TAG HEUER CONNECTED MODULAR 45: THE WORLD’S

FIRST SWISS MADE SMARTWATCH

8th March - 21st March

TABLE OF CONTENTS:

INTRODUCTION.........................................03

SNAPSHOT OF THE PERIOD

Trending Topics...........................................05

Volume of Conversations......................07

ANALYZING THE SOCIAL BUZZ

Among Influencers...................................10

Beyond Influencers....................................12

THE BACKGROUND...................................13

BEHIND THE TREND.................................16

READ THE TREND.....................................21

THE METHOD...............................................22

THE FOUNDATION’S MISSION...........23

INTRODUCTION

This series of trend reports are a collaboration between London-based agency RE-UP and the Fondation de la Haute Horlogerie. They will look back over the past two weeks and

discover what’s been ‘trending’ online.

We aim to discover which watches, stories and industrial developments in the world of horology gain the most amount of coverage on the digital sphere - uncovering why these

trends are important.

SNAPSHOTOF THE PERIOD

TRENDING TOPICS AND STORIESFROM 8TH MARCH TO 21ST MARCH

Percentage of conversation about Fine Watchmaking* brands penetrated by the topic, on a sample of 1,000 articles*Fine Watchmaking defined by the parameters set by the Fondation de la Haute Horlogerie in their White Paper report

Baselworld

Tag Heuer Connected

Zenith El Primero Range Rover collaboration

Montblanc Summit smartwatch

De Bethune DB28 Kind Of Blue Tourbillon.

14.02%

12.56%

3.06%

2.95%

2.32%

#1 #2 #3 #4 #5

VOLUME OF CONVERSATIONSON HIGH-END WATCHES

ANALYSING THE SOCIAL BUZZ OF THE TAG

HEUER CONNECTED 45

@bolsadona

Among Influencers

9.78%Penetration of conversations by the expression ‘Tag Heuer Connected’ in Swiss watch

related conversations

0.88%Penetration of all

conversations by the expression ‘Tag Heuer

Connected’

311%Increase of ‘Tag Heuer

Connected’ mentions against the previous two weeks

“We will work to sell 150,000 pieces”

- Jean-Claude Biver, CEO of Tag Heuer

Beyond Influencers

8,202All online mentions of‘Tag Heuer Connected’

2,615%Increase of ‘Tag Heuer

Connected’ mentions against the previous two weeks

THE BACKGROUND

On the 15th March, Tag Heuer released their newest offering to the smartwatch world with the Connected

Modular 45. Following the success of their first smartwatch which sold over 56,000 units, they have

taken a further step in the world of technology and have created the first ever smartwatch carrying the Swiss

Made label.

Partnering with Intel and Google, the watch runs on an Android platform and almost everything on it is

customisable including the straps, dials, lugs, buckles, bezels and more.

@dimax_riga

In fact, even the touchscreen can be swapped or a classic mechanical watch head giving the piece almost infinite

styles and ever-lasting wearability.

Jean-Claude Biver, Tag Heuer’s CEO and President of the LVMH Watch Division, describes the timepiece as “a Swiss watch which embodies the luxury codes of

tomorrow, and which not only enables you to connect with the future, but to connect to eternity thanks to its

simple and smart modular design”.

This is an important statement for smartwatches, which in the past, have been cited for the lack of longevity.

BEHINDTHE TREND

Not long ago on the HH Journal, we spoke about how iconic tool watches were the perfect companions for a new era of travellers. This watch creates the perfect combination between a smartwatch and a tool watch, putting it into that category of watches for extreme

travellers.

The watch is waterproof, its head can be swapped for a classic mechanical one and most parts can be replaced - so it can actually be used for any situation or occasion,

and will surely last the test of time, unlike many other recent attempts at smartwatches

Syl Saller, CMO of Diageo said at SXSW this year “your brand is a promise that your product must keep”, and this

watch is true to that statement for Tag Heuer.

@timeforum.eno

Unlike their previous offering which had a sell-back clause because of the lack of longevity, the new

Connected Modular 45 is set to last the test of time just like any other Tag Heuer timepiece would.

The Swiss watch industry has always been famed for its forward-thinking natures with regards to mechanical watches; and without taking away from the classicists,

this watch is a modern interpretation of this. Something for everyone, at any time. A truly innovative Swiss Made

smartwatch, the first of its kind.

@i_am_an_editor

TAG Heuer Connects Big Time with Connected Modular 45 Smart WatchAn in-depth look at the new Tag Heuer Connected Modular 45.

READ THE TREND

Swatch Group makes plans for connected watchesSwatch look at what will come next in the connected watch timeline.

“The digital adventure is only just beginning”An interview with Tim Stracke, co-founder of Chrono24 where he discusses the future of smartwatches.

THE METHOD

We use two key social listening tools to gather the raw data we have analysed for this report.

The first, an in-house bespoke database of 2000+ influencers and online sources within luxury and

watches - with the ability to gather insight into six month’s worth of online buzz.

The second, a social (and media) listening tool that looks at multiple keywords. This allows us to measure

and examine all online conversations over a set period.

THEFOUNDATION’S

MISSION

The mechanical watch is a wonderful instrument and the guardian of craftsmanship, creativity

and of course, time.

Our objective here at the Fondation de la Haute Horlogerie, is to take our wealth of expertise into

the world through our four missions: to inform, train, recognise and organise.

Since 2005, we have promoted values of excellence and tradition within an organisation that has the support of

many Fine Watchmaking brands.

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