On June 15, Tag Heuer, a luxury watchmaker brand, became the first in the luxury watch sector to opt for crypto payments on its US website. The LVMH-owned Swiss luxury watchmaker all ready to disrupt the market with the addition of a crypto wallet link that enables visitors to display their NFTs on the face of their smartwatch. Tag Heuer Connected Calibre E4 smartwatch owners can download the latest update for free from Apple’s App Store or Google’s Play Store. The smart watch has three ways to display time while displaying NFT artwork, and it works with all Ethereum collections.
Tag Heuer CEO Frédéric Arnault stated:
“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. “
Tag Heuer collaborated with collectors to perfect this new feature. Some have even contributed to NFTs in order to show their support for the campaign. The digital campaign will be launched solely on Twitter. There are chances that Discord, an invite-only social media platform, and physical events may be added later. Despite having a large number of Twitter followers and high-profile members in the community, many NFT collectors prefer to remain anonymous.
“They are the modern-day Daft Punk,” Tag Heuer product manager Guillaume Mathias says, referring to the 1990s French electronic music duo who wore helmets to protect their identities.
The watch sector was an early supporter of Web3, with executives keen to focus on the newly wealthy crypto investors’ spending power by cultivating a collector spirit. NFTs have been issued by Hublot, Bulgari, and Breitling.
Arnault stated:
“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 honour, in a subdued way.”
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