our mechanical collection. This makes us the first and only Swiss luxury connected watch thought of, designed, developed, and assembled in Switzerland,” says Tag Heuer SEA area sales director Romain Cans. Tag Heuer brought 50 individuals of its Silicon Valley partners to its main HQ of La Chaux-de-Fonds, high up the Swiss Jura mountains, in a bid to get the first white cross and red flag stamp attributed to global smart watches.

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2| It brings a new cool for the 150-year-old brand.

While its founder, Edouard Heuer, lives on in the watch industry for pioneering the oscillating pinion for mechanical chronographs back in 1887, the 157-year-old company admits to being caught in a completely new era of watchmaking. “Today, connected watches are not something that the luxury watch industry has to look at with curiosity. It’s something that we need to embark upon,” Cans said. “We’re very proud of our craftsmanship. We’re very proud of our heritage. But, at the same time, we cannot pass on what is the evolution of the watch industry,” he added. Perhaps Tag Heuer’s second connected watch brings its brand acronym, ‘Techniques d'Avant Garde,’ straight to the digital age.

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3| It bridges the past and the future of luxury performance timepieces.

“By modular, what does it mean? I can take the tourbillion out and put the connected watch in,” said Jean-Claude Biver, LVMH’s head of watchmaking, in the progressive see-now-buy-now launch of Tag Heuer’s new connected watch.

The Connected Modular 45 is being offered with two interchangeable 45 mm watch heads or modules. The first module is a true-to-form mechanical chronometer, which you can choose from Tag Heuer’s Calibre 5 or the Calibre 02T automatic movements. The other, a fully functioning digital module powered by an Intel Atom processor Z34XX series and runs on Google’s latest Android Wear 2.0. “In the same watch, you buy history and you buy the future,” Biver enthused.

4| It represents one of the most complex smart watches in the market.

“We’re lucky enough, for Tag Heuer, to partner with the best that you can find in the industry—Google and Intel—to make sure that our connected watches are already something very different from whatever you can find in the market,” said Cans.

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The Intel Atom processor Z34XX boasts of 4GB of RAM that responds to the slightest touch. Built within a metal casing that can withstand depths of up to 50 meters, unlike its plastic-backed predecessor, Intel had to develop a special antennae so electronic signals, such as Wi-Fi, Bluetooth, GPS, and NFC for electronic payments, can pass through its solid casing.

The Connected Modular 45 also sets the specs for Google’s new Android Wear 2.0, which allows the watch to run on Google’s OS and permits customizable app inclusions. The new operating system also allows the watch to be independent from any other device, allowing runners, for instance, to track their movements, directions, and pace without carrying their Android, or even their iOS smart phones.

“It’s not the simplest connected watch. It’s the most avant-garde connected watch,” declared Jean-Claude Biver.

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5| It’s fully customizable with up to 4,000 unique configurations.

Other than changing from mechanical to digital watch module on whim, the new Connected Modular 45 also allows for a completely changeable look for physical straps, lugs, buckles, and faces. This means you can go from rubber to leather, rose gold to titanium lugs, ceramic to diamond-studded bezel all with a fast and fuss-free click.

With the Tag Heuer Studio app built-in, the owners can also customize their digital watch modules from a choice of 30 different faces, plus the liberty of adding and removing specific features. Others, as Cans revealed, can even design and develop a watch face all their own.

6| For its performance and possibilities, it is relatively practical.

With a starting price of $1,600, or roughly P80,000, it is not an exorbitant price to pay for what is actually be two distinct watches. Considering its customizability and the complexity of both its mechanical and digital modules, it is not like you are investing on both an entry-level smart and automatic watches. Above all, the fact that it is fully Swiss Made—the first luxury smart watch to ever claim that tag—the Connected Modular 45 is quickly becoming a collectible. Tag Heuer is posing a threat to all luxury and smart watchmakers. As Jean-Claude Biver said, straight out of the Swiss Alps, “We have to own your wrists.” And he pretty much owned ours.  

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Tag Heuer is at Glorietta 4, SM Mall of Asia, Trinoma, and SM Aura.

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