TAG Heuer Debuts Connected Modular 45 in Switzerland’s Heart
In the heart of Switzerland, where fine watchmaking has sprouted deep roots, TAG Heuer premiered a watch that looks into the future.
On March 14, the Swiss horologer together with its partners Intel and Google unveiled the Connected Modular 45 watch in a press conference in the city of Brunnen. With its breathtaking vistas and pivotal place in the country’s history, the venue held a symbolic significance.
Huddled on the shore of Lake Lucerne, Brunnen reveals a splendid view of Rütli. Denoting a “little meadow” in German, Rütli saw the very creation of modern Switzerland. It was here, in the clearing above the cerulean lake, where, in 1921, representatives from rural cantons (the Swiss equivalent of the US’ states) sealed their alliance with a pledge – the oath of Rütli.
Ever since, Rütli has loomed in the public conscience as a “national shrine.” Every August 1st, it hosts the celebrations of Switzerland’s official national holiday.
It is Rütli’s pure Swiss values that drew TAG Heuer’s CEO Jean-Claude Biver, also president of the LVMH Group Watch Division, to the region as a befitting setting for the debut of the Connect Modular 45 piece. Also present at the premiere were Josh Walden, Senior Vice President and General Manager of the New Technology Group at Intel, and David Singleton, Vice President of Android Engineering at Google.
“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,” said Biver. “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.”
Heeding Switzerland’s past but following the latest avant-garde codes of today, TAG Heuer’s Connected Modular 45 is the first watch ever to heed the “see now, buy now” approach. As of March 14, it is available in the label’s boutiques and online webstore.
