TAG Heuer unveiled its new luxury connected watch in New York on March 12th. The timepiece combines the purest watchmaking tradition with state-of-the-art technology, accelerating the Swiss watchmaker’s leadership in this category. Jade Ferreol, Product Manager within the team dedicated to the connected watch since the origin of the project in 2015, talks about the Swiss Maison’s avant-garde positioning.
“Your best performance is the one ahead.” This signature elegantly encapsulates the essence of the new TAG Heuer Connected model and the innovative spirit that has inspired the Maison since its founding.
TAG Heuer pioneered the luxury connected watch segment in 2015 with the creation of its first timepiece in partnership with Intel and Google. “Initially, production of this new watch was set to be a trial,” Jade Ferreol explains. The trial quickly proved a success, spawning the design of a second version in 2017. In the space of six months, the two timepieces emerged as a robust commercial success for the Maison.
To develop the new model recently unveiled in New York, TAG Heuer built out the initial team, forming an inhouse team with an impressive high-tech skillset. “This is the first time that a team counting around 30 software and hardware engineers has come together to work exclusively on a connected watch,” Jade Ferreol notes.
The three pillars of the third-generation TAG Heuer Connected watch are traditional mechanical details – tapping into its rich heritage of Swiss watchmaking savoir-faire – sports performance (a dedicated app developed inhouse for the first time) and customization, with interchangeable straps and watch faces. It embodies the Maison’s commitment to combining traditional mechanical excellence and digital design, powered by bespoke, state-of-the-art software.
“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, now part of a complete TAG Heuer digital ecosystem geared towards performance and sports. The TAG Heuer Connected offers limitless possibilities in terms of future innovation. Thanks to the talent and dedication of our teams, the new Connected is a truly brand-defining product that will lead the way into a new era for TAG Heuer,” says Frédéric Arnault, TAG Heuer’s Chief Strategy and Digital Officer, who has led this ambitious project since its start.
The new TAG Heuer Connected bolsters the Maison’s position in the hotly competitive luxury connected watch segment, offering an elegant and versatile chronograph designed for both everyday life and sports.