Connecting classic and modern: TAG Heuer releases third gen Connected smartwatch

Probably most known for its long-standing heritage in motor racing, TAG Heuer has presented and continued to innovate its watches to modern standards while keeping the soul of the race alive in each piece. In 2015, the brand ventured into the luxury smartwatch segment with the TAG Heuer Connected—its first ever smartwatch—and has since introduced a variety of models.

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The first generation Connected was a 46mm number set in titanium and finished on a rubber strap that came in a variety of shades. Powered by an Intel Atom processor, it had Bluetooth and Wi-Fi capabilities and 4GB of storage. It was also the first Android powered wearable that flew way above the $1,000 mark, retailing for $1,500.

Now, on its third generation, the 2020 Connected is powered by Google’s Wear OS and a Qualcomm Snapdragon 310 processor. The chronograph-inspired timepiece has still got the looks reminiscent of real chronographs but has the unique combination of classic design backed by modern technology.

This time around, it comes in a slightly smaller and much thinner 45-mm stainless-steel or titanium case and echoes the distinct design, noble materials, and refined finishes of TAG Heuer chronographs, including their signature facetted lugs, polished and brushed details, a graduated ceramic bezel, a central rotating crown now flanked by two functional pushers, and a screwed caseback. Complementing these are several strap choices like durable rubber straps for sports available in a classic black scale pattern with red stitching, or bolder perforated red, orange or khaki as well as a stainless steel bracelet.

The new Connected also features several design and software upgrades from previous models. It’s got better screen resolution, a larger 430 mAh battery (that charges via a magnetic puck), and more sensors. The new heart rate, compass, accelerometer, and gyroscopic sensors on top of the GPS help users to better keep track of their fitness activities like golf, running, walking, and cycling. The watch is also water resistant up to 5 ATM. Alongside the new Connected, TAG Heuer also debuted their new app, which offers greater personalization as well as complement daily tasks like check notifications all on your wrist. While its an Android wearable, you can still sync your data on Apple Health and Strava as well. Wear OS also means one gets access to Google Assistant and Google Translate using the microphone located on the left side of the case, e-mail and message notifications, Google Pay, as well as music controls, an agenda, weather, maps and more with Google Play and its wide selection of apps, available for iOS and Android mobile users alike.

The dial features an OLED touch-capable screen coated in scratch-resistant sapphire crystal. It always indicates time but can switch between active and ambient mode to extend battery life. The brand promises that the 2020 Connected’s battery can last a one-hour sports session using GPS, audio streaming and heart-rate monitoring and up to six hours of constant sports tracking using GPS, heart-rate monitoring and music, and can be fully recharged in just 1.5 hours The screen is customizable with five always-on mechanical- or digital-inspired TAG Heuer watch faces. This can be further customized to match the user’s unique style and needs. The smartwatch still hums strong with the brand’s rich heritage in watchmaking, and includes a three-hand version of the Heuer 02 manufacture movement skeletonised dial and a digitalised Carrera Heuer 01. Another tribute to the brand’s timekeeping heritage, the new models also introduce a TAG Heuer stopwatch application that can be operated with the pushers and boasts to-the-millisecond precision, as well as a timer, an alarm and a bespoke settings interface.

TAG Heuer’s Chief Strategy and Digital Officer, Frédéric Arnault, who has led this ambitious project since its start eighteen months ago, shares, “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. 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. The navigation has been deeply refined so the product is as intuitive and easy to use as possible, both in everyday life and during sports sessions. 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.”