Tag Heuer Announces New Feature to Display NFTs on Smartwatches

Swiss luxury watchmaker Tag Heuer is, once again, spearheading the move of the luxury industry into the NFT world. The company recently announced a new feature for its smartwatches which allows its consumers to display their digital tokens. Over the past month, Tag Heuer also became the first luxury brand to accept crypto payments for its products following its partnership with Bitpay. Crypto payments, however, are only currently available for customers who transact through the company’s U.S. website.

“TAG Heuer presents a new way to bring these valuable and highly collectible artworks into the real world,” explained the company. “For the first time, they can be worn on your wrist with verified proof of ownership. The TAG Heuer Connected Calibre E4 allows you to display NFT artworks on your watch by connecting your crypto wallet to guarantee authenticity.”

The integration of an NFT viewer serves as an appealing addition to its consumers, according to CEO Frédéric Arnault. “Not launching our own NFT collection but allowing collectors to use their NFTs in a new way was the most obvious first step. We speak to all passionate collectors,” he affirmed. Arnault is also an owner of a Bored Ape NFT.

This move opens new use-cases for digital assets down the line. Tag Heuer furthered that customers can also pair their smartphones to transfer their NFTs. The company collaborated with various NFT enthusiasts to develop the initiative. While other brands have launched their own collections, Tag Heuer aims to be at the forefront of displaying NFT artworks. “We think that the wrist is a great place to display your NFT — to have it close to you but also as a way of authentication between members of the community, like a badge of honor, in a subdued way,” Arnault elaborated.

The luxury watchmaker continues to dive deeper into Web3 and crypto despite the current situation of the industry. “We already sold nice pieces. Now, we will speak more directly to the community,” added Tag Heuer’s CEO. “We remain very confident in the mid-term. There is volatility, but overall there was very strong growth last year and we are expecting strong growth this year.”

Sources: Vogue Business, CryptoPotato