For Tag Heuer, the smartwatch is purely 'additional business'

The new Connected Watch combines high-performance digital experiences with fine watchmaking.

“The new Connected Watch combines high-performance digital experiences with our new TAG Heuer Sports App and fine watchmaking,” says Frederic Arnault, the company’s chief strategy officer and digital officer. In previous generations, a steel bezel interfered with the sensors, so the watch construction was a bit bulkier .

“We continue to invest heavily in the mechanical watch space; it is what we stand for, and our core values are in the mechanical watch world,” says the 24-year-old Arnault, whose father Bernard is chairman of Tag’s parent company, LVMH.In fact, the connected watch business nourishes the mechanical business, according to Arnault: Some people who start with a smart watch go on to buy mechanical TAG Heuer watches.

While the Covid-19 coronavirus pandemic could slow initial sales as people delay big-ticket purchases, the Tag Heuer Connected Watch is a multipurpose purchase, especially with the Sports App that tracks not just walking, but jogging, running, and even golf .

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