TAG Heuer did it again – Connected to Eternity with Modular 45

We are just a few days shy to the opening of Basel World 2017, the world’s leading show for jewellery and watches. Watch aficionados and collectors are counting days to discover first hand the latest collections and innovations.

But if you were as lucky as some of us were, you got to witness Jean Claude Biver, the CEO of TAG Heuer, officially unveil the second generation of their Connected watch, the TAG Heuer Modular 45.  Not only did we get an exclusive viewing of the state of the art luxury Smart Watch by three industry leaders, Jean-Claude Biver, Josh Walden, Senior Vice President of Intel and David Singleton, Google’s Vice President of Android Engineering, but we got to do it in the most scenic and historic landmark of Switzerland – Rütli Meadow, home to the birth place of Switzerland where in 1291, cantons Uri, Schwyz and Unterwalden reinforced their alliance and swore mutual support against any form of foreign domination.


The choice of the location could not have been any more symbolic. It is representative of what TAG Heuer stands for – Expertise, Tradition and 100% Swiss Made, ingredients attesting to the highest standards of Swiss quality.

TAG Heuer | Connected Watch | Modular 45 | Culture, Events | Discover Out Loud
Tag Heuer connected modular 45 workshop

What is so special about the Modular 45 watch?


This is where it gets exciting, especially if you are into staying connected but not necessarily at all times. If  you have one foot in the future but heavily grounded in the beauty of the past then this watch is a Match-Made in heaven! You can be digital one minute and analogue the next by swapping the digital module for an Haute Horlogerie mechanical module.

You can also create your own watch by hand picking the type of material, colors and bracelet/strap you want.

The new TAG Heuer modular watch has integrated GPS, a payment sensor and a high-definition screen with TAG Heuer digital dials that can be personalised and interchanged with a swipe of the finger. It is compatible with Android 4.3 and soon with iOS 9. It gets charged using a contact charger, facilitating an active day without having to worry about losing connectivity.


For the snorkelers and divers, you can swim down up to 50 meters without having to worry!

Water resistant


Best part of all for us ladies is that we can get our own watch starting this coming fall! A smaller and more feminine version of the current version.


Mr Jean-Claude Biver announced that day the arrival of the thousandth COSC certified Tourbillon movement. To mark the occasion, the 1000th COSC certified Tourbillon comes in a beautiful presentation box also containing the new TAG Heuer Connected Modular 45 watch. Jean-Claude Biver, CEO of TAG Heuer, has decided to auction the whole package on eBay from March 14th to 29th, 2017, with a reserve price of CHF 17,900.

All proceeds from the sale will go to the Make-A-Wish foundation, whose mission is to grant the wishes of seriously ill children.


And to make an exceptional event even more unforgettable, we got to indulge in Mr Biver’s pride and joy outside of TAG Heuer! For those who don’t know, Jean Claude Biver produces his own cheese in his Swiss farm. He doesn’t sell it but offers it to friends, family and of course at special events, he generously shares it with his guests in the most ceremonial manner. It is absolutely DELICIOUS!

After a couple of hours of mingling and savouring the best of Switzerland, we got on a boat and crossed the lake to Lucerne, where a cocktail party in honor of the launch was hosted by Les Ambassadeurs. The CEO of the high-end luxury boutique Joachim Ziegler, welcomed the score of guests with traditional Swiss music, champagne and open arms – perfect ending to a perfect day!

My personal highlight was to share a moment with Mr Biver and discuss his legacy and love. Stay tuned!

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