BY DEVIKA C. MEHTA
GLENDALE, CA - Swiss luxury watchmaker TAG Heuer, joined the ‘See Now, Buy Now’ movement with the launch of the Connected Modular 45, a watch that is set to appeal to tech geeks and traditionalists alike, at the Bhindi Jewelers located in the Galleria Mall here. The Bhindi family was in full attendance to support TAG Heuer...
GLENDALE, CA - Swiss luxury watchmaker TAG Heuer, joined the ‘See Now, Buy Now’ movement with the launch of the Connected Modular 45, a watch that is set to appeal to tech geeks and traditionalists alike, at the Bhindi Jewelers located in the Galleria Mall here. The Bhindi family was in full attendance to support TAG Heuer...
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and commemorate the launch of the watch at its showroom. Calling it a proud moment, they celebrated the launch with an exhibition for customers and several guests, who turned up at the event in great numbers making it a huge success.
The unique timepiece was later auctioned to support Cops for Kids, a local charity that was founded by the Glendale Police Officers’ Association to sponsor school events, sports teams and support special needs and underprivileged youths.
Besides the swanky watch, another major attraction of the evening was Alec Andon aka Alec Monopoly, a graffiti artist and an art provocateur, who is now the TAG Heuer brand ambassador. He inaugurated the exhibition, uniting the worlds of street art and technological innovation and surprised guests by creating art onsite, including spray painting a Connected Modular 45. Sporting a hat and his face hidden behind a bandana, Andon enthusiastically added, “Street painting remains my true passion besides watches. This is a perfect opportunity to combine my artistic abilities with my love of time pieces. I am excited to put my creative ideas to work for TAG Heuer.”
The artist takes his name from Mr. Monopoly, the diminutive and debonair banker character. Following his success, he now re-contextualizes other icons of popular culture like Scrooge McDuck and Richie Rich.
Talking about the specifications of Connected Modular 45, it is a second-generation watch that lets wearers switch between a smartwatch head and a traditional mechanical movement in no time. It has a round case which contains the module that displays time and information from applications installed. This case can also be unfastened from the watch strap and replaced with a traditional dial containing a mechanical watch movement. As per Roland Enderli, Vice President of Sales, TAG Heuer North America, “This time, the incredible swanky watch has also embraced Google’s Android Wear 2.0 (GOOGL) with a built-in GPS and NFC contactless payment chip. It is also water resistant to 50 meters and scratch free. The watch still qualifies for the traditionally coveted ‘Swiss Made’ model all thanks to the technology transfer partner Intel (INTC), the watch can be assembled in Switzerland.”
Certainly, the watch is Tag Heuer’s brand strategy to overcome the apparent contradiction between Swiss mechanical watches and win new customers while retaining those who are technology conscious. The move has been taken after the first-generation connected watch earned great profits for the company by selling nearly 56,000 pieces.
This year TAG Heuer aims to sell 150,000 pieces and probably will launch a smaller unisex version in October. So, if you plan to buy it, get ready to shell out $1,650 for the basic version and an extra $4,000 if you want to buy a mechanical watch module; a more expensive version is also available in stores to suit your luxury needs.
The Connected Modular 45 is available to consumers in TAG Heuer boutiques and a select number of authorized TAG Heuer dealers across North America. It will also be available for sale in Bhindi Artesia and Bhindi Glendale.
The unique timepiece was later auctioned to support Cops for Kids, a local charity that was founded by the Glendale Police Officers’ Association to sponsor school events, sports teams and support special needs and underprivileged youths.
Besides the swanky watch, another major attraction of the evening was Alec Andon aka Alec Monopoly, a graffiti artist and an art provocateur, who is now the TAG Heuer brand ambassador. He inaugurated the exhibition, uniting the worlds of street art and technological innovation and surprised guests by creating art onsite, including spray painting a Connected Modular 45. Sporting a hat and his face hidden behind a bandana, Andon enthusiastically added, “Street painting remains my true passion besides watches. This is a perfect opportunity to combine my artistic abilities with my love of time pieces. I am excited to put my creative ideas to work for TAG Heuer.”
The artist takes his name from Mr. Monopoly, the diminutive and debonair banker character. Following his success, he now re-contextualizes other icons of popular culture like Scrooge McDuck and Richie Rich.
Talking about the specifications of Connected Modular 45, it is a second-generation watch that lets wearers switch between a smartwatch head and a traditional mechanical movement in no time. It has a round case which contains the module that displays time and information from applications installed. This case can also be unfastened from the watch strap and replaced with a traditional dial containing a mechanical watch movement. As per Roland Enderli, Vice President of Sales, TAG Heuer North America, “This time, the incredible swanky watch has also embraced Google’s Android Wear 2.0 (GOOGL) with a built-in GPS and NFC contactless payment chip. It is also water resistant to 50 meters and scratch free. The watch still qualifies for the traditionally coveted ‘Swiss Made’ model all thanks to the technology transfer partner Intel (INTC), the watch can be assembled in Switzerland.”
Certainly, the watch is Tag Heuer’s brand strategy to overcome the apparent contradiction between Swiss mechanical watches and win new customers while retaining those who are technology conscious. The move has been taken after the first-generation connected watch earned great profits for the company by selling nearly 56,000 pieces.
This year TAG Heuer aims to sell 150,000 pieces and probably will launch a smaller unisex version in October. So, if you plan to buy it, get ready to shell out $1,650 for the basic version and an extra $4,000 if you want to buy a mechanical watch module; a more expensive version is also available in stores to suit your luxury needs.
The Connected Modular 45 is available to consumers in TAG Heuer boutiques and a select number of authorized TAG Heuer dealers across North America. It will also be available for sale in Bhindi Artesia and Bhindi Glendale.
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