Tag Heuer Teams Up With Google, Intel For New $1650 Android Smartwatch

Customization is progressively becoming the standard for companies. It’s no longer an extra “nice to have” feature that’s added on or not thought of until post-production. The ability to put consumers in control of their product or service is being integrated into the development process from day one.

High-end watch company Tag Heuer brings consumer customization to a new level with its new connected smartwatch dubbed the Connected Modular 45. Teaming up with Google and Intel, the luxury Swiss company’s new take on the connected smartwatch starts at $1,650 and allows consumers to select up to 500 various design combinations of colors, buckles and modules. One of the more wow factors for this watch may just be that it’s waterproof by up to 50 meters. Consumers looking for a more traditional aesthetic have the option to participate in Tag Heuer’s trade-in program, which allows the new connected smartwatch to be swapped for the Tourbillon Heuer 02-T model.

Tag Heuer’s CEO and president of its LVMH Watch Division, Jean-Claude Biver, commented on this new connected smartwatch release in a statement to TechCrunch. He said, “This is a Swiss watch which embodies the luxury codes of tomorrow and which not only enables you to connect to the future, but also to connect to eternity thanks to its simple and smart modular design. This innovative, unique and distinctive watch is at the forefront of the latest technologies available in Silicon Valley and, at the same time, a genuine Swiss watch, bearing the Swiss Made label. It is the incarnation of our leading position with luxury connected watch and with this high level of technology.”

As connected smartwatches move forward, it’s likely that more will follow a similar route to Tag Heuer in terms of either interchangeable custom pieces and/or a sleeker look to blend in with a more traditional watch aesthetic.