TAG Heuer Connected Modular 45 Smartwatch Aims To Be Eternal pg. 2

TAG Heuer Connected Modular 45 Smartwatch Aims To Be Eternal

TAG Heuer Connected Modular 45 Smartwatch Aims To Be Eternal Hands-On

A Swiss Made Smartwatch

One does not normally think of electronic smartwatches as being "Swiss Made." The implication there is that the watches are to some degree both manufactured and, more importantly, assembled in Switzerland. A key selling point for TAG Heuer in the Connected Modular 45 is the "Swissness" of the product. A large "Swiss Made" label on the lower part of the case is a constant reminder of how these timepieces are meant to fit into the larger universe of Swiss luxury timepieces.

TAG Heuer Connected Modular 45 Smartwatch Aims To Be Eternal Hands-On

TAG Heuer Connected Modular 45 Smartwatch Aims To Be Eternal Hands-On

TAG Heuer Connected Modular 45 Smartwatch Aims To Be Eternal Hands-On

For the TAG Heuer Connected Modular 45 (and future items) the brand set up a dedicated assembly facility for the production of smartwatches in La Chaux-de-Fonds, Switzerland, where the company is based. A promotional video released by the brand shows off this facility attempting to assert the notion that these products aren't just designed by Europeans in watchmaking country, but also produced by them. TAG Heuer is quick to thank both Google and especially Intel for working together in order to make this possible. TAG Heuer works with Intel both as a hardware supplier as well as an overall technology partner. TAG Heuer even thanked Intel for using its facilities to assemble the original TAG Heuer Carrera Connected watch as it was just learning the market. Intel remains a key partner for TAG Heuer in its development as a technology company.

TAG Heuer Connected Modular 45 Smartwatch Aims To Be Eternal Hands-On

TAG Heuer Connected Modular 45 Smartwatch Aims To Be Eternal Hands-On

TAG Heuer Connected Modular 45 Smartwatch Aims To Be Eternal Hands-On

Therefore, the TAG Heuer Connected Modular 45 is a real Swiss Made product that is both a luxury item and a contemporary smartwatch technology product - combining both utility and emotion (such as TAG Heuer had hoped for). Powering the smartwatch module is an Intel Atom Z34XX series processor chip, with 4GB of internal storage, and powered by Google Android Wear 2.0. An available app will allow the watches to work on both Android-based devices as well as Apple iOS devices. Though, in my experience, Android Wear watches tend to work best for Android-based smartphones.

TAG Heuer Connected Modular 45 Smartwatch Aims To Be Eternal Hands-On

TAG Heuer Connected Modular 45 Smartwatch Aims To Be Eternal Hands-On

TAG Heuer Connected Modular 45 Smartwatch Aims To Be Eternal Hands-On

The 1.4-inch sapphire crystal screen will be a rich AMOLED touchscreen that should produce beautiful colors, and a viewing experience superior to that of the original device (it is also brighter than the outgoing Connected watch). Battery life should be about the same as the first Connected watch product. Maintained is the monochromatic always-on state of the dial. It means that there is a simple watch dial that can be set to be on when the dial is in an inactive state. It helps give the watch needed personality when the screen isn't activated. I liked this on the original Connected but there isn't too much of an advancement here. Currently the best always-on state for a smartwatch is on the Tizen-powered Samsung Gear S3 (which has the always-on screen state to beat).

TAG Heuer Connected Modular 45 Smartwatch Aims To Be Eternal Hands-On

TAG Heuer Connected Modular 45 Smartwatch Aims To Be Eternal Hands-On

TAG Heuer Connected Modular 45 Smartwatch Aims To Be Eternal Hands-On

The TAG Heuer Connected Modular 45 is not a full fitness tracker in the sense that it does not have heart rate monitor, but of course it can track some activity such as motion and movement. It will have built-in GPS, WiFi, as well as NFC for contactless payments systems (an oval window on the rear of the case is an NFC proximity sensor that, as a security mechanism, disables it if you are not wearing the watch).

