Launch of a new Swiss made modular connected watch

In the local authority of Brunnen on the shore of Lake Lucerne, TAG Heuer invited the international press on 14 March to attend the launch of its new connected watch, the TAG Heuer Connected Modular 45. Not far away, as the crow flies, is the field of Grütli, the mythical place which marked the beginning of the Swiss Confederation. The venue for the launch of this new product had therefore not been chosen at random by Jean-Claude Biver, brand CEO and Chairman of the LVMH Group Watches Division, who wanted to highlight the Swiss roots of the second generation of connected watches made by TAG Heuer. Josh Walden, Senior Vice-President and General Manager of the New Technology Group at Intel, and David Singleton, Vice-President of Android Engineering at Google, were by his side.

This launch also marks TAG Heuer’s entry into the «See now, Buy now» fast fashion concept. The new connected watch is therefore available right now from retailers.

The TAG Heuer Connected Modular 45 has been initiated and designed in the finest Swiss watchmaking tradition. Conceived, developed and assembled in the manufacturing facility at la Chaux-de-Fonds, this timepiece meets the high standards of a luxury product featuring Swiss quality.

The TAG Heuer Connected Modular 45 is first and foremost a Carrera which fits in perfectly with the famous collection that embodies the avant-garde spirit. With an elegant diameter of 45 mm, it features horns, a wristlet, a buckle and above all a case - its central module - which are all interchangeable.

56 different versions are available at the launch (a choice of 11 basic models is systematically offered by retailers with 45 others available to order), ranging from grade 5 titanium, fine-brushed or polished, capped with 18 carat rose gold or in black ceramic material, with or without diamonds. The entire exterior of this watch can be personalised. Many different combinations of materials and colours are possible. For the choice of bracelet alone, no less than 18 references are available (rubber, natural leather or anthracite grey leather, titanium or ceramic material).

Unprecedented in the watch industry! The connected module can be supplemented by the purchase of a Swiss mechanical movement module such as a Calibre 5 watch with three hands or the most prestigious of all watchmaking complications, a tourbillon. And not just any tourbillon because this is a flying tourbillon chronograph with a titanium and carbon cage, the COSC-certified Tourbillon Heuer-02T. This makes TAG Heuer the only manufacturer in the world capable of achieving such a high standard of performance in series production. The module is interchangeable whenever the wearer so wishes: a connected watch or a mechanical timepiece.

The TAG Heuer Connected Modular 45 ma-kes life easier thanks to collaboration with Intel. The integral GPS enables the route followed by its user and his athletic performance to be monitored. The user therefore has no need to carry a mobile phone. Water-resistant to 50 metres, it makes an ideal companion for swimming, running, skiing, exploring and living an active life to the full. Remote payment is also possible thanks to its NFC detector and the Android Pay application, available at suitably equipped points of sale.

Its screen uses the new OLED technology with impressive colour resolution.

The modularity concept extends to the watch software with personalisation of the dial. Thirty watch dials have been developed, always with the codes of the house and some benefiting from historical inspiration, such as the famous panda dial.

The TAG Heuer Studio dial configurator gives customers the possibility of creating their own personal dial. In an instant, a base can be chosen with its functions and then personalised: colours, finish of the metals, indexes and hands, details in Superluminova etc. This concept enables the watch to be matched to city, sports or leisurewear. A personal photo can even be displayed, e.g. of a loved one, a sunset or a cherished memory… there is scope for the owner to express his creativity.

Thanks to the interactive counters, the client can choose to display on his dial between one and three of his preferred applications: number of steps, calories burnt, dollar exchange rate, free time before the next meeting and many other options, depending on his particular centres of interest. The essential information is displayed at a glance.

The new Companion App is available to accompany the user, facilitate operation and guarantee a pleasant experience. To benefit from the all-round experience offered by this watch, Android users can download the new TAG Heuer connected application which enables the choice of dials to be previewed and the TAG Heuer Studio consulted on a bigger screen. This app also allows a personal photo to be placed as the watch screen.

TAG Heuer will shortly be offering an unprecedented time management experience: as modular as the dials, the watch display and Companion App study the wearer’s daily diary, remind him of everything he needs for his appointments, calls, tasks, travel etc.

TAG Heuer has worked closely with Intel and Google to create a luxury watch which combines connectivity and intelligence with Swiss watchmaking expertise. This timepiece is powered by the Intel Atom series Z34XX superprocessor and operates with Android Wear 2.0. The intelligence of this watch handles connectivities including Bluetooth, Wi-Fi, GPS, NFC etc., while enabling the user to benefit from the broad range of functions offered by the Android Wear operating system. The motherboard, the brain and body of the watch, is manufactured in Switzerland. Final assembly and testing take place in the manufacturer’s workshops at La Chaux-de-Fonds.

The TAG Heuer Connected Modular 45 benefits from 4 GB of storage memory and a lithium battery of the latest generation which gives enough power for more than one whole day. The timepiece is also fitted with a small water-resistant microphone permitting communication with the watch via Google Assistant and a tactile screen in sapphire crystal, an indispensable supplement to the control crown at the 3 o’clock position.

If the telephone is switched off, the watch continues to calculate, display and exchange information, provided that it has access to a WiFi connection. In this way, it stays in contact with the Cloud. The applications installed on the watch (music, timer, alarm, podometer etc) do of course remain active even when there is no connection.

The watch can be readily synchronised with a telephone operating in Android 4.3+ or iOS 9+. Charging is easy: just place the unit on a contact charger!

The whole system is supplied in a magnificent presentation case with three drawers, supplemented by an office display stand to accommodate the watch and its charger. The connected module and mechanical module benefit from a two-year warranty.

A few hours before the launch in Brunnen, Guy Semon, the brand’s Managing Director, presented the TAG Heuer Connected Modular 45 at the St Francis Yacht Club in San Francisco.

April 06, 2017