The smartwatch industry has been fairly stagnant ever since it first peaked in interest several years ago, as companies kept relabelling the same designs, giving them slight improvements. This was the case until TAG Heuer announced the TAG Heuer Connected Modular 45 smartwatch recently, which gives users a lot of options in its design, while also offering a premium quality smart device under the guise of a luxury watch.
The new smartwatch was engineered in collaboration with Intel and features GPS, and NFC chip that allows users to make contactless payments using Android Pay, a high definition AMOLED screen that offers a great resolution and vibrant colors, along with a sapphire crystal touchscreen and a wide selection of customizable TAG Heuer dials. The device is also water-resistant to 50 meters and features 4GB of storage memory in order to allow users to store their music collection and play it without being tethered to a phone. The device is powered by an Intel Atom Z34XX processor and has a water-resistant microphone that enables users to use Google Assistant.
As Google’s Android Wear 2.0 was released this year, naturally, the new TAG Heuer Connected Modular 45 uses it, along with a TAG Heuer companion app for phones that enriches the user experience by letting users control their devices easily and effortlessly. In addition, the watch continues to work with data even without being tethered to a phone, as long as it has a Wi-Fi connection, as it stores data on the Cloud. As expected, the installed apps can be used regardless of connectivity.
The main feature of the Connected Modular 45, however, lies, as its name suggests, in its modular nature. The concept of modularity refers, in this case, to both hardware and software, making it a world-first in watchmaking. The base model of the watch is a Carrera Model, measuring 45 mm in diameter and having a regular luxury watch design. There are 56 different versions available at launch, with the entire exterior of the watch being available for customization. In addition, users can complete their collections by purchasing additional straps and accessories from the TAG Heuer official website.
The modularity in software is expressed by the highly sophisticated watch dials which are interchangeable and customizable. 30 designed by TAG Heuer at launch, the watch dials draw inspiration from the brand’s famous designs such as the panda dial. What is more, the more creative types can forge their own dial using the TAG Heuer Studio dial configurator, which enables users to customize everything, from the colors to the look of the metal on the indices and hands.
As part of the company’s “See now, buy now” fast fashion concept, the smartwatch is already available for purchase in TAG Heuer boutiques, at select retailers or from the brand’s online store, with a starting price of $1,650 or its regional equivalent. The company also offers a deluxe set for the high price of $17,000, which comes with a COSC-certified chronograph Heuer-02T tourbillon mechanical module and an additional black rubber strap.