CryptoChipy analysis highlights a trend among luxury brands like Tag Heuer, which is responding to the increasing interest in NFTs. The new Lens watch face offers a premium experience, supporting both static and animated digital collectibles. It presents an advantage over smartphones, which display digital wallets or static photos on phone cases and screens. Frédéric Arnault, the CEO of Tag Heuer, emphasized that NFTs should not merely be viewed as images, but as items that deserve to be displayed on objects as unique as the art itself. This further enhances the value of digital artwork.
What stands out is that the smartwatch also displays proof of ownership, indicated through a hexagonal cloud of particles surrounding the digital artwork. The user can adjust the size of this cloud to their preference. CryptoChipy views this feature as an ideal solution for digital collectors, who often feel a strong connection to their devices. The ability to display ownership credentials and digital identities directly through the smartwatch is an added convenience. The CEO of the Swiss smartwatch company underscored that watches are the perfect format for self-expression and as a conversation starter. The passion for NFTs is evident when shown on a watch. He acknowledged being among the enthusiastic collectors, having started his own NFT journey with a Bored Ape NFT. He also mentioned that those who aren’t NFT enthusiasts are still impressed with the intuitive display. The launch of this smartwatch marks a new era in timepiece displays.
From Traditional Timepieces to Digital Art
The most successful models from Swiss smartwatches have traditionally been seen as mechanical timepieces, such as the Heuer 02, which has seen several downloads thanks to its chronograph-style display. Tag Heuer’s CEO believes that connected devices will unlock new creative possibilities in the future. He suggests that NFTs will play a key role in the transition away from physical watch hands. For example, when the NFT is displayed on the new Lens watch face, the time is indicated using a discreet triangle and circle near the bezel. The triangle represents the hours, while the circle shows the minutes.
The CEO was questioned about the delay in entering the Web 3.0 space with the company’s own digital network. He explained that the company faced challenges in positioning itself within the NFT community, which has over 500,000 members worldwide and is rapidly growing. He stressed that brands must first demonstrate respect for this space before entering it. Tag Heuer’s approach has been to embrace crypto, offering crypto payments and enabling users to showcase NFTs on their devices.
Tag Heuer – Exploring the Potential of NFTs
Frédéric Arnault sees the monetization of NFTs as a result of growing interest from creators. This has led to significant investments in creative endeavors that weren’t possible before. He emphasized that understanding the value of a digital collectible is crucial, and it should offer utility such as services, access, or exclusive drops. To successfully launch an NFT, one must preserve the value of the digital asset while engaging the community. Successful NFT projects often revolve around strong engagement strategies and the creation of a universe based on these collectibles. Bored Ape, for instance, is renowned for providing intellectual property to its community and building a metaverse around it. Other projects, such as Murakami Flowers and Rtfkt, are also worth noting. Arnault likens the importance of community in the Web3 space to the watch collecting world, where the sense of belonging is key. He believes that blockchain and NFTs are reshaping the luxury industry.
The contents of clients’ wallets will transform customer relationship management (CRM) practices and how brands engage with their audiences. However, Arnault acknowledges that this transformation will take time, as the technological and time-intensive barriers to entry remain. Innovations are needed to reduce the environmental impact of energy-consuming production processes. He anticipates that crypto efficiency will improve within the next decade, and sees quantum computing as a game-changer that will enhance crypto’s computational capabilities.
Arnault remains optimistic that the current volatility in the crypto market is pushing away speculators and eliminating less professional projects. The crypto industry’s “unicorn” is emerging. The CEO did not specify how Tag Heuer’s Web3 presence would evolve, but emphasized that they aren’t aiming to rush or be the first. He stressed that navigating the crypto space requires agility and a willingness to take risks. As he put it, a month in the crypto world is equivalent to a year in any other industry. Tag Heuer’s inclusion of NFTs will contribute to the broader development of the crypto industry. Learn more about the new smartwatch from Tag Heuer on the official website.
