Time is precious for the younger generation. In an always-on world where immediacy is the norm, time disappears in an instant. The moments that matter – those that give time meaning – become the ultimate luxury and social capital.

As TAG Heuer’s timepieces have been central to exceptional moments throughout human history, our creative idea was to harness the adaptability of connected technology to craft the ultimate timepiece, providing every owner with access to the best watch assisting them in making any given moment exceptional. 

We created the software experience across both watch and app, allowing users to create the perfect watch face for whatever they’re doing, wherever they are - with over 4,000 permutations.

Achieve ultimate personalisation by adding special memories to unique picture dials, or by customising the first authentic TAG Heuer watch face designed specifically for users to add micro-apps that provide real-time data, for every need.

Brand relevance/ design choices

Each component had to be authentically TAG Heuer in premium design, build and ease-of-use, replicating real designs and materials of classic watch designs.

The unboxing of traditional luxury watch purchases becomes part of the experience. Over time owners build up a collection of these timepieces. We built on this - with the Modular 45, users can curate and explore multiple pieces, ‘unboxing’ different watches endlessly, creating and saving their own personal collection on a single physical watch.

TAG Heuer Studio

This key feature lets users create 4,000 watch face variations, from dial colour and finish of indices to the materials used for the hands - just like real watchmakers.

Designing systems not pages

Having designed major components of the experience, defining systems, interaction patterns and components, we created our Visual Centre - a living library, constantly updated allowing our lean product team to enhance, iterate, design, test and build more quickly.

The total experience was designed as an ecosystem; built to work across Android Wear, iOS and Android; to scale as the software is launched in future markets.

Interactive Themes

These unique watch faces harness the power of thousands of Android Wear apps, putting them directly on the owner’s wrist - integrating with Android Wear 2.0, extending modularity beyond traditional watchmaking.

Methods/ Process

Embracing consumer insights, we worked with key business stakeholders across all touchpoints to define, optimise and craft a truly luxury experience for the watch - seamlessly synchronising with the Connected app to add extra depth, control of your collection and future scalability to get the most from your Modular 45.

Timeline/ scale

Our entire process from research, through experience design, validation, development, manufacturing and distribution to retail partners took 1 year. We launched on March 16th in 40 countries and online.

As a luxury brand, TAG Heuer focuses on converting new younger audiences into members for life, increasing brand affinity, sentiment and engagement – maximising those moments that matter for their audience.

Since launch:

- 1.2 million minutes spent in the experience in 4 weeks.

- 731 million impressions of TAG Heuer brand mentions on Twitter since product launch, a 120% increase on the previous month, fueled by tweets from influential publications such as Wired, Financial Times and Fortune Magazine promoting the product.

- Emotion analysis of TAG Heuer brand mentions shows 92% positivity.

- The watch has been described as “the undisputed fashion smartwatch king” and “the Android smartwatch you want”.