Like Apple (and unlike most other smartwatch rivals), Tag Heuer is introducing a battery replacement service. The replacement will be a like-for-like swap, rather than an upgrade.
—a point WIRED’s reviews editor Julian Chokkattu raised as Tag Heuer launched its Connected watch back in 2020. High-end brands are asking you to pony up well north of $1,000 for a watch with a battery that cannot be replaced and will eventually degrade. But with the latest Connected Calibre E4 watch, Tag Heuer has smartened up.
“Durability is very important,” says Tag Heuer CEO Frédéric Arnault. “Yes, we have some obsolescence with these products. We don't want to deny that. Eventually, it will stop working. So we want to make sure it can continue to function as long as possible. Today, we still have a few thousand people wearing the first Connected we launched in 2015. And the first component that runs out is the battery. That's why it made sense to extend the lifetime—to offer that possibility.
“This 42-millimeter is more elegant, less sporty, and a little bit more adapted for general all-day use,” Arnault says. “We actually wanted to do it for the last generation, but we had a brand-new team, a new vision, and we had to focus and take the product step-by-step. This 42-millimeter is a very different product. The same components, but we had to develop everything twice. So it's more challenging. We were not capable of doing it to the right level of quality two years ago. Now we are.
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