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TAG Heuer launches an NFT-enabled smartwatch

TAG Heuer was an early mover in the luxury sector with the introduction of crypto payments on its US website. Now, the LVMH-owned Swiss luxury watchmaker is taking the lead again, letting users to display their NFTs on the face of their smartwatch by connecting a crypto wallet to their official accounts.

The move highlights how eager TAG is to implement new technologies and go an extra mile when it comes to their offering. After all, expensive smartwatches is a very niche market, and it is by doing this kind of innovations, that any brand can use to stand out. Again, we’ve said it before, and we say it again, NFTs are becoming a primary marketing vehicle for literally all luxury brands. 

TAG connected Calibre E4 meets NFTs

TAG Heuer presents a new way to bring these valuable and highly collectible artworks into the real world. The brand has partnered with the well-known non fungible token (NFT) community surrounding Bored Ape Yacht Club and CLONE-X to create a smartwatch that displays NFTs and connects to crypto wallets such as MetaMask and Ledger Live. Users can securely connect to these crypto wallets via paired smartphone and transfer their owned NFTs. The smartwatch will also have the ability to connect to the blockchain and verify NFTs owned by the wearer. TAG Heuer describes the feature in their announcement saying, “Verified NFTs are displayed in a hexagon with a cloud of particles gravitating around the image.”

New faces of the future

Users can transfer multiple NFTs to display on the face of smartwatch. The watch face has three unique ways of displaying time, while showcasing your favourite and valuable NFT artwork, operating with all the collections on Ethereum. Tag Heuer also said, “Some NFTs are still images, and some are animated gifs. Tag Heuer’s watch face will support these formats in crisp detail, with animations looping infinitely.”

Will we see a TAG Heuer NFT Collection?

Tag Heuer CEO Frédéric Arnault believes that the NFT display will be an attractive add-on for watch owners. The CEO will be using the functionality himself as he recently bought a Bored Apes NFT — an Ape with an eyepatch and diamond grin. However, the brand has confirmed that they are not launching their own NFT collection. Frédéric Arnault said, “Not launching our own NFT collection but allowing collectors to use their NFTs in a new way was the most obvious first step. We speak to all passionate collectors.”

What else does The TAG Heuer Watch Offer?

Alongside the NFT feature, this smartwatch is a luxury wearable. From materials to functions, each aspect of this Swiss-made device is premium. Popular features include:

  • Guided on-wrist workouts
  • Two size options, 42mm and 45mm
  • High-definition screen and ultra-resistant glass
  • Customizable straps
  • On-wrist messages and notifications
  • Heart monitors

But it comes with a cost! The Connected Calibre E4 model currently sits at $1800 for the 42mm edition. The 45mm watch is $2050, and you can even choose a titanium model at $2550. This is expensive, but perhaps it actually makes sense when you weigh up the quality, design, and longevity.

TAG Heuer expands into Web3

Arnault is also bullish on Web3 and crypto. TAG Heuer continues to grow in the Web3 sector using a team of in-house developers for blockchain-related projects. In May 2022, the watchmaker partnered with BitPay to start accepting bitcoin payments via 11 top cryptocurrencies, including a few US dollar-pegged stable coins. Unfortunately we will now never know whether Terra’s UST was part of the plan too. 

The watch industry has been an early supporter of Web3, with executives eager to encourage the spending power of newly wealthy crypto investors by developing a collector spirit. Hublot, Bulgari and Breitling have also all issued NFTs.

For Tag Heuer, there is more to come in the Web3 space linked to connected watches (which currently represent approximately 15% of business) as well as mechanical timepieces. Despite the downfall of crypto space, Arnault said, “We already sold nice pieces,”. “Now, we will speak more directly to the community. We remain very confident in the mid-term. There is volatility, but overall, there was very strong growth last year and we are expecting strong growth this year.”

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