TAG dives deep into WEB3


Swiss luxury watchmaker TAG Heuer has unveiled an exclusive experience for its TAG Heuer Connected Calibre E4 smartwatch, which allows users to display NFT (non-fungible token) artworks on their watch by connecting their crypto wallet to guarantee their authenticity.

NFT (Non-fungible token) is a term used to describe a unique digital asset whose ownership is tracked on a blockchain, such as Ethereum.

Assets that can be represented as NFTs range from digital collectibles and art pieces, items that exist within virtual worlds, to claims on physical assets such as clothing items or real estate.


In the coming years, NFTs will be used to unlock entirely new use cases that are only made possible by blockchain and crypto.

Today TAG Heuer introduces a new way to bring these valuable and highly collectible artworks into the real world: for the first time they can be worn on the wrist with a proof of ownership via the Lens watch face.

To develop this new feature TAG Heuer consulted and engaged with key members of the BAYC, Cryptopunk, CLONE-X or WOW communities, ensuring the Lens functionalities and experience created real value for the community.

The brand has been a pioneer in the luxury smartwatch segment since 2015, with the TAG Heuer Connected, and the new experience is part of TAG Heuer’s expanding digital ecosystem of apps and watch faces, designed by a team of in-house developers and bearing TAG Heuer’s trademark design signatures.

Frédéric Arnault, CEO of TAG Heuer, commented: “I have had a deep interest in the NFT space, and this feature fits with TAG Heuer’s tradition of being avant-garde and innovative in technology. Our watch enables users to show off their digital identity to everyone with the ability to prove their NFT ownership. Watch this space, as TAG Heuer will have more stories to tell about Web3.”

Users can transfer multiple NFTs to the new Lens watch face via a paired smartphone.

This watch face has three unique ways to display time while showcasing their favorite pictures or NFT artworks including a new conceptual design with a triangle and a circle representing hours and minutes.

TAG Heuer has partnered with Ledger to enable its users to securely access and display their NFTs on the TAG Heuer Connected; the new functionality also supports Metamask.

Users can then resize the image, so it works well on the watch’s round screen.

The new TAG Heuer Connected Calibre E4 offers the perfect platform to view these artworks whose ownership is secured by the blockchain technology, with an industry-leading screen built to be clear even in strong sunlight, thanks to a high contrast ratio.

High-fidelity color reproduction means that NFTs shine out of the screen the way they were meant to be seen.

As with all of TAG Heuer Connected models, the Calibre E4 offers watch faces based on TAG Heuer’s 160 years of rich watchmaking heritage.

The new Lens watch face will work perfectly across both models of the TAG Heuer Connected Calibre E4 watch 42 mm and 45 mm and was designed to show off customers’ favorite possessions. These images can come from their personal photo library, their NFT collection or a range of TAG Heuer curated images.

The new experience will be available as a free update to all owners of Calibre E4 watches via Apple’s App Store and Google’s Play Store.

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