Tag Heuer’s new Android Wear watch is modular, still super-expensive

Coming 18 months after Tag’s first smartwatch, the Connected, the new model includes a fully modular design which lets buyers configure the watch exactly how they want. You’ll be able to buy a Calibre 05 automatic or tourbillon chronograph module separately, providing a lot more options.

You can choose from a multitude of straps, finishes, materials and colors, across 11 base designs and 45 additional options that are available on special order, including premium materials like rose gold and diamonds. There will be at least 18 straps available at launch, including ones made of leather, rubber, titanium, and ceramic. Engineered in collaboration with Intel, the Tag Heuer Connected Modular 45 marks the second collaboration between the two brands after TAG Heuer Connected debuted in 2015. But there are certain now-standard smartwatch features like Global Positioning System and heart rate monitoring that are conspicuously absent.

The Tag Heuer Connected Modular 45 is an elegant smartwatch, which is encased in polished grade 5 titanium (for the classic variant). The device is powered by the Intel Atom Z34XX processor with 4GB storage, along with WiFi and Global Positioning System.

The luxury smartwatch comes with an added advantage of being water-resistant for up to 50 meters.

You didn’t expect the TAG Heuer Connected Modular 45 to be cheap, did you? Biver also suggested Tag could in the future over four, five or six mechanical movements to fit the Connected Modular 45. Interestingly enough there’s talk of Intel developing a virtual assistant of its own, which might eventually make it onboard of the smartwatch.

The first generation of the TAG Heuer Connected pushed the boundary of what is possible when you combine traditional watchmaking and cutting-edge technology. The TAG badge appeared to treble the price of a watch that did pretty much what most other £350 smartwatches were doing at the time. This device works with Tap-to-pay with NFC as well as on-screen navigation without needing to be tethered to a smartphone. At $1,650, it’s a full $150 more expensive than the previous version.

The lure of a connection to the Swiss watchmaker worked its magic and the first Connected was a sell-out, with production volumes increased nearly immediately by the brand.

Thanks to a technology transfer from partner Intel Corp (INTC.O), the watch can be assembled in Switzerland, thus qualifying for the traditionally coveted “Swiss Made” label.