TAG launches Connected Watch in the UAE
TAG Heuer, an LVMH brand, is launching its Connected Watch, hailed as the world’s first luxury Smart timepiece, in the UAE this month.
The Swiss watchmaker celebrated the arrival of the timepiece to the Middle East region, specifically the UAE, on Tuesday, when brand representatives hosted a private preview to watch aficionados and members of the media.
TAG Heuer’s Connected Watch will be available for sale at selected TAG Heuer boutiques across the UAE, starting April 29.
The timepiece was first announced at Baselworld 2015 by Jean Claude Biver, TAG Heuer’s CEO and the head of the Watch Division at LVMH.
The timepiece was produced in collaboration with Google and Intel, and was revealed to the world last November, creating quite a buzz in the watchmaking industry.
The Tag Heuer Connected Watch arrived at a tricky time for the Swiss watchmaking industry, which has been shaken up by the introduction and, later, the popularity of other Smartwatches, such as the ones created by Apple, Samsung and others.
Smartwatches overtook shipments of Swiss watches in the fourth quarter of 2015, a report from research firm Strategy Analytics revealed in February.
According to the data, shipments of Smartwatches reached 8.1 million units, compared with 7.9m Swiss watch shipments globally.
TAG Heuer’s Connected Watch is regarded as the first loud and official response of the Swiss watch industry to Smartwatches.
Other traditional watchmakers have pursued their own attempts in creating so-called “connected watches”, such as Bulgari’s Diagono E Magnesium, released by the Italian watch and jewellery brand last year and regarded as the world’s first wrist vault.
The Diagono E Magnesium is a full mechanical timepiece, but is equipped with Near Field Communication (NFC) technology, allowing the wearer to use it as a security key to unlock a secure Vault app on his or her Smartphone, where banking and other secure data can be securely stored.
But TAG’s Connected Watch encompasses features very similar to those of a full-fledged Smartwatch. It runs an Android Wear platform, allowing a variety of connectivity features, such as audio streaming, Bluetooth and WiFi, in addition to running many Android apps that can be downloaded through Google Play.
Ten young and popular brand ambassadors from different walks of life represent the Connected Watch. These include: Cristiano Ronaldo, David Guetta, Nervo Sisters, Tom Brady, Kei Nishikori, Giancarlo Stanton, Jeremy Lin, Jessica Korda, G.E.M. and Kai Lenny.
Each of these ambassadors has designed a watch face that is exclusive and derived from their own universes. All of these watch faces are now available to choose from on the timepiece’s app.
In Dubai, the Connected Watch will be available at The Dubai Mall and Burjuman brand boutiques, and in Mall Of the Emirates, Marina Mall and Mirdiff City Center Seddiqi stores.
It will also be available at Galleria and Abu Dhabi Mall boutiques and Al Manara Yas Mall store in the capital.
The watch is priced at AED5,500 for the model with the rubber strap and AED6,000 for the leather or titanium bracelet, which will be arriving in June.