TAG Heuer has just unveiled its third generation 2020 Luxury Connected Watch, further solidifying the brands position as a leader in the luxury connected watch category. Just like its predecessors including the most recent Connected Modular Golf Edition launched last year, the third generation Connected is inspired by the design of the famous Carrera chronograph timepiece…and from a technological standpoint, wearers can expect a state-of-the-art, custom-designed digital experience geared purely towards performance.
TAG Heuer’s Chief Strategy and Digital Officer, Frédéric Arnault, who has led this ambitious project since its start eighteen months ago, explains: “The TAG Heuer Connected watch was designed and engineered with the same passion and attention to detail as our mechanical watches. Quality of execution is paramount in everything we do, and we never compromise on aesthetics or emotion. The Connected watch is not only a beautiful timepiece, it’s a truly immersive experience, as it now sits within a complete TAG Heuer digital ecosystem geared towards performance and sports. The navigation has been deeply refined so the product is as intuitive and easy to use as possible, both in everyday life and during sports sessions. It expresses the brand in a completely new way and offers limitless possibilities in terms of innovation for the future. Thanks to the talent and dedication of our teams, the new Connected is a truly brand-defining product that will lead the way into a new era for TAG Heuer.”
As of today, the new TAG Heuer Connected watch is available to order in all regions. It will land in a select network of retailers and TAG Heuer boutiques and will also be available at www.tagheuer.com in Australia, Japan, Switzerland, the UK and the US.
Now, Before we get into the fun tech bit, let’s spend some time talking about the design. The 45mm case is made of grade 2 titanium or stainless steel, sandblasted and brushed, with a graduated ceramic bezel. Other details include the signature facetted lugs, a central rotating crown now flanked by two functional pushers, a screwed caseback and elegant bracelet and strap choices in black rubber or steel with a folding buckle. The 1.39-inch ultra-legible all-active and flush OLED touchscreen is protected by a scratch-resistant sapphire crystal. A 5 ATM water resistance rating on the watch means that it is suitable for low-velocity and shallow-water activities, such as swimming or running in the rain. Overall you’re looking at quite a solid build that will be easy on your wrist as a daily driver. To extend the battery life, the screen alternates between active and ambient mode, but it always indicates time. The watch is fitted with a magnetic battery charger and a bespoke travel pouch.
The Connected may look and feel like a traditional watch on the outside, but the inside is entirely tech-packed. Powered with Wear OS by Google, the TAG Heuer Connected watch supports wearers throughout every activity of their day with invaluable services such as Google Assistant and Google Translate using the microphone located on the left side of the case, e-mail and message notifications, Google Pay in shops and countries where this service is enabled, as well as music controls, an agenda, weather, maps and more with Google Play and its wide selection of apps, available for iOS and Android mobile users alike. A Qualcomm Snapdragon Wear 3100 processor, based on a new ultra-low power hierarchical system architecture breathes life into this timepiece.
Wear OS by Google and Google Fit’s VP of Product Management Stacey Burr says: “TAG Heuer sets the standard for building smartwatches that are uniquely personalised and curated for their customers. As strategic partners, TAG Heuer and Wear OS by Google push the wearable platform forward and enable innovative connected experiences for our users. We’ve truly enjoyed working together on the new TAG Heuer Connected, which raises the bar of quality and style for the category.”
On the screen, customers can choose between five always-on mechanical- or digital- inspired TAG Heuer watch faces, and can further customise each to match their unique style and needs.You get the classic Chronograph face, a three-hand version of the Heuer 02 manufacture movement skeletonised dial, a digitalised Carrera Heuer 01, a liquid crystal- like display, a unique algorithm-based neural network animation named Orbital, and a tribute to the hexagonal nanotube structure of the brand’s carbon composite hairspring. The watch faces can easily be set to different dial options and colours, and even programmed to highlight individual preferences: activity progress, notifications, weather and more, directly on the watch or from the new TAG Heuer mobile companion app, which will introduce new designs regularly. The versatility of the TAG Heuer Connected watch is also enhanced by an intuitive interchangeable bracelet system. With a single clip motion, the wearer can switch up their look with a choice of durable rubber straps available in a classic black scale pattern with red stitching, or bolder perforated red, orange or khaki, complementing the core steel and black options.
The 2020 Connected has a healthy battery life compared to any other smartwatch, thanks to a 430 mAh all-day battery optimised to include a one-hour sports session using GPS, audio streaming and heart-rate monitoring. For longer activities, the battery can support up to six hours of constant sports tracking using GPS, heart-rate monitoring and music, and can be fully recharged in just 1.5 hours at temperatures between 15°C and 45°C.
The physical features of the case are fully and instinctively integrated to enhance the sports experience and allow for even more precise commands: the 2- and 4-o’clock pushers provide app-opening shortcuts, along with start, pause, resume and reset functions, and the rubber-coated crown offers a second option for scrolling through the information on display, ideal for in-action usability.
