TAG Heuer launches NFT-enabled smartwatch

TAG Heuer launches NFT-displaying smartwatch with Blockchain ownership verification and NFT transferability functions.
June 20, 2022 - Cynthia Chung

Swiss luxury watchmaker TAG Heuer is planning to launch a smartwatch that displays NFTs on its watchface and include a connection to crypto wallets.

The new feature added to the Tag Heuer ‘Connected Calibre E4,’ will display both JPEG and GIF NFTs within a hexagonal border - similar to how Twitter displays verified NFT profile pictures. The smartwatch will also be able to connect to the Blockchain and verify the wearer’s NFT ownership. TAG Heuer describes that feature, saying ‘Verified NFTs are displayed in a hexagon with a cloud of particles gravitating around the image.’

Smartwatch owners can securely connect to crypto wallets such as Metamask or Ledger Live while multiple NFTs can be transferred at a time to the watch via a paired smartphone. 

The NFTs can be resized and displayed on the watchface in three different designs. In addition to NFTs, the watch can also display owners’ personal photos from their phone’s personal phone gallery and a range of images curated by TAG Heuer. 

The new feature is set to be available for a free update for Tag Heuer Calibre E4 owners via Apple’s App Store and Google Play. 

TAG Heuer presents a new way to bring these valuable and highly collectible artworks into the real world. For the first time, they can be worn on your wrist with verified proof of ownership. The TAG Heuer Connected Calibre E4 allows users to display NFT artworks on your watch by connecting your crypto wallet to guarantee authenticity.

Tag Heuer CEO, Frédéric Arnault likens displaying NFTs on watches in the physical world to NFT holders showcasing their NFTs like a badge of honour. 

‘We think that the wrist is a great place to display your NFT — to have it close to you but also as a way of authentication between members of the community, like a badge of honour, in a subdued way,’ Arnault said. ‘We also believe in digital twins and proof of ownership associated with mechanical watches.’

‘I have had a deep interest in the NFT space, and this feature fits with TAG Heuer’s tradition of being avant-garde and innovative in technology. Watch this space, as TAG Heuer will have more stories to tell about Web3.’ he added.

For Tag Heuer, there’s plenty of room to grow in the Web3 space. It has a team of in-house developers dedicated to Blockchain-related projects. Back in may, TAG Heuer partnered with BitPay to permit payments on its U.S. website in thirteen different cryptocurrencies, including Bitcoin, Ethereum and stablecoins.

The news comes only days after the company partnered with Bitpay to begin accepting thirteen cryptocurrencies as payment for online purchases in the United States, and indicates yet another commitment to Web3 technology by a major luxury brand.

Last month, Balenciaga and Gucci announced they would start accepting cryptocurrencies as a payment method. Bulgari, Hublot, Breitling, Jacob & Co, Prada have all issued NFTs recently. 

Photo: Tag Heuer

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