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Beyond Timekeeping: TAG Heuer’s NFT Watch Integration

METAV.RS / Beyond Timekeeping: TAG Heuer’s NFT Watch Integration
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Tag Heuer’s timing has always been impeccable and the same holds true for their metaverse launches. A first in the watchmaking industry, their innovative NFT integrations in their watches have maximized customer satisfaction by letting them showcase their digital collectibles on their wrist. This seamless blend of physical and digital luxury with both NFTs and Immersive Tech  signifies TAG Heuer’s innovative approach to Web3. 

Display your NFT on the Connected Calibre E4

In June 2022, Tag Heuer announced the launch of its new watch, the Connected Calibre E4 which would let the wearer display his/her NFTs on the watch screen. The watch company collaborated with blue chip NFT collections such as Bored Ape Yacht Club, and CryptoPunk, to develop this idea. “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,” Frédéric Arnault, CEO of TAG Heuer, said in a statement (he has been vocal about his support of NFTs on Twitter).

Quite similar to how Twitter lets users display their NFTs in their display picture, the NFT appears in the background as a hexagon with a moving cloud around the watch. The experience is enabled by connecting the watch to a crypto wallet and works with Metamask and Ledger. The watch owners can transfer their owned NFT images to the watch’s lens face using a smartphone app. The watch offers three distinct display designs to showcase both the digital artwork and time and it also supports animated NFTs. 

NFT on Tag Heuer watches

VR Experience for the brand’s iconic Carrera collection

In 2016, Tag Heuer had the idea to showcase their Carrera watch collection in as little time as possible. They wished to convey to their young audience “in real life”, at an event, all the keys that make up the brand identity of this certain collection. Thus, the racecar-centered V.R. experience was launched which could be accessed via the NYT app but could only be truly enjoyed with a Samsung GEAR VR to get that immersive environment. The 360° film titled “Crafting a Legend: Ride with TAG Heuer” captured the brand’s motorsport-linked heritage, from its inaugural model in the early 1960s to the then latest collection. In just 2.5 minutes, viewers were transported from the cockpit of a 1950s GT car to the high-speed world of Formula 1 racing and the film was aimed at highlighting Carrera’s evolution. 

“Today it’s very difficult to let people know what’s inside a watch,”Jean-Robert Bellanger, the company’s digital marketing director, said. “We thought virtual reality would be a very good experience, but also very entertaining.” The VR experience was first unveiled at Baselworld 2016, then worldwide on other occasions such as the GP of Formula E Paris, the TAG Heuer Opera Boutique in Paris, the Pop-up store at Zurich Airport  etc.

Read More: Apple’s Vision Pro: Future of Immersive Commerce

Tag heuer vr experience

Virtual Try Ons Using AR

Tag Heuer was the first watchmaking brand to utilize 3D modeling to showcase their products in virtual showrooms. As early as in the early 2010s, users could virtually try on the watches and could change products, colors and styles on the application via the website, using the phone’s camera. Customers being able to visualize how different watch models looked on their wrists lead to a higher chance of the buyer making a purchase and Tag Heuer saw a 35% increase in conversion rates. The brand also observed a 25% reduction in product returns due to the implementation of virtual try-on.

If you’re considering the deployment of an immersive 3D showroom for your brand, look no further than METAV.RS. As a tech provider and white-label solution, METAV.RS excels in creating immersive showrooms seamlessly integrated into e-commerce websites, accessible on any device (laptop,  smartphone etc.), without the need for additional applications.

With our solution, you can elevate your brand representation to new heights, offering virtual shopping experiences, replicating the charm of a pop-up store, and infusing gamification into the mix with digital collectibles and dressing rooms.

But that’s not all,  METAV.RS is not only a solution of immersive showrooms but also has the capabilities to launch NFT collections. By leveraging our Utility Manager, you can effortlessly associate utilities with your NFTs, a strategic move to recruit and engage with new audiences from Gen Z and Millenials.

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