Jean-Claude Biver Tells Us What He Has Learned About Smartwatches As We Await New TAG Heuer Connected Modular Watch In March

Jean-Claude Biver Tells Us What He Has Learned About Smartwatches As We Await New TAG Heuer Connected Modular Watch In March

Jean-Claude Biver Tells Us What He Has Learned About Smartwatches As We Await New TAG Heuer Connected Modular Watch In March ABTW Interviews

TAG Heuer will unveil their second smartwatch product next month. There has been some speculation about this, and I can now confirm it will happen on March 14, 2017. In anticipation of the upcoming launch of the TAG Heuer Connected Modular, or "2.0" as some are calling it, I spoke with TAG Heuer CEO Jean-Claude Biver about what he has learned about smartwatches in general as well as what to expect for the upcoming watch. The new product is being called the TAG Heuer Connected Modular, and among other things, it will offer a way to combat technology obsolescence. First, some background.

Jean-Claude Biver Tells Us What He Has Learned About Smartwatches As We Await New TAG Heuer Connected Modular Watch In March ABTW Interviews

In November 2015, TAG Heuer debuted the TAG Heuer Carrera Connected (aBlogtoWatch hands-on here), the brand's first smartwatch product. At the time, it was probably my favorite smartwatch given its style, comfortable design, always-on screen state, and the fact that it was running a stable operating system with Google Android Wear. As a traditional Swiss watch maker, TAG Heuer was not only under some fire from its colleagues for releasing a product that (to some) seemed to represent a threat to traditional mechanical or at least analog watches, but it was also out of its comfort zone with an electronic product.

Jean-Claude Biver Tells Us What He Has Learned About Smartwatches As We Await New TAG Heuer Connected Modular Watch In March ABTW Interviews

Jean-Claude Biver Tells Us What He Has Learned About Smartwatches As We Await New TAG Heuer Connected Modular Watch In March ABTW Interviews

Now, about a year and a half later, TAG Heuer builds on the lessons it learned from the original TAG Heuer Carrera Connected and will release its sequel, the TAG Heuer Connected Modular smartwatch product prior to the watch tradeshow Baselworld 2017. The Carrera Connected watch was one of - then still new "interim-CEO" - Jean-Claude Biver's first major product releases at TAG Heuer - and no one really expected a smartwatch from him.

I recall several years ago when Apple released the Apple Watch asking Jean-Claude for his thoughts on it. This was at a time when he publicly claimed to mainstream news outlets that he did not think the Apple Watch represented a design traditional watch-wearers wanted. He also personally admitted that he was interested in such a technology, but would not wear the first generation Apple Watch, probably not the second, but possibly the third.

Jean-Claude Biver Tells Us What He Has Learned About Smartwatches As We Await New TAG Heuer Connected Modular Watch In March ABTW Interviews

Jean-Claude Biver is a good CEO for a watch brand because he loves watches. But given the novelty of smartwatches, he has little or no personal experience to draw from in helping him to decide what makes a good smartwatch. Traditional watch designers today benefit from the fact that the timepiece industry is well-matured with established lessons in aesthetics, ergonomics, and production techniques.

The same cannot be said for smartwatches that, even as TAG Heuer releases their second smartwatch product, Biver claims is a product category still "in the stone age." Compared to the hundreds of years of experience the watch industry has in making traditional timepieces, he isn't incorrect. With that said, even if Mr. Biver is new to a product, he understands the emotions that consumers must have in order to want them. Armed with these tools, he always seems to have a leg up on his colleagues.

Jean-Claude Biver Tells Us What He Has Learned About Smartwatches As We Await New TAG Heuer Connected Modular Watch In March ABTW Interviews

Despite being primitive in the scheme of watches, sales of the original TAG Heuer Carrera Connected watch exceeded expectations, forcing TAG Heuer to scramble and produce more units. Biver was outspoken in saying (at the time) that he didn't necessarily have high hopes for the Connected and that he would not be surprised if it was not a sales success. This was Jean-Claude Biver in his most humble state, admitting that he simply didn't have enough prior experience to draw from in predicting the success of a TAG Heuer smartwatch. Nevertheless, the original Connected product was a well-thought-out joint effort by TAG Heuer, Intel, and Google. Mr. Biver knew when TAG Heuer couldn't go at it alone and enlisted the help of companies that he knew were important for the success of the product. He continues to offer enormous accolades to Intel for their help with the project.