TAG Heuer Connected Modular 45 Smartwatch Aims To Be Eternal Hands-On

TAG Heuer Connected Modular 45 Smartwatch Aims To Be Eternal Hands-On

TAG Heuer Connected Modular 45 Smartwatch Aims To Be Eternal Hands-On

These are all expected pieces of technology these days, and it is good to know that they will be a core part of the user experience here. As I noted above, in the future when new hardware is available, it should be possible to swap out older tech for something newer, which should ease the minds of at least some consumers hesitant about spending this much on a smartwatch device. At the end of the day, the purchase price is not really for the hardware, which is going to be available at lower prices. Rather, the design, materials, and quality of the external case is where a large amount of value proposition is for the TAG Heuer Connected Modular 45.

TAG Heuer Connected Modular 45 Smartwatch Aims To Be Eternal Hands-On

TAG Heuer Connected Modular 45 Smartwatch Aims To Be Eternal Hands-On

TAG Heuer Connected Modular 45 Smartwatch Aims To Be Eternal Hands-On

Finally, while I don't believe it is available at launch, TAG Heuer has claimed that it will be releasing a unique "TAG Heuer time management experience" software that goes with Android Wear and is said to highly customize the user experience. I don't know much about this software, but the idea is to help you understand the available time you have in your day, easily set "smart reminders," and get suggestions on to how best use your time. All I know is that TAG Heuer has software engineers in-house developing the software, and that they are pretty excited by it. This is a big deal as it not only shows further investment into technology at TAG Heuer, but that they realize the future of luxury smartwatches is not just in how they look, but the user experience as well.

TAG Heuer Connected Modular 45 Smartwatch Aims To Be Eternal Hands-On

"Made For Eternity" Mechanical Watch Modules

An interesting "gimmick" that helped distinguish the original TAG Heuer Carrera Connected watch was a promise by TAG Heuer that two years after purchasing the watch, consumers could send it back and receive a mechanical module in place of the outdated digital module. Thus, you could turn your old smartwatch into a timeless mechanical watch. This notion has become further refined for the TAG Heuer Connected Modular 45, being an experience that is available right away and being more married to the overall product experience in what I think is a very positive way.

TAG Heuer Connected Modular 45 Smartwatch Aims To Be Eternal Hands-On

TAG Heuer Connected Modular 45 Smartwatch Aims To Be Eternal Hands-On

TAG Heuer Connected Modular 45 Smartwatch Aims To Be Eternal Hands-On

TAG Heuer's Jean-Claude Biver has translated this notion of "timelessness" in a mechanical watch to the notion of "eternity." Thus, for Mr. Biver, mechanical watches represent eternal appeal, while technology is appealing in its current state only temporarily. Such a sentiment does frequently define the relationship that many traditional watch lovers have with technology products and mechanical timepieces.

TAG Heuer Connected Modular 45 Smartwatch Aims To Be Eternal Hands-On

At launch, the TAG Heuer Connected Modular 45 will be available with two mechanical watch modules. First is a three-hand TAG Heuer Calibre 5 Automatic, and second is the much more elaborate and luxurious TAG Heuer Tourbillon Chronograph Calibre Heuer 02-T. This latter movement is made in-house at TAG Heuer and is one of the most affordable Swiss-Made tourbillon movements - and it is also super cool, in my opinion. I reviewed the TAG Heuer Carrera Heuer 02-T Tourbillon Chronograph watch here. Both of these look pretty darn nice, and it will be interesting to see how many TAG Heuer Connected Modular 45 owners also get a mechanical watch module.

TAG Heuer Connected Modular 45 Smartwatch Aims To Be Eternal Hands-On

TAG Heuer Connected Modular 45 Smartwatch Aims To Be Eternal Hands-On

This latter development in offering a tourbillon is interesting and represents the high-end of the market which TAG Heuer believes will be interested in the Connected Modular 45. With that said, a limited edition box set of 1000 pieces will come with both the Connected smartwatch module and the Heuer 02-T COSC Chronometer Certified Tourbillon Chronograph watch for an extremely aggressive price (all things considered). I think a lot of watch lovers will be excited about the availability of TAG Heuer's impressive tourbillon chronograph as part of the launch plan for the TAG Heuer Connected Modular 45, and it represents TAG Heuer's dedication to contemporary technology products and the tradition of fine watchmaking equally.

