Tag Heuer’s smartwatches let you flaunt your NFTs on your wrist

NFTs are inescapable enough online, and some brands are doing their part to make them omnipresent in physical spaces, too. Tag Heuer is updating its smartwatch technology to allow wearers to show off their NFTs right on their wrist. Three different, and equally insufferable, watch faces will be able to show the time as well as NFT artworks and are compatible with all collections on the Ethereum blockchain.

The new feature is being added to the Tag Heuer Connected Calibre E4 smartwatch and will also become available as a free update for smartwatch owners via Apple’s App Store and Google’s Play Store. Users can securely connect to crypto wallets such as Metamask or Ledger Live on watches, too.

Flaunt your NFTs IRL — Tag Heuer CEO Frédéric Arnault — son of LVMH chairman Bernard Arnault — plans to use the added function himself with an NFT he bought from the Bored Ape Yacht Club, he told Vogue Business. His own Bored Ape boasts an eyepatch and diamond grin, a design considered the 2470th most rare ape, according to fellow collectors.

“We think that the wrist is a great place to display your NFT — to have it close to you but also as a way of authentication between members of the community, like a badge of honor, in a subdued way,” Arnault added. That said, seeing an NFT on someone’s wrist could just as much act as a deterrent.

A number of digital collectors were involved in the development of the watch feature, with some even lending their NFTs for a campaign backing its launch. Following their feedback, Tag Heuer plans to launch its fully digital campaign on Twitter, where many collectors connect with each other. Events on Discord — an invite-only social media platform — and physical experiences will potentially follow at a later stage.

More to come? — While Tag Heuer doesn’t plan to launch its own NFTs, the brand is looking to further its connection with Web3. “We believe in digital twins and proof of ownership associated with mechanical watches,” Arnault told Vogue Business, hinting at future projects for the watch brand. As of now, Tag Heuer accepts crypto payment for its products, something Arnault said speaks more directly to the NFT community. With the brand’s latest update, he expects “strong growth” this year.