Jean-Claude Biver Tells Us What He Has Learned About Smartwatches As We Await New TAG Heuer Connected Modular Watch In March ABTW Interviews

For the TAG Heuer Connected Modular, TAG Heuer will still rely on an Android Wear operating system (though a newer version of it), but Mr. Biver now claims that the watch was entirely designed and developed in-house. Of course, that means production will likely be aided by a range of important third-party suppliers. With that said, TAG Heuer now claims to have a dedicated assembly line in Switzerland to producing smartwatches. This shows that the Swiss watch industry is taking more charge over how their smartwatches will look and feel - which is likely a very good thing when it comes to the product design and wearing experience.

Jean-Claude Biver Tells Us What He Has Learned About Smartwatches As We Await New TAG Heuer Connected Modular Watch In March ABTW Interviews
Halda Space Discovery

The TAG Heuer Connected Modular adds the "Modular" part of the name to the smartwatch - with people now wondering what it means. Some have correctly wondered if the implication of "Modular" is that the strap and outer-case will be separate from a removable inner-case. The notion being that modules can be swapped out offering different functionality, and even offer a mechanical module in addition to smartwatch modules. If this is the case, then the TAG Heuer Connected Modular may be similar to something like the Halda Space Discovery watch (review here).

Jean-Claude Biver Tells Us What He Has Learned About Smartwatches As We Await New TAG Heuer Connected Modular Watch In March ABTW Interviews

Jean-Claude Biver Tells Us What He Has Learned About Smartwatches As We Await New TAG Heuer Connected Modular Watch In March ABTW Interviews

A challenge for TAG Heuer as principally a traditional watch maker is that it has an obligation to release products which fit into the brand family, as well as promote the core values of the brand - which, like much of the Swiss watch industry, is celebrating the timeless nature of a traditional watch. This can be interpreted as contrary to the focus on technology products which have nothing to do with timelessness and encourage consumers to upgrade on a regular basis. So for TAG Heuer, combating the notion of predictable obsolesce is important.

This notion was not lost on them when they released the original TAG Heuer Carrera Connected which came with an interesting offer to its consumers. Owners of the original Connected watch could trade in their timepiece starting two years from the original purchase date and TAG Heuer would remove the then no longer state-of-the-art electronics hardware and replace it with a traditional mechanical watch core for about $1,500 - the idea being that your product of temporary relevance can be transformed into something more timeless.

Jean-Claude Biver Tells Us What He Has Learned About Smartwatches As We Await New TAG Heuer Connected Modular Watch In March ABTW Interviews
Halda Space Discovery module mechanism

With the TAG Heuer Connected Modular, the company seems to be adopting the same concept, but in a potentially more refined form. It isn't exactly clear how it will work, but my understanding is that the TAG Heuer Connected Modular will offer the ability to replace the entire core of the watch, as well as a core which can flip around with a traditional watch face on one side and a smartwatch electronic screen on the other. This approach would allow TAG Heuer to put more production detail into the outer-case while being able to suggest a more expensive initial purchase value proposition.

Jean-Claude Biver Tells Us What He Has Learned About Smartwatches As We Await New TAG Heuer Connected Modular Watch In March ABTW Interviews
Tag Heuer Monaco Sixty Nine Watch from 2003

What Jean-Claude seems to suggest in the below interview is that the TAG Heuer Connected Modular has a case which flips - with one side being a more traditional-style watch face, and the other side being a smartwatch. Thus, the watch has two modules in it already - and the wearer can flip it around to see the side they want to at the moment. Even at TAG Heuer this idea is not unprecedented. Back in 2003, the brand released the TAG Heuer Monaco Sixty Nine watch, which was a dual-sided watch that had a traditional analog dial on one side, and a digital dial on the other.

It is entirely possible that the TAG Heuer Connected Modular will follow suit and offer a more modern version of what the TAG Heuer Monaco Sixty Nine watch was almost 15 years ago now. As I said, it is also likely that consumers of the TAG Heuer Connected Modular will have the ability to swap out potentially old electronics with the most modern ones available offered separately by TAG Heuer. In just a few weeks we shall know more. With that said, let's now hear from Jean-Claude Biver himself, and I look forward to covering the TAG Heuer Connected Modular when it debuts on March 14, 2017.

  • A_watches

    what a boring article, so much verbiage, so little detail, and I still fail to see the real benefit of the smart watch smart phone combo over smart phone plus a proper watch

  • SuperStrapper

    Do we expect it to be a big change from the first iteration, or just software updates, etc.

