TAG Heuer commits to online-only launch for a special edition Connected Watch


TAG Heuer’s Connected Watch will be the official timepiece of Kingsman: The Golden Circle, the second installment of the Kingsman film franchise that opens at cinemas worldwide in September.

The watch was unveiled in London by Jean-Claude Biver, CEO of TAG Heuer and president of the LVMH Group Watch Division.

He was joined on stage The Golden Circle director Matthew Vaughn and Toby Bateman, managing director of Mr Porter, which will be the only UK stockist of the special edition smartwatch for its first month on sale.

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The TAG Heuer Connected watch was personally chosen by Mr Vaughn to be the timepiece of choice for his Kingsman agents.

“For Kingsman: The Golden Circle, we needed a connected watch for our agents. We looked at the different options available, but none of them were elegant enough for a Kingsman. Then I saw an interview on Bloomberg TV with Jean-Claude Biver about his connected watch, and it became immediately obvious; the Kingsman agents would wear the TAG Heuer Connected,” the film’s writer and director recalls.

Jean-Claude Biver, Toby Bateman and
Jean-Claude Biver, Toby Bateman and Matthew Vaughn launch the special edition TAG Heuer Connected in London.

The watches worn by the Kingsman agents in the film play a decisive part in their success. Without wishing to publish any spoilers, Mr Vaughn said he needed watches that could withstand anything, be it underwater shots, fight scenes or stunts.

The Kingsman Special Edition reproduces the aesthetic adopted by the agents in the movie: pink gold lugs and an elegant leather strap with Kingsman print.

The watch comes with a second strap in orange velvet, inspired by the iconic orange velvet smoking jacket worn in the film by Taron Egerton.

The key difference between the Kingsman Special Edition and the core collection is in its dial functions. Available in either midnight blue or grey, it bears the Kingsman inscription and logo at 9 o’clock and 3 o’clock. At 10:10, the dial vibrates for 10 seconds and the K-shaped logo appears. In a final nod to the film, the original Android Wear lighting function is replaced by the film’s logo on the dial, in gold on a white background.


From July 6, the Kingsman Special Edition will be exclusively available for one month via Mr Porter, making it TAG Heuer’s first global online launch.

“Our customers are buying through online channels more and more every day. We need to be where our customers are, which means we need to be online. It is wonderful to be partnering with Mr Porter because it is perfectly in line with TAG Heuer’s ecommerce strategy, providing a new online purchasing platform for the next generation of TAG Heuer fans,” said Mr Biver.

Mr Porter’s Toby Bateman added: “The innovative connected technology and modern aesthetic of the watch will strongly resonate with our customers, and help build momentum for our Kingsman launch activity on September 7th as the film begins to premiere and release over the course of the month.”

TAG Heuer SBF8A8023.32EB0103 Kit Kingsman 2017

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Tags : connectedecommercekingsmanmarketingmr porterTag Heuer
Rob Corder

The author Rob Corder