After pioneering the luxury connected segment back in 2015 and then following through with a slew of connected models like 2019’s Connected Modular Golf Edition, TAG Heuer has released yet another addition to its Connected range – the 2020 (third generation) Connected watch. This timepiece makes a design and technological statement that cements the Swiss watch brand’s position as a leader in the luxury smartwatch category.
The new TAG Heuer Connected watch is a versatile timepiece that offers customers an array of lifestyle-related capabilities. From daily connected services (provided by Wear OS by Google) to an immersive sports experience (courtesy of the all new TAG Heuer Sports app), the timepiece caters to all and sundry. TAG Heuer’s Chief Strategy and Digital Officer, Frédéric Arnault, who has led this ambitious project since its start eighteen months ago, explains: “The TAG Heuer Connected watch was designed and engineered with the same passion and attention to detail as our mechanical watches. The Connected watch is not only a beautiful timepiece, it’s a truly immersive experience, as it now sits within a complete TAG Heuer digital ecosystem geared towards performance and sports.”
Crafted in a 45-mm stainless-steel or titanium case, the new Connected timepiece looks for the most part like a traditional TAG Heuer chronograph watch. It features similar faceted lugs, polished and brushed details on the case, a graduated ceramic bezel and a central rotating crown. When it comes to the dial, the watch features an ultra-legible, all-active and flush OLED touchscreen that is protected by a scratch-resistant sapphire crystal. One can customize the screen and choose a fitting option from five always-on mechanical or digital-inspired TAG Heuer watch faces. The options include a three-hand version of the Heuer 02, with its skeletonized dial; a digitized replica of the Carrera Heuer 01 chronograph dial; a liquid crystal-like display; a unique, algorithm-based neural network animation called Orbital; and a tribute to the hexagonal nanotube structure of TAG Heuer’s recently introduced carbon composite hairspring.
Additionally with the new TAG Heuer Connected watch, the brand ensures that customization is not limited to just the dial faces but extends on to the straps as well. TAG Heuer’s intuitive, interchangeable bracelet system allows the wearer to switch up their look, with a choice of durable rubber straps, in just a single clip motion. Strap options include a classic black scale pattern with red stitching, or a bolder, perforated red, orange, or khaki style, complementing the core steel bracelet and black strap options. Coming to the workings of this third generation connected watch, the timepiece is powered by Wear OS by Google which features an array of services that support the wearer throughout the day — among them Google Pay, Google Translate, email and message notifications, and other apps accessible to both iOS and Android users.
Apart from the watch and its various features, what stands out most notably about the 2020 edition of the TAG Heuer Connected watch is the ecosystem that the brand is trying to build with the launch of its very own TAG Heuer Sports application. Connecting your watch to your phone, or vice-versa, is a breeze with the new, custom-designed app that supports golf, running, cycling, walking, fitness, and other activities. Furthermore, to keep the classical spirit of early TAG Heuer mechanical chronographs alive, the new model also introduces an integrated stopwatch feature that can be operated with the pushers on the case and boasts to-the-millisecond precision. This can also be used as a timer, an alarm or a bespoke setting interface.
Available now at TAG Heuer boutiques , as well as on the brand’s website, the new Connected Watch is clearly one of the year’s biggest launches for the venerable Swiss watchmaker, who describes it as striking a perfect balance between “a reliable instrument to support a connected lifestyle and measure performance, and a statement accessory imbued with TAG Heuer’s unmistakable identity — ideal for the watch enthusiast with a passion for action.”
A version of this article appears on our sister website, WatchTime India.