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TAG Heuer Wants You to Mix-and-Match Its New Smartwatch

Always wanted a watch with Google Assistant and a tourbillon?

TAG Heuer has just released its second-gen smartwatch, which now runs Android Wear 2.0. That means it comes equipped with features like Android Pay and Google Assistant. It also features an OLED screen, GPS, water resistance up to 50 meters and 30 hours of battery life. For a smartwatch, that’s actually all pretty great, but this being TAG Heuer version of a smartwatch, there’s quite a bit going on here beyond the OS.

Because TAG Heuer knows that someday your fancy smartwatch will be obsolete, the brand opted for a modular architecture. That means that all the components — the strap, buckle, the lugs and even the watch module itself — are interchangeable. The idea is that years down the road you can swap out your outdated connected module (which, by the way, technically meets the standard for the “Swiss made” label) for a more up-to-date one.

You can even swap it out with a mechanical watch modules. Yes, really. As of now, customers can opt for either an additional three-hand Carrera module or the Heuer-02T tourbillon chronograph (there are, purportedly, more on the way). Customers also have the option of components made from a variety of materials. Ceramic? Check. Titanium? Check. Rose gold and diamonds? Believe it or not, check.

The new TAG Heuer Connected is available starting now, and it ranges in price from $1,650 for the most basic setup to $17,000 for a set that includes the additional tourbillon chronograph module.

Buy Now: $1,650+

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