TAG Heuer Connected Modular 45 Smartwatch Aims To Be Eternal Hands-On

TAG Heuer Connected Modular 45 Smartwatch Aims To Be Eternal Hands-On

TAG Heuer Connected Modular 45 Smartwatch Aims To Be Eternal Hands-On

TAG Heuer Connected Modular 45 Smartwatch Aims To Be Eternal Hands-On

TAG Heuer Connected Modular 45 Availability & Pricing

Given the large range of options and accessories for the TAG Heuer Connected Modular 45, prices will naturally vary. Availability should begin soon, and the smartwatches themselves come with a rather decent two-year warranty. Prices for the TAG Heuer Connected Modular 45 without diamonds start at $1,650 and go up to $4,100 with variations including gold, black ceramic bracelet, gold-plated lugs, and other options you can find in the price list below. With diamonds, the TAG Heuer Connected Modular 45 is $6,750. Price for the rubber straps is $115, $275 for the calfskin strap, $760 for the titanium bracelet, and $945 for the black ceramic bracelet. The box set that includes a TAG Heuer Connected Modular 45 in titanium with a leather strap as well as a Calibre Heuer 02-T Chronograph Tourbillon module will be priced at $17,000 - which is actually a pretty decent price. You can see the full price list for the watches as well as straps and upgrades below. We will update this article and more on the TAG Heuer Connected Modular 45 watch on aBlogtoWatch as we continue to learn more. tagheuer.com

TAG Heuer Connected Modular 45 Watch Pricelist:
-SBF8A8014.11FT6076- Titanium Case & Steel Bezel, Titanium Lugs, Black Rubber Strap $1,650
-SBF8A8001.11FT6076- Titanium Case & Black Ceramic Bezel, Titanium Lugs, Black Rubber Strap $1,700 (same price for blue bezel and strap)
-SBF8A8001.11FT6110- Titanium Case & Black Ceramic Bezel, Titanium Lugs, Brown Calfskin Leather $1,800
-SBF8A8013.82FT6110- Black PVD Titanium Case & Black Ceramic Bezel, Titanium Lugs, Black Calfskin Leather $2,200
-SBF8A8001.10BF0608- Titanium Case & Black Ceramic Bezel, Titanium Lugs and Bracelet $2,300
-SBF8A8013.32FT6076- Black PVD Titanium Case & Black Ceramic Bezel with 18k 5N gold coated lugs, Black Strap $3,200
-SBF8A5000.32FT6110- Black PVD Titanium Case & 18k 5N Rose Gold Bezel & 18k 5N Gold coated Lugs, & Brown Leather Strap $4,100
-SBF8A8013.80BH0933- Black PVD Titanium Case & Black Ceramic Bezel, Black Ceramic coated Lugs, & Black Ceramic Bracelet $3,100
-SBF8A8011.62FT6079- Titanium Case with Diamond & Steel Bezel, sandblasted satin finish, Black Calfskin Strap, & 12 diamonds per lug $6,750
-SBF8A8001.11EB0099- Titanium Case & Black Ceramic Bezel with Tourbillon module, Titanium Lugs with Black Carbide Coating & Brown Leather Strap $17,000

Prices for straps & upgrades:
-Rubber Bracelets $115
-Calfskin Straps $275
-Titanium Grade 5 Bracelet $760
-Black matter ceramic bracelet- $945
-Titanium horns $850
-Titanium & Diamond Horns $2,700
-Rose Gold Horns $2,700
-Black Ceramic Horns- $1,250
-Charger- $80

What do you think?
  • I want it! (154)
  • Interesting (77)
  • I love it! (31)
  • Thumbs up (25)
  • Classy (12)
  • AW

    A reasonably priced TAG Heuer?!? What sorcery is this?

