Tue, May 2, 2017

Luxury Goods, Jewellery & Watches
TAG Heuer connects with Dubai

TAG Heuer has launched a special edition of its latest Connected watch, specially dedicated to the city of Dubai. 

Designed in collaboration with the Dubai Department of Tourism & Marketing (Dubai Tourism), the special edition of its Connected Modular 45 watch was launched at the recently-held Arabian Travel Market (ATM) in Dubai.

Launched earlier this year, the Connected Watch Modular 45 is a Swiss luxury smartwatch engineered in collaboration with Intel. 

Based on TAG Heuer’s Carrera model, it features a new concept for smart watches: the connected module is interchangeable with an haute horlogerie mechanical module - three hands or chronograph tourbillon COSC certified - offering a choice of materials, colours and combinations. The concept of modularity also applies to the lugs, strap, buckle. 

It is a luxury watch which can be tailored to suit your mood.

Water-resistant to 50 m, it features GPS, an NFC sensor for payments, a high definition Amoled screen, and wide selection of dials. Google’s Android Wear 2.0 and the new TAG Heuer Companion app improve the software experience and keep the user connected with the people and information that he or she care about most.  In crafting this watch, only high-quality materials have been used, such as titanium, ceramic, rose gold, with impeccable attention to detail.

The Dubai edition is a testimony to a partnership between the city and a brand whose values both represent a harmonious blend of tradition and modernity. While TAG Heuer prides itself on its rich Swiss watchmaking heritage and avant-garde spirit, Dubai has become a name synonymous with dynamism and a digitally connected spirit.

The timepiece is mounted on a brown calfskin strap with rubber lining with an exclusive “Dubai” embossing. The piece also has a spare strap in the shade of blue associated with Dubai. A special case back has been created with an engraving of the Dubai logo.

The partnership between TAG Heuer and Dubai has also resulted in the creation of three innovative digital watch faces. 

The first option alludes to the fact that Dubai is a City That Never Sleeps and is for the fashionable user who aspires to attain an understated yet sleek night time look and feel. It will reflect a metallic finish and elements included are the shade of blue that is specific to the Dubai branding. 

Titled The Land of Desert and Sea, the second face recreates a sense of tranquility that takes users on a sensory voyage of the senses. The colours presented suggest an ocean or desert-like vibe and change slightly through the day, representing a different state of time. The stylistic approach lies between classic and thematic. 

Your Time, Our Essence, the third option focuses on icons that represent Dubai and its culture. A unique icon - such as the Burj Khalifa, Burj Al Arab, and a falcon and peacock - will be used for each hour while the background remains sleek to give the icons a statement pop. This approach gives users an element of surprise and personalisation for each hour with 24 icons for 24 hours of the day.

A total of 200 timepieces, priced at Dh8,000 ($2,178) each, will be made available from the third week of June. Of course, if you want to interchange your digital module with TAG Heuer’s high-end mechanical tourbillion, that could set you back by an extra $20,000!

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