TAG SAVVY

The latest iteration of the Connected Watch sees TAG Heuer exploring its smartwatch capabilities to its fullest yet

- Alvin Wong

Now that the dust has somewhat settled over the smartwatch conundrum for traditional watch companies - Are they here to stay? Yes. Can they make money? Possibly. Should everyone be involved? No. – we are starting to see the real levels of commitment from first movers from the realm of luxury watchmaking as they explore the category of smart wearables.

While most of these companies are content to dip their toes in the water, TAG Heuer seems to be the only brand that is charging all-in, developing its own range of smartwatches in the Connected Watch with the same fervour and belief as it does with its other mechanical watches.

And why not? With the market for smartwatches predicted to generate up to US$31 million by 2025, it helps for TAG Heuer to put itself in a position to grab a slice of the pie, despite the brand’s niche positioning with the Connected Watch (since its inception, TAG Heuer has billed it as a ‘luxury smartwatch’, even releasing the US$193,500, diamond-paved Connected Full Diamonds in 2018). Realistically, it will be a stretch for TAG Heuer to wrest dominance over the smartwatch market from the likes of tech giants like Apple, Samsung and Huawei. However, that hasn’t stopped the brand from constantly improving and evolving the Connected Watch to best the competition.

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