  • SuperStrapper

    It’s almost a shame that the applicable buying consumer base for this device are largely blinded by Apple, and that the watch reviewing public won’t look past the name Biver, as it would appear that a category killer has emerged. I’m just not interesting in smartwatches, but if I were I’d be much more inclined to take up this one than the apple watch. Not only does it look like a watch instead of an awkward blob, but it appears to be more relevant today while addressing irrelevance tomorrow.

    • Dan Preda

      Not sure I get how they addressed the irrelevance for tomorrow. I guess the main module/watch is the most expensive part, so to remain relevant in the future means to buy what is effectively a new watch. You just save the strap price.
      It’s the same with the Apple Watch, but it is much cheaper.
      Other than that, the new watch looks good.

      • SuperStrapper

        Article states that 2 years after buying you can send it back and receive an automatic watch to replace it. So, when the watch becomes irrelevant you’ll get a real watch, thus handling relevance.

  • ndre

    Maybe it’s me, but I don’t understand the appeal of buying a smartwatch together with a “mechanical module” (essentially a different watch head?) for it. Why not having a smartwatch and an entirely different mechanical watch and not have the hassle of dismantling it every time you want to change? To save a strap?

    • Word Merchant

      If it’s any comfort, it isn’t just you.

  • Ryan

    Hideous, over complicated and way too thick. The screen quality still seems to be appalling!

  • Raymond Wilkie

    Reminds me of Worzel Gumadge. He had an everyday day head and when Aunt Sally came to call for a cup of tea and a slice of cake.he would change it for his posh head.

  • The Deplorable Boogur T. Wang

    Suxs.
    Keeping up with the latest trends is one thing – this is juat too many things all rolled together.

    Ol Jack H. must be rollin face down out of embarrassment.

    • I wish Jack Heuer would get involved – then they might produce a good looking smartwatch. And he has been through the quartz crisis, so you would expect him to be realistic about all of it and still try to produce a watch that people actually find attractive.

  • Mark1884

    First of all, I don’t like Tag watches. Second, I don’t consider this a watch, rather a “device”
    Even with the watch module, just not a real watch and not necessary.
    If this is the future of watch design and production…… count me out!!
    Next……..>

  • Steverino

    rather own a real watch, this is guaranteed to be “remember when” watch sooner rather than later

  • Marius

    According to this article: “Modern utility as well as future “eternity” are key components of this new high-end timepiece’s value proposition.”

    Does this mean that the Tag smartwatch will be useful for its owners even when they are six feet under? Will the Tag smartwatch allow one to communicate with the ones left behind even after one is dead and gone? If that’s possible, count gramps in!

  • android wear 24h battery life , watch is not the solution .

  • Phil

    It’s funny that most of the photos show the watch face looking like a ‘real’ watch.
    Given that the display is not limited by mechanical features, surely some innovation is possible here.
    Or, does it just show that what people really want is a real watch?

  • IG

    What’s worse than the 6-9-12 layout? The 6-9-12 layout on a smartwatch display!

    • Word Merchant

      I know – they’ve even digitally mimicked the small movement in a big case effect. Very odd.

  • Bill Grist

    I like the black finger cots…seriously these are nice designs that I wish they offered in their non “smart” lineup for around the same pricing.

  • Word Merchant

    I’m interested in what happens to the first iteration of the Connected Watch – does it get the Android Wear 2.0 upgrade for instance? Will it ever get software updates?

    If it doesn’t, then it becomes a fine example of why spending money on a Smart Watch right now is simply money wasted.

    I’m also unclear what real tangible improvements this new version offers over the old – the screen doesn’t look any higher resolution, there’s no mention of improved battery life, no HR (again) etc…

    • Dan Preda

      Spending money on a smartwatch only makes sense if you need its features or you’re a techie affording to buy and try one.

