A careful staging on the Rabat terrace of its recently inaugurated space in the center of Barcelona has served to bring the revolutionaryTAG Heuer Connected Watch. Revolutionary not so much because of the functions it offers – which are not few – but because of the concept itself: at the Baselworld 2015 fair Jean-Claude Biver, then recent general director of the brand, announced the creation of a smartwatch by two Silicon Valley giants, none other than Intel and Google. A year later – actually before – a watch is presented that, being pure screen and circuits in a titanium case, breathes what has been called the DNA of TAG-Heuer.
Apple's iWatch gave the starting signal, and practically since then there has been a debate between this type of watches and traditional mechanical ones, whether some will replace the others or whether these will become obsolete material in a short time so that these others continue to reign... while some "traditional" brands struggle in anguish seeing how the tide of smartwatches is rising imperturbably, the genius Biver resolved the matter with a stroke of the pen: "buy theTAG-Heuer Connected Watchand in two years we will exchange it for a mechanical TAG Heuer… if you want.”
€1,500 for a smartwatch is not an amount that non-watch addicts are going to spend happily, but it is no less true that TAG-Heuer is a brand that transcends the watchmaking field and is known beyond it, and the play of “reversibility” from an expensive gadget to a “good watch” (because that is the global perception of a TAG-Heuer watch) makes one more willing to consider the possibility. Among other things, because one of the slogans brought by J-C Biver is to sell watches that seem more expensive than they really are or, put the other way around, that the perceived quality is much higher than the price paid. Of course, to access the exchange for the mechanical watch you will have to pay another €1,500, which leaves the final payment – although postponed – at €3,000. But you will have released two watches.
www.tagheuerconnected.com
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