TAG Heuer Connected Smartwatch Introduction
The TAG Heuer Connected series combines the elegance of a TAG Heuer timepiece with wearable technology from Google and Intel. With a case that is based on the iconic Carrera, the Connected elevates the smartwatch concept to a style unlike anything else on the market. The TAG Heuer Connected is not inexpensive, but the materials, finish and user experience set this watch apart from ordinary smartwatches.
First-Generation TAG Heuer Connected Smartwatch
TAG released the first-generation Connected smartwatch (Reference SAR8A80) in 2015, the same year that the Apple Watch made its debut. Wearable technology was in its infancy, and concepts like mapping and exercise apps on the wrist were still a novelty. The style of wearables was clunky, and most of the options on the market lacked the weight and finish of a quality watch. TAG entered the market with the goal of producing a smartwatch that looked and felt like a traditional TAG Heuer automatic. In partnership with Intel and Google, TAG created the Connected with the most current technology packaged in a silhouette that echoed the legendary Carrera. Native clock and stopwatch apps accurately reproduced the Carrera dial, which further connected the Connected to TAG’s heritage.
The 46mm by 12.8mm thick case on the first-generation TAG Heuer Connected was lightweight titanium. It had a rubber strap with a titanium clasp, a sapphire crystal and a solid plastic caseback with no heart rate monitor. Inside was a 1.66 GHz dual core Intel processor with 1GB of RAM and 4GB of storage for apps. The Google Wear OS was compatible with Android and iOS, and the watch had Bluetooth and Wi-Fi connectivity. Apps filled the entire 1.5-inch LCD touchscreen at a resolution of 240 pixels per inch (PPI). This left no unused “flat tire” blank spot at the bottom of the screen as commonly found in competitive products of that era.
TAG Heuer was concerned that future obsolescence would be an impediment to some buyers, especially considering that the retail price on the Connected was $1,500. To mitigate the risk, TAG offered a trade-in program. Buyers could trade the Swiss-engineered smartwatch in for a Swiss-made analog TAG Heuer watch after two years.
The Second-Generation TAG Heuer Modular 45
As wearable technology began to mature in 2017, TAG Heuer rolled out the second-generation Modular 45. This watch carried the Swiss-made designation on the horn below 6 o’clock; it was the first smartwatch with that designation. The style was similar to the first-generation Connected, but it had a titanium caseback and was produced in two sizes: 41mm and 45mm.
TAG added an NFS sensor for electronic payments, and legacy sensors for connectivity were relocated to beneath the bezel to improve performance. The smartwatch employed a 2.5mm sapphire crystal, which added dimension to the 1.39" 280 PPI touchscreen. The content appeared to float beneath the crystal, like the dial of a traditional watch.
The Modular 45 was so named because several parts could be swapped out with the push of a button. TAG offered several different bezels, straps, buckles and lugs to connect the strap to the body. TAG continued to offer the first generation’s trade-in policy, but the Modular 45 went one step further by offering modular automatic and tourbillon modules. These instantly transformed the Connected into a luxury mechanical watch. In total, there were 56 different versions of the Modular 45 that ranged in price from $1,600 to $17,000.
The Third-Generation TAG Heuer Connected Smartwatch
TAG Heuer released the Snapdragon 3100-powered third-generation Connected smartwatch (Reference SBG8A10BT.6219) in 2020. The watch is available in 45mm steel and titanium cases with a steel or black ceramic bezel and variety of strap and bracelet options. The addition of functional pushers and faceted lugs make the similarities with a traditional Carrera even more pronounced. The optical sensor on the caseback accurately measures heart rate, and the OLED touchscreen’s resolution improved to 320 PPI. TAG also added compass, accelerometer and gyroscopic sensors to improve performance on sports and fitness applications. In addition, a new companion app makes syncing with fitness apps like Strava and Apple Health easy.
Battery life is sufficient for a full day’s use, but when power is low, the watch enters sleep mode and displays a simple three-hand dial. In this mode, the smartwatch is virtually indistinguishable from an analog analogue. The third-generation Connected is preloaded with a variety of apps, and thousands are available for download on the Google Play Store. MSRP on the third generation starts at $1,800 and tops out at $2,350. With the third generation also came the end of TAG’s trade-in policy.
In addition to the standard-variety third-generation Connected smartwatches, TAG Heuer also produced several special editions including the Golf and rose-gold-accented Kingsman editions. The bezel on the Connected Golf smartwatch has an 18-hole scale, and the leather strap carries golf ball-like dimples. The watch is loaded with tools designed to improve a player’s game. These include a score card, real-time distance tracking and a variety of onboard statistics to monitor things like putts per hole, fairways hit and club distance. The OLED touchscreen can even be operated while wearing a golf glove.
TAG Heuer Connected Value
There is much debate about the future value of smart devices. Unlike heirloom-quality watches from TAG Heuer, the cycle of innovation in smartwatches is two years at most. TAG designed the Connected smartwatch with an intentional focus on preserving value beyond the usual window and providing customers with options for future upgrades. Despite the threat of obsolescence, the resale market is healthy, especially for smartwatches and accessories from the second and third generations. New models typically sell for a slight discount off retail, but the savings on preowned models are significantly greater. Special editions like the third-generation Golf regularly sell in the $1,350-$2,000 range, which is significantly less than the $2,550 msrp.