Tag Heuer Wants To Incorporate NFTs Into Their Watches

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    With the debut of crypto payments on its US website, Tag Heuer was the original mover in the luxury industry. Now, with the inclusion of a link to a crypto wallet that allows users to show their NFTs on the face of their wristwatch, the LVMH-owned Swiss luxury watches are reclaiming the lead.

    The new capability will be offered as a free upgrade for smartwatch users via Apple’s App Store and Google’s Play Store for the Tag Heuer Connected Calibre E4 wearable. Users may connect to crypto wallets like Metamask or Ledger Live safely. The watch face includes three different methods to show the time while displaying NFT artworks, and it works with all Ethereum collections.

    Tag Heuer Watches To Display NFTs As Status Symbols

    Frédéric Arnault, CEO of Tag Heuer, feels that an NFT display will be a desirable addition for watch owners. “The most natural initial step was not to start our NFT collection, but to allow collectors to utilize their NFTs in new ways.” He explains, “We speak to all dedicated collectors.”

    The capability will be used by Arnault, the son of LVMH chairman Bernard Arnault: he recently purchased an NFT from Bored Apes – an Ape with an eyepatch and a diamond smile. Tag Heuer collaborated with a slew of collectors to fine-tune the new features. Some of them have agreed to lend their NFTs to the launch campaign. Twitter will be the focus of a purely digital campaign. Physical events and Discord, an invite-only social networking site, may be added later. Despite the community’s large number of Twitter followers and high-profile members, many NFT collectors want to remain unknown.

    “They are the modern-day Daft Punk,” says Guillaume Mathias, Tag Heuer product manager, referring to the French electronic music duo from the 1990s who donned helmets to protect their identities. Casetify, a direct-to-consumer lifestyle company renowned for phone covers and other accessories, is also testing the waters in this arena, having released an iPhone case earlier this year that allows for the display of an NFT while also enabling authentication.

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