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Luxury Swiss watchmaker TAG Heuer, together with partners Intel and Google, have unveiled the new Connected Modular 45, the second generation of its connected watch. Parallel announcements took place in Switzerland and in the USA.
Designed in the pure Swiss watchmaking tradition, the new watch benefits from over 150 years of Swiss expertise, savoir-faire and heritage as cultivated by TAG Heuer. Its development and assembly has taken place entirely at TAG Heuer’s manufacturing site in La Chaux-de-Fonds, the cradle of Swiss watchmaking and a UNESCO World Heritage site.
The new watch incorporates all of the traditional Swiss watchmaking expertise of attention to detail, rigour and accuracy, making it the first and only Swiss Made Certified Connected Watch, the label that guarantees the highest standards of Swiss watchmaking quality.
It is because of this deep-rooted connection to Swiss values that TAG Heuer has chosen to present its new timepiece at Rütli Meadow. Rütli in German means "Little meadow". It is Switzerland's founding legend and considered a national monument. Back in 1291 the representatives of the primitive cantons took the oath of Rütli in this clearing just above Lake Lucerne to seal their alliance. Over time, the Rütli meadow has become a "national shrine" and it is here on the 1st August every year where Switzerland celebrates its official national holiday.
A truly modular watch, the new 45 mm in diameter watch features an original concept, which is brand new in the field of connected watches. The connected module is interchangeable with an Haute Horlogerie mechanical module, - watch or chronograph tourbillon, COSC certified, offering a vast choice of materials, colours and combinations. The concept of modularity applies also to the lugs, the straps, the buckle. The new Connected Modular 45 is a luxury watch, which can be completely tailored to suit its owner’s mood.
In this watch only high-quality materials have been used, such as titanium, ceramic and rose gold.
TAG Heuer has worked closely with Intel and Google to create a luxury watch, which combines connectivity and smart technology with Swiss watchmaking expertise. The watch is powered by an Intel® Atom™ processor Z34XX series and operates on Android Wear 2.0. It is water-resistant to 50 metres, it features, Wi-Fi, GPS, an NFC sensor for payments, a stunning high definition AMOLED screen, a wide selection of unlimited customizable TAG Heuer dials and a new Companion app which simplifies all the operations and operating on Android Wear.
Thanks to the very latest Android Wear 2.0 update, iPhone users can now benefit from the almost infinite universe of platforms with over 4000 apps available for download and an ecosystem, which is enhanced daily.
The watch can easily be synchronised with a mobile phone operating on Android 4.3+ or iOS 8.2+. It is recharged using a contact charger.
Featuring 4 GB of storage memory and a latest-generation lithium battery providing over 24 active hours of power, the TAG Heuer Connected is fitted with a small water-resistant microphone enabling the wearer to communicate with it using Google Voice control, as well as a sapphire crystal touchscreen, to be used alongside the command crown at 3 o'clock.
Even when the smart phone is off, the new watch will continue to calculate, display and exchange information while you have a Wi-Fi connection and so remain in contact with the Cloud. Naturally, the applications installed on the watch (music, timer, alarm, pedometer, etc.) remain active even when no connection is available.
The new TAG Heuer Connected Modular 45 is on sale from 1650 CHF, 1650 USD (ex.VAT), 1600 Euros, 1400 GBP, 13,100 HKD, 175,000 JPY (ex.VAT), 2300 AUD, 7350 MYR, 2400 SGD.
Date : March 14, 2017
Location 1: Launch Event:
City of Brunnen and on the Rütli Meadow, Switzerland
Location 2: TAG Heuer Factory Headquarters,
La Chaux-de-Fonds, Switzerland
TRT: 09’22’’
Shot List
Interviews
- ITW Mr. Jean-Claude Biver, CEO TAG Heuer
- ITW Mr. David Singleton, VP of Engineering, Android Wear, Google
- ITW Mr. Josh Walden, SVP Intel, General Manager New Technology Group
B-Rolls
- B-Roll Connected Watch Launch Event, Location: Brunnen Switzerland
- Aerials Rütli Meadow, birthplace of Switzerland
- Crossbow shooting on Rütli Meadow
- Shots of watch at the event & polished Pack Shots
- B-Roll TAG Heuer Factory, assembly line Connected Watch
Transcripts of Interviews
Transcript 1: Mr. Biver, CEO TAG Heuer
1. Question: Connected Watch V1 was a Milestone for TAG. Will V2 be a milestone for the Swiss Industry?
Yes, and a milestone for our region La-Chaux-de-Fonds. Because we have brought a tech transfer which was possible with the first version immediately but since the first day we thought how can we bring this tech into Switzerland and into TAG Heuer. And together with Intel we have achieved it.
And today we are here in the workshop were we assemble the PCB, the microprocessors, WHERE WE GIVE BIRTH TO THE FIRST SWISS-MADE CONNECTED TAG HEUER WATCH.
2 Question: Why can this version now be labelled Swiss-Made?
With the tech transfer that you see here we are able to say that this watch is a connected watch and it is the first one that is Swiss Made.
3 Question: Why can it be labelled Swiss-made, what is different between v1 and v2? (short version answer)
What is new is that we assemble the motherboard now here in Switzerland and that makes a big difference. It is a tech transfer and it enables us the watch is swiss made.
4. Question: Where are we in the evolution of smart watches?
We are in the stone age, at the start. Remember how the first smart phone was 10 years ago and how your phone looks today. We will have a similar evolution for the connected watch. And the connected watch might replace the phone.
The wrist is the best INFORMATION BILLBOARD OF A HUMAN BEING. That is where you want to have the information. Therefore, the connected watch, not as it is today but with all the evolution, is the future of the communication of the people.
5. Question: What are the sales targets vor the V2?
The V1 sold instantly and we sold 60 thousand pieces. At the beginning the budget was 10 thousand and in the end we sold 60 thousand. The budget for the V2 is 150 thousand.
6. Question: How does the modularity work on this V2?
You can change it and transform it. You can dismantle and take mechanical piece. This means you can take a connected watch and connect it to the future with intel with google, or it can be connected to the past to 1801 with the invention of the tourbillion. We connect you to tradition and to future all in the same watch.
7. Question: What is the impact of the connected watch on the labor market locally?
It means pride, we are proud that we’re able to do this. But it also means that we are learning new technologies. And it can mean hundreds of jobs, 2-3-4 hundred jobs, to make the case, make the bracelets, jobs to make the buckle and jobs to make the inside of the watch.
Transcript 2: David Singleton, VP of Engineering, Android Wear, Google
Statement: We are excited to be here with TAG Heuer and Intel to launch the modular Tag Heuer Connected Watch 45.
Q1: What were the features people use the most on smart watches?
A: (watchfaces, messaging and fitness)
Transcript 3: Josh Walden, SVP Intel Corp, General Manager New Technology Group
Q1: What is special about transferring manufacturing process to Switzerland?
A:(started it with V1, and continued the tech transfer with V2)
Q2: What are Intel’s expectations for V2?
A:(V1 was a successful experiment. V2 with modularity will exceed V1)
End of Transcript and Shot List
14 March 2017