  • Raymond Wilkie

    So what do i do with the original TAG Heuer Connected that i shelled out $1.500 for ?. Just chuck it out like the outdated piece of crap that it is ?. Here’s what i said last year.

    ” This ” smart ” phone market is beginning to annoy me. If you want one, have it but it really should just be an iwatch or gear, it doesn’t pretend what it is. But if you want a a Tag. who in their right mind would think they were compatible in style having some fake tag face on your watch. No back window, because there is nothing to look at.No beating heart ( mechanical or quarts ) My phone does more than i need it to do.Am sorry , but if you have an interest in horology by its very definition this kind of “watch ” should horrify you, It does me, ……..rant over “……..Nothing has changed.
    How much am i chucking away on this ” stoneage” piece of nonsense ?

    • Berndt Norten

      into the Ray-Bin it goes

      • Raymond Wilkie


        • The Deplorable Boogur T. Wang

          Get a copyright on that “Ray-Bin”. Might be a little earner for ya.

  • goju1

    Firstly, how refreshing it is to see an article of JCB without his supercilious grin on every image.
    Tag H are jumping on a band wagon to produce a device that can access computing infrastructure and run computer Apps. Apple have a closed environment so the only way to jump on the wagon is via intel and Android. The watches look good and will (most likely) be as good build quality as the Apple Watch. A modular concept seems to have merit because the buyer believes that they can replace (only) the electronics and don’t have to throw away the case and strap. The usefulness of a ‘flipping’ watch might be limited though.
    Sinn watches (Frankfurt) came up with an even more simplistic approach. They offer a strap that can hold two cases. One on top and one below the wrist. At least then both the analog (traditional timepiece) watch and the computer/watch can be seen at a glance without the need to flip anything.
    So, who wants to have both an analogue (i.e. mechanical) watch and a wrist computer (smartwatch) on their wrist? Everybody? Unlikely.
    A person interested in fine mechanical watches does not have the same needs/interests as a person who wants the latest tech on their person (even though they probably want to access computing infrastructure from time to time).
    The Apple watch is a wrist computer that has sensors to monitor health and this appears to be an area which will be developed further. This would seem difficult for Tag H to compete with if they are proposing to flip the electronics in the case.
    It’s an interesting space to watch because Apple, Intel, Google are all tech companies providing computing infrastructure and computing applications and services, whereas Tag H is really a jewellery company or purveyor of fine accoutrements. There is an opportunity to market a new product but the long term viability of this product line is probably limited – especially when the tech becomes embedded in the human – which will eventuate in the next 10 years.

  • Si

    This is great news, I brought the original Conencted watch and its the best smartwatch the on the market. Here’s why: the Apple Watch does everything, make calls, reply to messages and email, heart rate monitor etc however to me a smartwatch should be a watch that is smart.

    Therefore the Connected watch ticks both boxes. Its first and foremost a watch, it tells the time has different watch faces and more importantly it looks and feels like a watch.

    Secondly its smart, because it notifies of your notifications. Having purchased the Apple Watch three times and returning it, I found that you looked like a pleb using it and it looked feminine.

    The Connected watch is perfect for people who just want an everyday watch that forwards you notifications, and the bonus is after two years I can trade this is for the limited edition mechanical Carerra.

    P.S: my experience is using the Connected watch on the iPhone.

    • Brent P.

      I like your perspective. The Connected is a watch that is smart (and good looking enough that it wouldn’t be hard to get me to wear it). The Apple Watch and its brethren are peripheral interface devices that are worn on the wrist, developed because smart phones have become so cumbersome they required a more convenient interface to make them convenient to use.

      The irony is lost on people today who question the need for a watch when they can use their phone. Why would someone prefer to spend 15 seconds fumbling for a phone in pocket or bag, flipping it open, waking it up, etc. In order to get the time, when looking at a watch takes less than a second? Yet Apple devotees are now willingly spending millions for a wrist interface to make it easier to use their phone… same argument.

      • G Street

        If you spend 15 seconds fumbling in your pocket it’s not your phone you’re playing with, buddy!
        This is a family site.

  • Word Merchant

    JCB: He also personally admitted that he was interested in such a technology, but would not wear the first generation Apple Watch, probably not the second, but possibly the third…

    Tag: please buy our totally evolved second generation smart watch!

    That man is 85% shameless BS and 15% grin. Nothing else. I’d be deeply irritated if I’d purchased the first generation version for sure.


    For some reason the Biver’s face just bothers me and I am not the violent,, rioting kind but somehow I want to throw a wheel of cheese at him while he screams “but it is modular”

    • Sheez Gagoo

      He looks a little bit like uncle Fester.