Activities are recorded with maximal precision and accuracy thanks to top-of-the-line sensors, including a new non medical-grade heart-rate monitor, made of high-tech resin and naturally integrated into the caseback. This also enables reliable monitoring of calories burned, while the built-in GPS measures the user’s position during workouts and can calculate different performance metrics, and also includes a compass for direction, as well as an accelerometer and gyroscope.
The apps.. This is another area where the 2020 Connected distinguishes itself. The new custom-designed TAG Heuer Sports application supports golf, running, cycling, walking, fitness and other activities, with even more on the way. The golf experience is similar to the 2019 edition, with integrated mechanical pushers, while all other sport tracking functions are new this year. Wearers can track their activities directly through the watch with key metrics such as speed, pace, distance, heart rate and splits displayed in real time in the Sports app and as an overview in the TAG Heuer Sports tiles. They can then gain detailed insights into their performance through the TAG Heuer mobile application, and even synchronise their data with Apple Health or Strava.
Paying tribute to the brand’s timekeeping heritage, the new models also introduce a TAG Heuer stopwatch application that can be operated with the pushers and boasts to-the- millisecond precision, as well as a timer, an alarm and a bespoke settings interface.
Joining the best-in-class golf app launched in 2019, these TAG Heuer Connected watch and mobile applications were designed and developed entirely in-house, offering a unique luxury digital experience, in which every detail has been crafted to faithfully express the brand’s values and aesthetic.
Such internal digital expertise and resources, assembled and led by Chief Strategy and Digital Officer Frédéric Arnault between Paris, France, and La Chaux-de-Fonds, Switzerland, are unique among luxury watch brands. They confirm TAG Heuer’s commitment to the Connected line and position the avant-garde brand at the forefront of innovation for the category for the long term.
Bi-material rubber strap construction Folding clasp with double safety buttons Rubber sports straps
Steel watchmaking bracelet
Diameter: 45mm, Thickness: 13.5mm, Weight: Steel case and rubber strap – 108 g, Steel case and steel bracele – 179 g, Titanium case and rubber strap – 86 g, Water resistance: 5 ATM, Battery: 430 mAh all-day battery, Battery life: All-day standard use (20 hours including a 1-hour workout), 6 hours of sports use (using GPS, HR and music)
Charging time: 100% in 1.5 hours at temperatures between 15°C and 45°C, Sensors: Heart rate, compass, accelerometer, gyroscope, NFC, microphone, Processor: Qualcomm Snapdragon Wear 3100, Connectivity: BT SMART, WiFi, GNSS: GPS, GLONASS, BeiDou, QZSS, Display: OLED display 1.39″ 454×454 pixels (326 ppi), Navigation: With touchscreen or crown and pushers
- Top button: launch Sports app
- Middle button/crown: Google navigation
- Lower button: stopwatch
Data Accuracy: The data and values generated or calculated by the TAG Heuer Connected watch when tracking activities are intended to provide a close estimation of the tracked metrics and activities. Those data and values may however not always be precisely accurate and must not be used for purposes requiring absolute precision. While the TAG Heuer Connected watch includes a heart rate sensor, it is not a medical device nor is intended to provide medical diagnostic services or medical advice. It must not be used to diagnose, treat, cure or prevent any disease.
OS – Operating system: Wear OS by Google, Google’s Smartwatch OS provides access to all of Wear OS by Google features, including access to all Wear OS by Google apps and watch faces available on the Google Play app store. More info at: https://wearos.google.com
Google, Android, Google Play, Wear OS by Google and other marks are trademarks of Google LLC. Wear OS by Google works with phones running Android 6.0+ (excluding Go edition) or iOS 10.0+. Supported features may vary between platforms and countries.
Google Assistant is not available in certain languages and countries. Google Pay is available for selected countries and bank partner.
Custom-built TAG Heuer apps
Five custom-built watch faces for launch
Edit and customise watch faces on the watch or mobile phone
Download new TAG Heuer watch faces on mobile phone
Sports watch app
Custom-built sports tracking app with GPS and HR sensors
Sports: golf, running, cycling, walking, fitness and other
Metrics collected: distance, duration, pace/speed, HR, calories
Feedback: haptic feedback, 3-second countdown, automatic lap every km/mile, manual lap at the push of a button
Sports and wellness tiles for a quick overview of each activity over a week/month/year
Other TAG Heuer-branded micro apps
Custom-built TAG Heuer Companion app for iOS and Android
Watch face tab
Browse and download TAG Heuer watch faces
Edit and customise watch faces
Review workouts, including interactive map, splits, graphs (HR, pace/speed)
History list, including golf workouts (link to the golf app)
Connect with third-party apps e.g. Strava and Apple Health
Recommended Retail Price:
SBG8A10.BT6219, Steel case, Black ceramic bezel, Black rubber strap – $2,600 Australian Dollars
SBG8A10.BA0646, Steel case, Black ceramic bezel, Steel bracelet – $2,800 Australian Dollars
SBG8A12.BT6219, Steel case, Black ceramic bezel with PVD treatment, Black rubber strap – $2,600 Australian Dollars