TAG are targeting a younger market than many Swiss watch brands and one way to sell your connected or smart watches is to big up the NFT angle.

NFTs are like watches in some ways, very collectable and often designed by creative people. But a digital piece of art can also be a kind of currency, thanks to blockchain verification and limited editions, celeb art/logos etc.

Basically when you buy an NFT it’s a bit of a gamble, like crypto, and if it pays off big time, then what better way to flaunt your web savvy wealth than by having a picture of a cigar smoking monkey on your watch dial? Maybe NFTs will be as collectable as old masters have been in the art world for centuries, maybe not.

Here’s the word from TAG;

The TAG Heuer Connected has established itself as a world leader in luxury smartwatches, and the new experience cements the Swiss watch brand’s reputation for innovation, with NFTs delivered to
the watch alongside TAG Heuer’s collection of digital and analog-inspired watch faces.

Users can transfer multiple NFTs to the new Lens watch face via a paired smartphone. This watch face has three unique ways to display time while showcasing their favorite pictures or NFT artworks including a new conceptual design with a triangle and a circle representing hours and minutes.

TAG Heuer has partnered with Ledger to enable its users to securely access and display their NFTs on the TAG Heuer Connected; the new functionality also supports Metamask. Users can then resize
the image, so it works well on the watch’s round screen.

The new TAG Heuer Connected Calibre E4 offers the perfect platform to view these artworks whose ownership is secured by the blockchain technology, with an industry-leading screen built to be clear even in strong sunlight, thanks to a high contrast ratio. High-fidelity color reproduction means that NFTs shine out of the screen the way they were meant to be seen.