  • Ricky

    I am a huge admirer of JCB’s clarity of thought and ability to problem-solve the way to a successful watch brand. He is quite simply the closest thing you get to a guarantee of success in the Swiss watch industry, and for that he should be applauded.

    He turns watch brands into successful businesses. He does that by working out what his target audience wants to buy, then he provides it. The fact that his choices may not meet with the approval of a bunch of anoraks on internet forums is neither here nor there.

    • Raymond Wilkie

      Am an anorak and proud of it.

  • The real question here has to be why? Is TAG correct in making this level of investment in a market it knows very little about? And what level of influence has Intel exerted on the decision making process at TAG?

    From a product marketing perspective, these two companies have radically different product development perspectives, at least in terms of product longevity.

    And how would TAG make future product marketing decisions in this environment without having some idea of what Apple’s long term development strategy is for smartwatches?

    If one assumes that Apple’s long range strategy is to put a radio in a watch, and TAG’s long range strategy is to develop a combined electro-mechanical hybrid; then TAG is trying to create (or assumes here already is) a market for something that won’t really evolve in the same “smartwatch” marketplace.

    At any rate, it will be interesting to see how the watch market evolves in the coming years. Personally, I’m more interested in developments like Seiko’s Spring Drive technology, or Parmigiani’s Senfine technology.

    • Sheez Gagoo

      Apple already registered a kind of handwound charging technology. There’s maybe a surprise in the next generation.

      • You may be correct. They sure didn’t decide to make a “watch” that was going to stay a “watch” for too many years.

        • Sheez Gagoo

          i think the lifespan of a smartwatch doesn`t depend on how you charge it. More on the hardware and the willingness of apple to provide updates.

          • No argument. But battery technology is a substantial impediment to putting a radio in the watch. And that technology and the ability to maintain a reasonable amount of run time will improve.

          • Sheez Gagoo

            Why do you want a radio in your watch? what`s the sense of it?

          • A radio = telephone. Which is where I think Apple is eventually headed with their “watch.”

  • Lawrence

    ZzzzZzz, He should learn not to put a so washed out colors screen in a smart watch.

  • cluedog12

    If TAG is going full steam ahead with the Connected v2.0, it makes sense to have a smart module swap program. Has anyone asked Biver about this?

    An example: Let’s say it’s 2020 and the v1.0 Connected is obsolete. The v3.0 Connected is brand-spanking new, maybe the client would prefer to swap the obsolete module for v3.0 instead of buying the mechanical module. Or the client likes to wear the mechanical Carrera module on weekends, but wants to stick with a smart watch on weekdays. If he can’t swap out v1.0, for v3.0 he’s going to have to buy another smart watch. It won’t be the TAG Connected v3.0 though, because he already owns the mechanical module for v1.0. The main value proposition of the v3.0 connected is not there for v1.0 owners.

    It makes a lot of sense to encourage users to drop by the boutiques every couple of years to cash in on their upgrade privileges. The user feels like TAG is taking care of them (unlike Apple) and TAG gets repeat purchases from a captive audience.

    If TAG is insistent on getting people to buy entirely new watches each and every time, will have to change the shape of each version of the Connected. This may maximize revenue in the short term, but it’s a missed opportunity to build real loyalty with a younger generation.

    • Raymond Wilkie

      I’m a bit too long in the tooth and stuck in my ways to buy into such a scheme but i think it’s a very good idea for those who would.

  • TrevorXM

    A phone goes in the shirt pocket, and a real watch goes on the wrist. Try anything else and you are throwing your money away and buying into planned obsolescence and a silly gadget on your wrist. Period.

  • Ben Sanderson

    As I read through the responses, it occurred to me that maybe Tag should do a lease program with these watches much like phone carriers do with cell phones, for example $30 per month after 2 years you get an upgrade. That reduces the cost of entry and eliminates obsolesce issues.

    • Sheez Gagoo

      You can transform them into a mec. watch after 2 ears (and some additional $).

  • Raymond Wilkie

    Poor Jean-Claude, he’s getting such a hard time for doing something he really didn’t have the option to avoid. His C.V with his history in the watch world is remarkable. I believe that he is totally removed from this market, he has little understanding of product and how it’s assembled. He’s old school, a watch goes tick tock, but as a CEO you can’t berate him from wanting a slice of the smartwatch market. I have made my own feelings on these gadgets pretty clear and believe any true horologist would run to the hills rather than wear one if these products but they are out there, buy it, …….or don’t buy it but the mans only trying to run a company.