  • Shawn Lavigne

    i’m still waiting for a complete effective stand-alone – the samsung 3 frontier is close. i hate cell phones. i have a tiny one and i hate carrying it. i have this thing for feeling light. right now i’m wearing an skx007 and the damn thing is too heavy. i suffer through it because it’s such a forum darling and i’m a lemming.

  • Ian john horwood

    I personally will not ever down grade to a smart device , it would be beneath my watch standards . It would like having to give chocolate up and downgraded to jelly tots.

  • otaking241

    Ugh, looks like TAG has decided to move not in the direction of future-proofing their smart watches but in the direction of wardrobe matching–selling lots of high-margin “accessories” for a watch whose technology will quickly become outdated. On the one hand I can see that some consumers would balk at spending big bucks on a watch that looks too “tech-y” and thus would limit when you can wear it. I fall into the other group who worries about spending so much on what is destined to become a retro-tech curiosity. Maybe they will have more to say to address this latter concern at some later date?

    • Regarding “wardrobe matching” – they are just taking a page from the Apple Watch’s play book.

      • otaking241

        I didn’t say it was an original idea, just a disappointing direction to take.

        • Completely agree – sad but lifestyle marketing prevails.

  • Ian john horwood

    Even the likes of the breitling smart device for pilots , doesnt do it for me either. I certainly dont like watches that are totally made of pvc on the internals, totally beneath the grounds for a proper time piece .

  • ??????

    Huawei, Samsung, LG, Apple, Motorola, TAG Heuer etc. etc. – no one can explain me why should I sacrifice my wrist space designated for something beatiful and soulful.

  • Ian john horwood

    And i dont have much to say about pvc inside and out casio , they can stick to calculators.

  • Ian john horwood

    Who said tag was high end , oh they said so themselves did they , let me just splurt the coffee out of mouth , while laughing furiously getting down on the floor rolling around in stiches

  • Ian john horwood

    The more i look at their goods in the store the more i appreciate what i already own on my own wrist for my money , and its not tag

  • Yan Fin

    Ahhh, Swiss, the gurus in Electronics. Ahhh, Tag, the guru of Swiss watchmakers. Buy this set, you get the best of both worlds.

  • Lawrence

    Looks good but the fat bezel version looks ugly. The ceramic looks nice. I was hoping they could make the watch shorter (from lugs to Lugs)

  • Chaz

    I’m so glad I’m not easily swayed by all this bullsh!t

  • cluedog12

    Right direction from TAG Heuer.

    “Eternity” need not mean forever. Having a product line that provides owners with three generations of hardware upgrades, at reasonable cost, would be a realistic expectation. That would cover about ten years, which is basically an eternity in the land of wearables.

  • Framlucasse

    Only 45mm… it’s too small. Why not 47, or 50? 😀

  • elkoyottt

    It appears the “smartwatch” cases all have the domed bezel, a bit like in Blanpain Fifty Fathoms. The flat bezels are for “mechanical” cases only. Such a pity, for i am not sure the domed, rounded bezel blends well with the overall masculine Tag’s design language. The flat looks so much more in place here. I’ll buy it anyway, though, but this is a big minus.

    • Sheez Gagoo

      I think almost every watchmaker can replace the bezel easily.

  • Sheez Gagoo

    This thing is a reason to be proud of. I know, Smartwatches are not really loved here, and sometimes not even respected but considering the fact, that the Swiss weren`t even able to build a watch as good as a G-Shock but have chosen to be in a niche more narrow than a parking spot in Tokyo (only mechanical, only for the 1 percenter) this is quite impressing. I don`t think, that this is the best smarwatch in the world but Biver learns quickly. Not only compared to the very slow pace of the rest of the industry, which doesn`t even know about a new watch crisis. This is a symbol of the spirit of free enterprise, even when the Swiss haven`t invented the Smartwatch. You take what you get. Technically it`s just an Android watch and TAG Heuer added some Swissness. I would be more impressed when they could ad a little bit of tech stuff, like a crown that charges the accu when you turn it. Would make it more unique.

