In 2015, TAG Heuer claimed staked a claim in the nascent smartwatch market by unveiling the Android-powered Connected, the world's first luxury Swiss smartwatch. Its $1,500 asking price set it in a league far beyond that of the Apple Watch.
Now, the Swiss watchmaker has announced its next generation of Connected watches, which goes yet another step further than the Apple Watch and its many mix-and-match strap options. The new TAG Heuer Connected Modular 45 Collection allows customers to pick and choose cases, straps and lugs to create a uniquely customizable timepiece.
For example, gold snobs can opt for capped gold case, which pair nicely with a brown calfskin strap and capped gold lugs. Fans of flash can go with diamond-topped titanium case, best with a black calfskin strap and titanium lugs. The possibilities are endless, and customizations can be made on the TAG Heuer website.
But TAG has the rest under control. Powered by Google and Intel technology, the Modular 45 boasts Intel's Atom processor Z34XX, 4GB of internal storage, and Bluetooth, Wi-Fi, GPS and NFC connectivity. It is compatible with Android Wear 2, meaning it can sync up to any iPhone and take advantage of features like Google Maps, Google Fit and Android Pay.
It is also water-resistant down to 165 feet, has a 24-hour battery life and has the coveted Swiss Made tag.
Anyone would benefit from the connectivity, adaptability and Swiss finesse, but a TAG Heuer remains out-of-reach for most folks. Prices on the Modular 45 begin at $1,650.