Luxury watch Tag Heuer is running quite ahead of its time as it plans to venture in the NFT space by displaying NFTs on its smartwatches’ screen. The watch brand is planning to include a connection to crypto wallets to let users display their NFTs on the face of their smartwatch.
The new feature is added to the Tag Heuer Connected Calibre E4 smartwatch. Additionally, the functionality will be up as a free update for smartwatch owners via Apple’s App Store and Google’s Play Store.
Customers can safely link their crypto wallets including Metamask or Ledger Live. The watch screen has three different ways to showcase time while also displaying NFT artworks, by working with all the collections on Ethereum.
The new feature however is an extension to LVMH-owned Swiss luxury watchmaker’s crypto spirit as it had recently partnered with Bitpay to accept crypto online payments. The watch company already sold nice pieces even during the market uncertainties.
Tag Heuer CEO Frédéric Arnault thinks that an NFT display will be an appealing additional feature for watch owners.
He added, “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.”
Noteworthily, Arnault, son of LVMH chairman Bernard Arnault, will be using this feature himself. He had recently bought Bored Apes NFT with an eyepatch and diamond grin.
Tag Heuer worked closely with collectors to bring perfection to this new function. Some of the collectors have even lent their NFTs for a campaign supporting the release of this feature.
Twitter will see a full fledged digital campaign soon and so will Discord, and physical events might follow up at a later stage.
The watch industry has been a staunch advocate of Web3.
Arnault compares the concept of displaying NFTs on wrists with that of the NFT holders subtly flaunting their collection like a badge of honour.
The chairman also revealed the firm’s belief in introducing digital twins and proof of ownership linked with mechanical watches.
Arnault is consistently optimistic about Web3 and crypto. “Now, we will speak more directly to the community. 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”, he said.
