Tag Heuer with Intel made new luxury smartwatch you can customize

7 years ago - Published in Finance, Fundamental Analysis

Tag Heuer has followed its first Connected smartwatch with a new model that features a unique twist. The Swiss watchmaker is back with a new and highly-customizable model: the TAG Heuer Connected Modular 45, based on an Intel chip. Unlike the original Connected though, just about every part of the Modular 45 can be swapped, from the straps, to the buckles, and lugs, and even the watch module itself. That’s right, you can change the electronic module with a mechanical watch module, which not only gives you extra customization options, but it ensures that your expensive watch won’t become obsolete in just a few years.

The company calls it the most luxury of smartwatches, being constructed in Switzerland by its top watchmakers. Development and assembly has taken place at Tag Heuer's manufacturing site in La Chaux-de-Fonds. High quality materials used in its construction include titanium, ceramic and rose gold, with customisation options extending to the lugs, straps and buckle.

Over the past 14 months, TAG Heuer saw strong sales for the expensive wrist piece, selling 56,000 units exceeding its initial goal of 20,000 units. All said and done, Biver still considers smartwatch technology to be in the “Stone Age,” with incremental future potential. The 157-year-old Swiss watchmaker aims to see around 150,000 units of the new version. It will tap into Mainland China and Europe to recover from the slowdown from last year.

Presenting the new Connected Modular 45, Jean-Claude Biver, CEO of Tag Heuer described it as "the most avant garde" smartwatch you'll find. Demonstrating the new watch on stage, Biver switched from tourbillon to Connected digital to show just how easy it is.

Jerry Bautista, vice president of New Technology Group at Intel insists that this is much more than an Android Wear module in an expensive body. He says that Intel worked with Tag to build this watch like any other expensive mechanical watch, with exacting standards on the internals.

Prices for the Tag Heuer Connected Modular 45 start at £1,400 or $1,650 and it is available to buy now on the Tag Heuer website.