    • Juan-Antonio Garcia

      With all due respect, I think of the words “any true horologist” as snobbish bordering on condescending, with a splash of shallowness. You don’t like them, fine. But please, do not speak on behalf of all true horologists, because nobody knows who they are.

      • Ben

        Amen! I could not agree more… I am sick and tired to read comments like this from such experts! Guess what? Tag has been one of the most successful watch company in 2016 and they will repeat this in 2017! JCB does not your benediction to launch this watch, the man is smart enough to take risks and it has been paying off dearly…

        • Raymond Wilkie

          Erm,…….what are you Amening at ? It’s not quite clear.

          • G Street

            He called you an expert, Raymond. Enjoy the moment I say.

      • Raymond Wilkie

        You’r talking to one.

        • Juan-Antonio Garcia

          A club of one.

          • IG

            I am a truer horologist, I hate automatics and quartz too.

          • Juan-Antonio Garcia

            Mmm, then a super truer, I guess only uses pocket watches, and thinks that wrist watches are for pussies.
            But the real mega truers, only own a Cuckoo clock.

          • Sheez Gagoo
          • Juan-Antonio Garcia

            Well said, and the rest are a bunch of wimmpies!

          • IG

            The real purists use only sundials and I admire them.

        • Sheez Gagoo

          I`m not only a true horologist, I`m a watchmaker for quite a while. Not only I`ve seen some downturns I had the pleasure to work with elder watchmakers, suffering from the legendery so called quartz crisis. I now what you mean, but these Scheuklappen (don`t know the word in English, but it`s the thing horses have on their eyes, so they can`t look right and left) are an asset and a curse. Switzerland gave up technology and placed itself into a luxury ghetto and now they have to pay the price. Many of my colleagues simply don`t have a job anymore. Switzerland managed to get more than 50% of all the benefit in the watch industry with around 2% of market share. The price for this was
          1. Fading into irrelevance
          2. An arrogance from the industry similar to Turkish dictators or American presidents
          3. Ignorance to what happens around them
          4. A huge bubble that bursts right now
          I think with your opinion about JCB you`re absolutely wrong. This guy is so succesful, because he`s always “at the pulse of time” like the Germans say. If you look at the strategies he followed with the different brands he ruled, he always changed strategies from brand to brand, adapted to the Zeitgeist (another German word, similar to “pulse of time”). Let me explain:
          1. Blancpain. In the worst crisis, he positioned Blancpain as a classic, mechanical, luxury watch manufacturer, making watches for eternity while everybody wanted a Swatch and changing it every season.
          2. Omega. Connect them with James Bond, Supermodels and other celebrities. 90s business model.
          3. Hublot. Mechanical watches, but made culturally relevant by using high tech materials and technology and cobranding.
          4. TAG Heuer. Adding value by lowering prices and increasing quality and making a credible smartwatch with very smart cooperation with tech grands and even opening an office in the silicon valley to stay at the “pulse of time”
          Brief, JCB is so succesfull BECAUSE he`s in touch with the Zeitgeist and it`s consumers, something (most) other watchbosses simply don`t.
          I am not only a true horologist, I`m a watch and tech nerd. I love Casios, they are unique and interesting also because they are different to the Swiss. Smartwatches are interesting because they are usefull and new and different and we are at the beginning of a new horological era. To ignore this fact is simply suicide. I like you Ray, but in this case you`re like a kid putting it`s fingers in the ear and saying “Lalalalala”.

          • Raymond Wilkie

            The word you’r looking for is blinkers.
            I am well aware of JBS’s long and extremely successful career and business brain. The man is a legend. My point was for this particular product , he has to take his horology hat off and put computer chip micro circuit board hat on ( a completely different discipline ), which isn’t a snug fit. He’s a fish out of water on this one.
            I am totally fine for folks that want to walk about with these on, see how many steps you take and your heart rate etc,……all important stuff if these kind of things worry you.
            ” A new horological era ” …..come on, lets be serious.
            No tick tock , no watch.

