TAG Heuer, an Moët Hennessy Louis Vuitton (LVMH)-owned watchmaker becomes one of the first watch brands to introduce the NFT feature on its smartwatches. Users can now wear their NFTs and walk around the streets to show off their collectibles on the watch.
NFTs are the new way of showing off wealth. At least that’s what brands want you to portray as. Many luxury and fashion brands are now introducing new products and features to cater to the NFT community.
Watch Brands are also not slowing down with Hublot, Bulgari, and Breitling dropping their own NFT collections, while others are giving utility to NFT holders through their physical products. The same is the case with TAG Heuer.
TAG Heuer is a global luxury watch brand that recently introduced new functionality in its smartwatches. The brand is giving the opportunity for NFT owners to show off their NFTs in public by wearing their smartwatches.
How does the NFT feature work?
According to the company blog post, the feature will be added to the existing Tag Heuer Connected Calibre E4 smartwatch. The watch owners can easily update the feature through App Store or Play Store and enjoy the functionality at its best.
The blog post read: “Verified NFTs are displayed in a hexagon with a cloud of particles gravitating around the image. Some NFTs are still images, and some are animated GIFs. TAG Heuer’s watch face will support these formats in crisp detail, with animations looping infinitely.”
The users will connect their crypto wallet, MetaMask, or Ledger Live, to the TAG Heuer Connected App. After signing in from the wallet, the gallery will display multiple owned NFTs which users can pick to display on the watch.
There are three exclusive designs available to pick on the app to display NFT and the watch will automatically adjust the size of the digital collectible based on the watch screen size.
NFT as a new badge of honor?
The NFT feature by TAG Heuer indicates that the brand is introducing a new way of displaying your wealth to the public. Watches mainly are a sign of wealth and only rich people can afford these limited editions.
With smartwatches and NFT functionality, the world might be entering a new era of social class and status.
As the CEO of TAG Heuer, Frédéric Arnault says, “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.”
The NFT feature on smartwatches is not the only project by TAG Heuer; in fact, the brand recently partnered with BitPay to enable crypto payments. The company is slowly making its way into the Web3 world as it is confident with the products being the perfect embodiment of modern technology.
“We also believe in digital twins and proof of ownership associated with mechanical watches,” says Arnault, which means TAG Heuer will continue to introduce new features related to Web3 in its existing and upcoming smartwatches.
What can this mean for society?
Knowing that people are big fans of TAG Heuer watches, the NFT feature might also be a plus point for buyers, especially NFT owners, to purchase the watch. Furthermore, it can also be regarded as a high status among rich people.
Just like an expensive bag that catches people’s eyes, the NFT display might also become a medium of class and status.