AG Heuer has unveiled a new experience for its Connected Calibre E4 smartwatch, which allows users to display NFT (non-fungible token) artworks on their watch by connecting their crypto wallet to guarantee their authenticity. NFT (Non-fungible token) is a term used to describe a unique digital asset whose ownership is tracked on a blockchain, such as Ethereum. Assets that can be represented as NFTs range from digital collectibles and art pieces, items that exist within virtual worlds, to claims on physical assets such as clothing items or real estate. In the coming years, NFTs will be used to unlock entirely new use cases that are only made possible by blockchain and crypto.

TAG Heuer introduces a new way to bring these valuable and highly collectible artworks into the real world: for the first time they can be worn on the wrist with a proof of ownership via the Lens watch face. And to develop this new feature TAG Heuer consulted and engaged with key members of the BAYC, Cryptopunk, CLONE-X or World of Women communities, ensuring the Lens functionalities and experience created real value for the community.

The brand has been a pioneer in the luxury smartwatch segment since 2015, with the TAG Heuer Connected, and the new experience is part of TAG Heuer’s expanding digital ecosystem of apps and watch faces, designed by a team of in-house developers and bearing TAG Heuer’s trademark design signatures.

Frédéric Arnault, CEO of TAG Heuer says: “I have had a deep interest in the NFT space, and this feature fits with TAG Heuer’s tradition of being avant-garde and innovative in technology. Our watch enables users to display their digital identity with the ability to prove their NFT ownership. Watch this space, as TAG Heuer will have more stories to tell about Web3.”

The TAG Heuer Connected has established itself as a world leader in luxury smartwatches, and the new experience cements the Swiss watch brand’s reputation for innovation, with NFTs delivered to the watch alongside TAG Heuer’s collection of digital and analog-inspired watch faces.

Users can transfer multiple NFTs to the new Lens watch face via a paired smartphone. This watch face has three unique ways to display time while showcasing their favorite pictures or NFT artworks including a new conceptual design with a triangle and a circle representing hours and minutes.

TAG Heuer has partnered with Ledger to enable its users to securely access and display their NFTs on the TAG Heuer Connected; the new functionality also supports Metamask. Users can then resize the image, so it works well on the watch’s round screen.

The new TAG Heuer Connected Calibre E4 offers the perfect platform to view these artworks whose ownership is secured by the blockchain technology, with an industry-leading screen built to be clear even in strong sunlight, thanks to a high contrast ratio. High-fidelity color reproduction means that NFTs shine out of the screen the way they were meant to be seen.

TAG Heuer introduces a graphic proof of ownership on the watch face. 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 exclusive watch face will support these formats in crisp detail on screen, with animations looping infinitely. In a world where one’s digital identity is becoming as important as one’s physical one, TAG Heuer creates a bridge and connection between these different versions of oneself.

As with all of TAG Heuer Connected models, the Calibre E4 offers watch faces based on TAG Heuer’s 160 years of rich watchmaking heritage. The new Lens watch face will work perfectly across both models of the TAG Heuer Connected Calibre E4 watch 42 mm and 45 mm and was designed to display customers’ favorite possessions. These images can come from their personal photo library, their NFT collection or a range of TAG Heuer curated images.

The new experience will be available as a free update to all owners of Calibre E4 watches via Apple’s App Store and Google’s Play Store.

TAG Heuer’s new NFT display feature comes just weeks after the avant-garde brand introduced crypto payments on its U.S. website with BitPay, enabling customers to purchase TAG Heuer watches and accessories with various digital currencies such as Bitcoin or Ethereum. The company known for its agile tech mindset is just getting started in the Web3 arena.