TAG Heuer unveiled the third generation of its Connected Wear Os smartwatch earlier today, marking the Swiss watchmaker’s position as leader of the luxury smartwatch category.

The TAG Heuer Connected watch is a unique combination of both technology and traditional timepiece, blending the two without compromising on style or utility. The chronograph-inspired timepiece is crafted with respect for watchmaking tradition, while the custom-designed digital experience rivals some of the best smartwatches on the market.

“The TAG Heuer Connected watch was designed and engineered with the same passion and attention to detail as our mechanical watches. Quality of execution is paramount in everything we do, and we never compromise on aesthetics or emotion,” said TAG Heuer’s Chief Strategy and Digital Officer Frédéric Arnault in a statement. “The Connected watch is not only a beautiful timepiece, it’s a truly immersive experience, as it now sits within a complete TAG Heuer digital ecosystem geared towards performance and sports.”

According to Arnault, the navigation has also been refined so the product is as intuitive and easy to use as possible, for both traditional timekeeping and performance. “It expresses the brand in a completely new way and offers limitless possibilities in terms of innovation for the future. Thanks to the talent and dedication of our teams, the new Connected is a truly brand-defining product that will lead the way into a new era for TAG Heuer.”

In terms of aesthetics, the luxury timepiece sports a 45-mm stainless steel or titanium case and refined finishes that TAG Heuer chronographs are known for, including their signature facetted lugs, polished and brushed details, and a graduated ceramic bezel. Powered with Wear OS by Google, the Connected supports wearers by way of Google Assistant, Google Translate, and a wide selection of apps available for both iOS and Android mobile users.

The new TAG Heuer Connected watch is available to order in all regions starting today and is priced at HKD 14,400 for the base smartwatch with black rubber strap.

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