The Swiss watchmaker has released its second generation connected watch based on a modular design, meaning tailor-made luxury for connected and mechanical watch fans.

Swiss tradition connected to the future. That’s the motivation behind the new TAG Heuer Connected Modular 45. Yesterday, the luxury Swiss watchmaker unveiled this second generation connected watch, following the successful partnership with Intel and Google on the first TAG Heuer Connected watch.

Jean-Claude Biver, brand CEO and President of the LVMH Watch Division, was on hand to drive home that this is not just a forward looking technology, but that it’s also very Swiss:

"This is a Swiss watch which embodies the luxury codes of tomorrow, and which not only enables you to connect to the future, but also to connect to eternity thanks to its simple and smart modular design. This innovative, unique and distinctive watch is at the forefront of the latest technologies available in Silicon Valley and, at the same time, a genuine Swiss watch, bearing the Swiss Made label.”

In addition to being connected, the unique value proposition brought by the Connected Modular 45 is that it is a Swiss luxury watch, and that it’s also modular (more on that below). So of course during the launch of the new timepiece, the “Swissness” was driven home hard.

The announcement took place in a Swiss meadow where, according to national legend, in 1291 the representatives of the primitive Swiss cantons took the oath of Rütli to seal their alliance. Over time, this Rütli meadow has become a symbolic place where Switzerland celebrates an official national holiday.

But it wasn’t all PR. The watch is indeed Swiss made, having been designed, developed and assembled in Switzerland by TAG Heuer. True to a proper Swiss watch, only high-quality materials were used, including titanium, ceramic, and rose gold, crafted and finished with a high attention to detail.

What makes this an improvement from the first connected watch from the LVMH brand is that is it modular. Nearly everything on it can be customized, but most importantly, the watch allows users to swap out an Haute Horlogerie mechanical module with a connected one.

Now, the brand claims that this is an “original concept which is brand new in the field of connected watches”. What they didn’t mention is that Halda has been championing modular design by using mechanical modules made by Zenith and electronic ones for either racing or for taking flight.

In terms of mechanical options, the watch is based on the Carrera and users can opt for either a three hands model or a high end COSC certified Chronograph Tourbillon. There is also a vast choice of materials, colors and combinations.

This watch can be customized from among 56 different versions available (11 models are offered as standard and 45 others can be delivered on request). Options range from satin or polished grade 5 titanium, to plating with 18K 5N rose gold, to black ceramic, with or without diamonds.

Depending on the occasion, the user can easily switch out the heart of the watch for a connected option.

That second heart is powered by a an Intel Atom™ processor and operates on Android WearTM 2.0. It brings a good 4 GB of storage memory and a latest-generation lithium battery providing more than a full day of power. On top of that, the TAG Heuer Studio dial configurator also offers customers the chance to create their own dials.

The asking price for the new watch is also as variable as the options it allows. Just the Connected Modular 45 can be had for 1690 Swiss francs, but a deluxe box set which also includes the prestigious COSC certified chronograph Heuer-02T tourbillon mechanical module will cost over ten times that, at 17,900 Swiss francs.