Tag Heuer watches to display NFTs: The ultimate status symbol?

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Tag Heuer was an early mover in the luxury sector with the introduction of crypto payments on its US website. Now, the LVMH-owned Swiss luxury watchmaker is taking the lead again, with the addition of a connection to a crypto wallet allowing users to display their NFTs on the face of their smartwatch.

The new functionality is being added to the Tag Heuer Connected Calibre E4 smartwatch, and will also be available as a free update for smartwatch owners via Apple’s App Store and Google’s Play Store. Users can securely connect to crypto wallets such as Metamask or Ledger Live. The watch face has three ways to display time while showcasing NFT artworks, operating with all the collections on Ethereum.

Tag Heuer CEO Frédéric Arnault believes that an NFT display will be an attractive add-on for watch owners. “Not launching our own NFT collection but allowing collectors to use their NFTs in a new way was the most obvious first step. We speak to all passionate collectors,” he says.

Arnault, son of LVMH chairman Bernard Arnault, will be using the functionality himself: he recently bought a NFT from Bored Apes — an Ape with an eyepatch and diamond grin.


Frédéric Arnault, Tag Heuer CEO.

Photo: Courtesy of Tag Heuer

Modern-day Daft Punks?

Tag Heuer worked closely with a flurry of collectors to fine tune the new functionality. Some of them have lent their NFTs for a campaign backing the launch. A fully digital campaign will focus on Twitter. Discord, an invite-only social media platform, and physical events might follow at a later stage. Despite the huge number of Twitter followers and high-profile personalities within the community, many NFT collectors prefer to stay anonymous. “They are the modern-day Daft Punk,” says Guillaume Mathias, Tag Heuer product manager, referencing the 1990s’ French electronic music duo who wore helmets to preserve their identities.