Tag Heuer Introduces NFT Feature For Smartwatch Models

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Tag Heuer, the Swiss luxury watchmaker owned by fashion powerhouse LVMH, will now let customers display non-fungible tokens (NFTs) on the face of certain smartwatch models, in a new feature announced on Wednesday morning.

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The move comes in partnership with with Ledger for owners of the Tag Heuer Connected Calibre E4 smartwatch. Watches will also be compatible with Metamask.

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The NFTs will appear in a hexagon with a cloud of particles moving around the image. The new update will be available free for smartwatch owners through the Apple App Store or Google’s Play store.

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The company said it worked with blue chip NFT collections such as Bored Ape Yacht Club, CryptoPunk, Clone-X, and World of Women to develop the idea.

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"I have had a deep interest in the NFT space, and this feature fits with TAG Heuer’s tradition of being avant-garde and innovative in technology," Frédéric Arnault, CEO of TAG Heuer, said in a statement.

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The company was one of the first major luxury brands to experiment with smartwatches back in 2015.

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