          • Sheez Gagoo

            Thanks for the word. Still not occuring. The Smart TAG was the most succesfull product launch in the history of TAG Heuer and in the whole career of JCB. They weren`t able to produce enough smartwatches. Smartwatces are the fastest growing segment in, yes, watches. And JCB stated, it is an experiment. This guy knew, our old fashioned business model doesn`t work anymore because of many reasons. So he looked for strong partners. Then it became a huge sucess. Then he invested in a silicon valley office to look what`s going on and ev. acquire some firms and to reinforce the collaboration with Intel. So he`s working to get development and production under a hat. JCB isn`t more a fish on land as any other smartwatch producer. From a horological (snobbish) perspective your beloved Mondaine isn`t a watch either: It isn`t mecanical, it just has a Ronda and the finishing is beyond hell. I wear two hats Ray: I`m a watchmaker and I`m studying economics. So I`ve been taught to look at your product from a broader perspective: Besides emotional and ostentative reasons to buy a watch, ther`s still a reasonable: A watch doesn`t just tell time, it was one of the first information system. Time is an information. A pocket watch is in fact not that different from a smartphone. You wear it in your pocket, and it provides information (time, date etc. depends on the complication. but it provides no communication) because it is an information system. During the world wars (and thanks to Rolex) pocket information systems went on the wrist.So it`s quite logic, that a smartphone will wander on your wrist. This is our own business. Except, we lost a little bit the touch with the time and our clientèle. JCB never did. And yes, the whole smartwatch strategy is a little bit of a risk but a very calcuable (?) one. It is the holy duty of an entrepreneur to take risks. JCB did well. I don`t worry about JCB, I worry about the Swatch Group. And in the end it simply doesn`t matter, what you call a watch. You put it on your wrist, it tells time, it`s a watch(Ariel Adams). You don`t call a Casio/Apple Watch a watch? Well, it still is the thing that takes your market shares and your benefits, however you call it.

    • The Deplorable Boogur T. Wang

      My opinion of Jean Claude is slowly changing.

  • Juan-Antonio Garcia

    I like this Biver guy, he is a fighter. Instead of waiting to see what happens in the future, he wants to be part of it. He and TAG will fail in some instances, but no doubt that he is trying from all angles to learn what the new generations and markets want, and at the end, he will have a better understanding of the industry thus surviving in a fast changing world. Kudos Mr Biver.

  • IG
  • Marius
    • TrevorXM

      Well said. However I don’t think this post will last long…

    • Raymond Wilkie

      Their are more tactful ways of expressing you’r opinion.

      • Yes, and there are more un-tactful ways too. What is your point?

        (“you’r”, now I’ve seen it all!)

        • Raymond Wilkie

          Bloody hell ! i always get that wrong.

          • The Deplorable Boogur T. Wang

            Do what I do – Blame the ‘sticky’ keyboard.

  • It is going to be waterproof too. So Biver told me anyway.

  • The Deplorable Boogur T. Wang

    I really seem to like the TAG Heuer Monaco Sixty Nine watch.

  • Steverino

    I think JCB is after a non traditional Tag customer, someone who wants the functionality of an Apple smartwatch without looking like a total tech nerd. No one is going to struggle between mechanical and smart they either want one or the other. I think the flip face idea is in the wrong direction for this reason. The downfall of smart is in the recharging.

    • spiceballs

      Not to mention software changes – –

  • JosephWelke

    Very nice article. JCB is really becoming a legendary figure of the Swiss watch industry, and I really think the brands under his umbrella will survive, if not flourish, under his guidance.

    That said, when he spoke, did you see capital letters actually form in his mouth when he spoke about being “FIRST, DIFFERENT, and UNIQUE?”

  • Buy and Sold

    For such a stylish man why did JCB wear a supermarket shop steward’s gray overall to introduce this watch!

  • ??????

    Since smartwatches first appearance, I keep asking the same question – why do I need a tiny mobile phone on the wrist? And get no answer. You just cannot make a tiny wrist phone as good as bigger handheld version. But so much efforts and noise around it.

  • Ulysses31

    The Tag smartwatch looks so generic, it could easily be confused for something far cheaper from, for example, Fossil, if it weren’t for the logo. The display is poor too. You pay a premium price, you expect something more unique, edgy, distinctive. Hopefully they will be more daring in the future. The 69 is a good example of pushing things design-wise. It’s not a mechanical watch and isn’t pretending to be one. A lot of different manufacturers are completely missing the fact that most of their designs are skeuomorphic horror shows that they themselves decided should be frowned upon years ago in favour of uncomplicated, simple graphics.

  • Garrett Hu

    I like the way this one looks but I guess I get really bothered by the fact that this thing is made in China. I know many if not most things are made there but I just feel for $1500…uh….just doesn’t sit well with me. That country is just not associated with making luxury products. Just my personal feeling since this is marketed somewhat in the accessible luxury range.