The replica TAG Heuer is convinced that its second-generation smartwatch will form a new trend in watch design: modularity. It’s new Connected Modular 45 allows customers to unclip the digital watch from the lugs and snap in a mechanical alternative in seconds. Currently, those mechanical options extend to a Calibre 5 automatic and Calibre Heuer-02T tourbillon, though more have been promised. TAG Heuer is launching a “Kingsman Special Edition” (see image below) ahead of the release of Matthew Vaughn’s Kingsman: The Golden Circle. It will be sold online exclusively through Mr. Porter for one month from 6th July.
“The problem of a [traditional] connected watch is that it becomes obsolete. And when it is obsolete, as with my phone, I have to throw it away,” the fake TAG Heuer CEO Jean-Claude Biver tells GQ. “Big Ben is 150 years old and, damn, it still works! There is no car, and there is no phone which can work after 150 years. The modular watch enables you to have tradition and the future. And if you are fed up with the future because the future becomes obsolete, you have your tradition.” Besides, different from the first-generation smartwatch, this one is Swiss-made: the final assembly takes place at the company’s La Chaux-de-Fonds workshops.
Modularity makes the watch extraordinarily customizable; owners can also adjust the strap, buckle, and lugs on the fly. Combine that with the 56 different models of the Modular 45 available at launch, in materials ranging from ceramic to rose gold, and the replica TAG Heuer says there are 4,752 possible configurations. Other companies have attempted to make modular technologies before but encountered difficulties. For instance, Google’s Project Ara modular smartphone never made it to market. Yet Biver says he didn’t have any anxieties about jumping on the trend. “We didn’t hesitate. I was convinced about its success. Every customer wants to be individual.”
But is this watch truly “modular” – isn’t the fake TAG Heuer’s new approach simply a way of selling someone a second watch and making it simple to change the strap? “Why not? I’m open. It’s an amazing way to sell a second watch, yes!”
As for the fake TAG Heuer’s first-connected watch, the digital module (designed in collaboration with Google and Intel) shows classic dials on the display: Once again, it is a smartwatch for fake watch lovers. However, the AMOLED screen is sharper this time, plus the watch comes with Google’s Android Wear 2.0 operating system, is water-resistant to 50m, and is decorated with GPS and NFC.
TAG Heuer replica watch sells well worldwide, while this represents a fraction of the larger smartwatch market, in the context of the Swiss watch world – which is currently weathering both digital disruption and a Chinese slowdown – the manufacturer considers this a success.