    • Polerouter

      More unique maybe, but having to turn the crown 1 million time to gain 1% of battery is hardly a plus…

      • Sheez Gagoo

        The old Autoquartz from ETA had a system that winded a spring and after a while the spring made turn a magnetic rotor very quickly. The rotor charged an accu. This system was very efficient. Of ourse I would prefer a system without turning the crown a million times.

        • Polerouter

          All those things (rotor, crown, solar, etc.) are efficient to rewind a mechanical or quartz watch which in both cases consumes a few microwatts. A smartwatch consumes milliwatts.

          • Sheez Gagoo

            Well, in this case…I don’t know, I’m not a techie. It was just an example. I apologize for this crappy idea. But I heard Apple is planning something like that.

          • Sheez Gagoo
  • commentator bob

    This watch is really not any more modular than any other watch, it just has a different lug design. The lugs are the black parts that extend from the middle at the top and bottom. The modular parts are just end links, the strap and the deployant, which are modular on any watch.

    That said, I think this thing could sell. I see a lot of Apple watches around.

  • Too bad the bezel is not a modular/replaceable part. The ugly thing is the first part I’d swap out. It’s nice to know TAG is committed to supporting the device in the out years. But every piece of hardware bumps up against software advances and no longer receives meaningful updates after a point. Plus as new capabilities arrive in new watches (hardware stuff), there is no reasonable expectation that you will ever get that capability with this watch.

    • Word Merchant

      Agreed – that bezel is pig ugly, and the ‘Tag Heuer Connected’ text is the worse bit of it all for me. The font’s wrong, the positioning is wrong. The screen’s resolution doesn’t look too stunning either, and I can’t help thinking that if you like this sort of thing, the Samsung Gear 3 does all far better for a quarter of the price.

      • Yep, at this point in time, the Samsung Gear 3 would be my choice over this TAG.

  • Simon_Hell

    ABTW buys this bullshit? Swaping straps and buckles is ‘modularity’? You have got to be kidding me.

    This is just a further invictazation of tag heuer and stigmatization of people who wear them. Seriously it is becoming a major embarassement to wear this brand on a wrist. At this point it should get no respect, it has turned into a joke brand.

    • Ariel Adams

      ABTW buys this. The smartwatch isn’t for everyone and I know they are large in size for now. Though you have to give credit where credit is due to making something interesting and cool in a market where most are just large and not cool.

    • commentator bob

      I agree that selling this as modular is not accurate (although probably a good marketing strategy).

      Imagine is they sold this as a quick change strap system instead. It is better than the quick change strap systems that Vacheron Constantin and Tag sister brand Hublot offer.

  • Stephen Cox

    Buy a tripod Steven Spielberg. That was unbelievably annoying…

  • commentator bob

    Interestingly if you take the basic $1,650 watch and back out $115 for the rubber strap, $850 (wtf) for the titanium lugs (really end links), and $220 for the titanium deployant the smart watch module itself is only $465.

    Alternatively the automatic mechanical module is $1,650, so a complete mechanical watch with a generic three hand movement can be built for $2,835. Steep compared with Hamilton. A steal compared to IWC.

    For $3,300 you get a mechanical and a smart watch, which is the sale Tag must hope usually happens.

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  • Ulysses31

    It looks gimmicky, like it is trying to be a jack-of-all trades. The Tag branding just can’t justify the expense over other premium smartwatches.

  • benjameshodges

    A very well written article for a terrible watch.

  • Lawrence

    I don’t love it because they had to make sacrifices in design and performance to make it Modular. Just remember that it could be better looking. Lugs to lugs is too long

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  • Felipe de Oliveira

    Nope. Nope. Nope. Nope.

  • Russell Hippert

    So when I purposed multiple case designs with smart movement modules based on standard case/movement sizes that users could have swapped out every couple years for a fee, I was called insane. TAG adds a few grand to the price for extra baubles, and ditches forward compatibility, and it’s brilliant. Sorry, but I’ll stick with Frédérique Constant smartwatches til this insanity ends.