News, TAG Heuer

Mexico – Launch of the TAG Heuer Connected Modular 45

TAG Heuer presented the second generation of the connected watches in Mexico. It is called Connected Modular 45.


26 April 2017, Mexico City

TAG Heuer, the Swiss luxury watchmaker, presented today the second generation of its connected watch in Mexico. The event, held in the Altto San Angel complex in the south of Mexico City, and which featured Henri Monti, TAG Heuer Sales Director for Latin America, and Karim Santiago, Director General in Mexico, gathered over 300 guests to unveil the first luxury connected watch with the Swiss Made label.

Ariana Ron Pedrique and fashion blogger Ari Camacho (The double Denim), together with Chumel Torres, were the hosts. They all shared their experiences regarding the importance of staying connected 24 hours a day. Chumel, the creator of “El Pulso de la República”, a programme with more than 1.5 million viewers in YouTube and anchor of “Chumel con Chumel Torres” in HBO, joined the TAG Heuer family as a friend of the brand and premiered his video “#24HoursConnected con el TAG Heuer Modular 45”.

The presentation ended with a #DontCrackUnderPressure challenge for participants’ physical and mental strength as they biked a virtual route and assembled a different Connected Modular 45 to illustrate its modularity.

Chumel received a prize from Karim Santiago, who commented: “Successful products are No. 1 in the market; different and unique. The TAG Heuer Connected Modular 45 has all those three features. It breaks the rules by connecting the past and the future; it is tradition and technology; craftsmanship and connectivity; customization and flexibility: In sum, a milestone not only in watch making but in the luxury item world.”

Designed, developed, and assembled in Switzerland by TAG Heuer, this genuine Swiss luxury watch engineered in collaboration with Intel: water-resistant to 50 meters, it features GPS, an NFC sensor for payments, a stunning high definition AMOLED screen.

Its connected module, a 45 mm Carrera model is interchangeable with an Haute Horlogerie mechanical module -3 hands or Chronograph Tourbillon COSC certified – offering a vast choice of materials, colors and combinations: the concept of modularity also applies to the lugs, strap, and buckle. The TAG Heuer Studio dial configuration also offers customers the chance to create their own dial, just like a watchmaker.

Made from satin or polished grade 5 titanium, or plated with 18K 5N rose gold, or in black ceramic, with or without diamonds: after choosing a watch from the 56 different versions available from its launch (a selection of 11 standard models are systematically offered in store + 45 others on request), the entire exterior of the watch can be customized.

This customization will enable a multitude of combinations in terms of materials and colors. For the choice of strap alone, there are no fewer than 18 references available, made from rubber, natural leather or anthracite grey leather, titanium or ceramic.

The Connected Modular 45 may now be purchased in Mexico in selected sales points in El Palacio de Hierro, Liverpool, EMWA, Berger, Peyrelongue, and BO & CO., as well as in TAG Heuer boutiques in Polanco and Interlomas.