US$1800 to US$2350
TAG Heuer pioneered the luxury connected watch segment in 2015 and has since introduced a variety of models, most recently the Connected Modular Golf Edition in 2019.
TAG Heuer is the market leader in the Swiss luxury smart watch category, with Montblanc as runner-up.
Comes in a variety of strap and case combinations
Measuring 45 mm in diameter and 13.5 mm thick, the TAG Heuer Connected offers multiple SKUs with varying strap and case combinations. Strap interchangeability is also encouraged with quick release mechanisms.
Featured here are 3 variants, one with a full steel bracelet and ceramic bezel, one with a rubber strap and ceramic bezel, as well as a third with rubber strap and steel bezel. The last full titanium version with blackened case is not shown here.
Both a fitness tracker and smartwatch
The TAG Heuer Connected watch offers customers daily connected services offered from Wear OS by Google and immersive sports experiences via the new TAG Heuer Sports app, which provides detailed tracking for golf, running, cycling, walking, fitness and other sessions.
The watch’s built-in GPS and heart-rate monitor, among other sensors. The experience on the wrist is complemented by a newly developed TAG Heuer mobile companion app that allows for more personalisation and insights into the wearer’s achievements.
The case and build
The 45-mm stainless-steel or titanium cases uses the same design and finishes of TAG Heuer watches – namely the Carrera line. Features include the facetted lugs, polished and brushed surfaces, a graduated ceramic bezel, a central rotating crown flanked by two functional pushers and a screwed caseback.
The dial features an ultra-legible all-active and flush OLED touchscreen protected by a scratch-resistant sapphire crystal. To extend the battery life, the screen alternates between active and ambient mode, but it always indicates time. The watch is fitted with a magnetic battery charger and a bespoke travel pouch.
On the screen, customers can choose between five always-on mechanical- or digital- inspired TAG Heuer watch faces, and can further customise each to match their unique style and needs.
Taking inspiration from the brand’s timekeeping heritage, watchmaking expertise and timeless design codes, the dials include a three-hand version of the Heuer 02 manufacture movement skeletonised dial, a digitalised Carrera Heuer 01, a liquid crystal- like display, a unique algorithm-based neural network animation named Orbital, and a tribute to the hexagonal nanotube structure of the brand’s carbon composite hairspring.
Designed with high-intensity activities in mind, the TAG Heuer Connected watch offers sapphire glass screen protection, ultra-lightweight grade 2 titanium on the matt black case, rubberised straps for optimal grip, breathability and comfort, a 5 ATM water resistance rating, suitable for low-velocity and shallow-water activities, such as swimming or running in the rain, and a 430 mAh all-day battery optimised to include a one-hour sports session using GPS, audio streaming and heart-rate monitoring. For longer activities, the battery can support up to six hours of constant sports tracking using GPS, heart-rate monitoring and music, and can be fully recharged in just 1.5 hours at temperatures between 15°C and 45°C.
The watch faces can easily be set to different dial options and colours, and even programmed to highlight individual preferences: activity progress, notifications, weather and more, directly on the watch or from the new TAG Heuer mobile companion app, which will introduce new designs regularly.
The versatility of the TAG Heuer Connected watch is also enhanced by an intuitive interchangeable bracelet system. With a single clip motion, the wearer can switch up their look with a choice of durable rubber straps available in a classic black scale pattern with red stitching, or bolder perforated red, orange or khaki, complementing the core steel and black options.
Powered with Wear OS by Google, the TAG Heuer Connected watch supports wearers throughout every activity of their day with invaluable services such as Google Assistant and Google Translate using the microphone located on the left side of the case, e-mail and message notifications, Google Pay in shops and countries where this service is enabled, as well as music controls, an agenda, weather, maps and more with Google Play and its wide selection of apps, available for iOS and Android mobile users alike.
Activities are recorded with high precision and accuracy thanks to top-of-the-line sensors, including a new non-medical-grade heart-rate sensor, made of high-tech resin and naturally integrated into the case back. This also optimizes tracking of calories burned, while the built-in GPS measures the user’s position during workouts and can calculate different performance metrics, and also includes a compass for direction, as well as an accelerometer and gyroscope.
The watches are priced at US$1800 and US$1950 for the stainless steel models on rubber and bracelet respectively. The titanium version is priced at US$2350. An Apple watch comparatively ranges ~US$399 to US$799. A Fitbit Ionic comes in at US$249.95. TAG Heuer’s case finish and quality is far superior to other brands. However, considering the larger size and thickness of the watch and its resulting extra weight, it may not be as ideal in all sports types and activities. A one-day battery life may not be ideal either, although this is comparable to Apple, but the Fitbit has a 6-7 day battery life. The Fitbit Ionic is more of a fitness tracker than a full smartwatch.
TAG Heuer’s Connected shows what it is like for a watch company to build a smartwatch. While it is a price premium over the mainstream smartwatch products, there is a rarity and novelty factor priced in to it.