Train Like Naomi Osaka With Tag Heuer With Caliber E4 – WWD

PARIS – Tag Heuer will launch its latest connected watch, the Caliber E4 model, which will be available on the market from March 10.

But don’t ask Frédéric Arnault, the Swiss watchmaker’s chief executive officer, about the new digital bells and whistles on board – although there are plenty of them too.

“We are often asked what is new or innovative [in our connected watches] or what it does. And yes, that’s important, but as a luxury brand, it’s not necessarily what comes first. The top priority is design, emotional bonding, attention to detail. This is the theoretical basis of [this watch] Arnault said at a preview.

According to him, connected watches are the fastest growing category for Tag Heuer. It currently accounts for around 15% of the overall business due to a favorable backdrop for the watch industry and the brand’s continued investments in distribution and communicate.

“We ended 2021 on a very positive note and are starting 2022 on a very active note in our traditional quartz and mechanical watch segments. Connected systems grow faster and in the same way, from the first launch [in 2015]”I said.

In addition to the new specifications of these Caliber E4 devices, “a key challenge is to ensure our customers are happy with this product and wear their watches every day. And if they do, after a while, they’ll want to buy and wear the latest generation,” says Arnault, noting that previously the focus was on convincing customers to forego mechanical timekeepers for partners. their connected.

Therefore, the expansion of the trade exchange program is launched in 2021 to 20 countries. According to Tag Heuer’s software product product manager, Guillaume Mathias, the brand plans to continue providing support for all generations of connected watches. Arnault estimates that regular users of the first generation, launched in 2015, still number in the thousands.

That doesn’t stop the brand from making sure that the Caliber E4 watches, named after their fourth-generation electronics, offer plenty of reasons to make trade-offs, starting with the addition of a barometric sensor. and two sizes.

The first is a shrunken 45mm model, retailing for 1,950 euros, where attention is drawn to ease of use on the go, with an upgraded ceramic bezel and larger crown.

Digital watch face has also been reviewed. While some designs continue to copy traditional watch elements that include other Tag Heuer product lines, others offer more abstract images, due to “beyond the constraints of the elements. create the brand’s watches to express the idea of ​​movement in an artistic way,” said the executive.

Tag Heuer Caliber E4 42mm and 45mm

Tag Heuer Caliber E4 42mm (left) and 45mm (right)
Courtesy of Tag Heuer

Brand new is the 42mm watch, priced at 1,700 euros and aimed at smaller wrists, in the mind of the female consumer. Rather than shrinking its larger brother, it was redesigned to blur the line between a luxury watch and its sporting capabilities – focusing on sports like golf, running or swimming.

“You’re not buying a traditional timekeeper to help you get productive, but it’s a major part of buying a connected watch where it is a tool,” says Arnault, at the same time. note that this idea has steered the brand towards “sports that are actually practiced” by a broader consumer base rather than professional establishments like Formula 1.

First introduced in the new model, says Mathias, is a fitness experience, consisting of seven-minute exercise routines developed by fitness trainers and illustrated with videos created by fitness trainers. created through motion capture to give a realistic sense of the body, says Mathias.

“For most of our users, [change] Start with small things like calories or daily steps. That’s why we wanted to kick off the fitness side, because after the COVID-19 pandemic, many people were sedentary and gyms closed. We think it is perfect for this because you can do [a seven-minute routine] Arnault said.

Other upgrades for this iteration include a new charger, which serves as a stand to display the clock; 30% improvement in battery life; and faster data transfer rate.

And for those looking to take it to the next level, the March 10 release of Caliber E4 is also home to shows developed with brand ambassadors, including tennis star Naomi Osaka. and Olympian Sydney McLaughlin, the faces representing this iteration of Heuer’s Connected Watch Tag. Train Like Naomi Osaka With Tag Heuer With Caliber E4 – WWD


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