With the rise of wearable tech in the past few years, there have emerged two separate and distinct groups: those who wear mechanical timepieces, and those who wear smartwatches. Surprisingly, the two demographics almost never intersect, with almost few mechanical watch enthusiasts jumping on the smartwatch trend and vice versa. A lot of this comes down to background–smartwatch fans generally come from a more tech-oriented background, while mechanical watches are almost a statement of rejection of the modern digital age. However, this separation has led to a large, affluent segment of young consumers with an interest in tech, but without a proper introduction to watches.
TAG Heuer looks to court this segment, along with a more mainstream luxury-buying public, with the new TAG Heuer Connected Modular 45. The Connected Modular 45 is a completely revamped second generation of the 2015 TAG Heuer Connected smartwatch, evolving on the original concept and taking the TAG brand to new and wholly innovative frontiers.
The original TAG Heuer Connected, while marketed as a premium smartwatch, also took the opportunity to use the piece as a gateway drug into the TAG Heuer brand. Two years after the initial $1500 smartwatch purchase, buyers had the option of paying an additional $1500 to exchange the then-obsolete Connected for a mechanical TAG Heuer piece. What served as a novel concept for cultivating new watch enthusiasts at the time was only moderately successful in practice. The new Connected Modular 45, however, takes that idea in a bold new direction.