Getting Smarter: TAG Heuer Launches the Next Generation of its Connected Luxury Smartwatch

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.

TAG Heuer Connected 2020 - angle
The TAG Heuer Connected watch has been upgraded with even more options and capabilities for 2020.

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.”

TAG Heuer Connected - options
The watch has customizable dials and bezels and a new stopwatch function based on historical stopwatches (example in center).

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.

TAG Heuer Connected nanotube screen
One digital dial takes its motif from the structure of TAG Heuer’s innovative 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.

TAG Heuer Connected - strap-sketch
A variety of strap options are available and can be easily changed with a click.

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.

TAG Heuer Connected Golf Screen
The new Connected watch includes the golf tracking functionality of its 2019 predecessor.

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.”

TAG Heuer Connected Watch - chrono dial
Users can customize the displays on the Carrera-inspired chronograph dial.

A version of this article appears on our sister website, WatchTime India.

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  1. Kristian

    A luxury smartwatch must be one of the worst investments ever, the value decreases more than the stock exchange at them moment.

  2. Randy Rogers

    As part of the original Team, that Christian Viros, Luc Perramond and Philippe Champion put together in 1988 to re-invent the Brand evolving from an all but bankrupt Heuer Time and Electronics to TAG-Heuer I’m very proud that the Brand and it’s Directors had the foresight to recognize the ‘Smart Watch’ Concept and the generations that were looking for something that was forward thinking in Timekeeping, just as others approached in their Cellphones. Given, that from the 2018 Production Apple had exceeded the entire aggregate traditional Watch Industry in Sales Volume, it is doubly good that a Brand with such a steep heritage accepted the challenge that so many others ignored, SWATCH in particular, where generations were ignored and as history will write, something the elder Hayak who was part of saving the Group and to some extent an Industry that was failing but 40 years earlier. This Product correctly represents a Collection, an offering in the TAG-Heuer Brand of Collections, for those who feel this is what they want, the flexibility of Design, Functionality, Features while maintaining the cosmetic of a Traditional Timepiece that is both Bold and synergistically TAG-Heuer! My only hope is that the Brand, does not allow other Competitors to erode it’s base by not looking at other areas, the Sea, where Aquaracer is becoming a little “long in the tooth”, an over-dependence on Homage Categories, which Autavia is correctly looking at extensions to the Genesis Chronograph. The return of the Link, will be complete when the Brand re-introduces a Uni-Directional Bezel that was the platform for “disruptive” that led to our explosion and rapid growth in the 1990’s, the iconic Bracelet, is a brand identifier from across the room when the Head is not visible. I believe the Aquagraph should be brought back in a Collection of finishes instead of the singular execution, SS, Titanium, Black DLC, Blue DLC and Bronze, assorted complimentary Attachments and Dials from Plain to Panda, preferably this time around as a Calender. Out from the shadow of Mr. Biver and his Hublot who profited by the economic engine that was and still is TAG-Heuer to the LVMH Group, the natural thinning of the herd is still upon us, many challengers will not be here, so too pretenders who gained ground while various Teams took the Brand on short term diversions beginning with the “Fashion which change as Icon’s are a constant”, this was Alter-Ego and Kirium which were born as the next generation post the Numeric Labelling. The Brand is only touching the surface and will recapture it’s position with fresh thought and discipline, but always “disruptive!”

  3. omegatalon

    One of the reasons why classic automatic watches have been in vogue for centuries is that you can have someone make repairs after a hundred years; service for this design may disappear as soon as production stops.

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