Swiss luxury watch brand TAG Heuer has launched support for NFTs on one of its watches, the Connected Calibre E4, enabling customers to showcase their non-fungible tokens (NFTs). The experience is enabled by connecting the watch to a crypto wallet.
Through the watch’s exclusive features, owners will be able to transfer images of owned NFTs to the watch’s Lens face through a smartphone app. There are three different designs for the display of the digital artwork and time, and customers can also resize the collectible image to fit on the smartwatch’s screen. Animated NFTs are also supported.
TAG Heuer has integrated with multiple crypto wallets, including Metamask and LedgerLive, and partnered with crypto community members involved with projects such as the Bored Ape Yacht Club (BAYC) and Clone-X.
While there are a small number of specialist NFT displays, the brand is helping to showcase NFTs in a luxury experience-like manner. For BAYC and other similar collection community members, this was a service that was lacking until now.
Owners of NFTs in these kinds of projects are mostly wealthy and the type of consumer that would be able to afford a TAG Heuer watch, which costs $1,800 to $2,250 in the case of the Connected Calibre E4. With the hype and enthusiasm around these NFT collections, they would also likely showcase their ownership.
TAG Heuer is part of the LVMH luxury group. Several brands within the group have launched individual collections and projects, but the watch brand is one of the first to launch a physical product centered around the NFT industry.
LVMH founded Aura, which initially was a consortium focused on using blockchain technology to help luxury brands fight counterfeiting. More recently, Aura provides technology and support for the consortium’s brands to launch NFT projects.