Luxury watch brands have spent years trying to convince golfers that a watch belongs on the course.
Tag Heuer’s latest effort may be the most persuasive yet.
Unveiled today, the new Tag Heuer Connected Calibre E5 x TaylorMade Edition is a golf-focused smartwatch designed to do more than tell the time or measure distance to the green.
TAG Heuer.
Instead, it aims to act like a full-time performance coach, automatically tracking every shot you hit and analysing where you’re gaining and losing strokes throughout a round.
The watch is the result of a new collaboration between Tag Heuer and TaylorMade, one of the biggest names in modern golf equipment.
Built around Tag Heuer’s existing Connected Calibre E5 platform, the 45mm smartwatch features a grade-two titanium case, a bezel engraved with all 18 holes of a golf course, TaylorMade branding and two exclusive digital dials inspired by golf-course topography and “the movement of a golf swing”.
The real selling point, however, comes in the software.
Using Tag Heuer‘s proprietary tracking technology, the watch automatically records shots and positioning throughout a round without requiring manual input from the wearer.
That information is then processed using TaylorMade’s performance-analysis system to generate a “strokes gained” score, the same data-driven metric used throughout professional golf to evaluate performance.
TAG Heuer
You get the idea: identify where strokes are being won, where they are being lost and what areas of your game need attention.
Elsewhere, golfers can monitor all sorts of Clunhouse-ready bragging stats including longest drive, best score, last score, total rounds played and total birdies made throughout the season.
Priced at £2,150, the Tag Heuer Connected Calibre E5 x TaylorMade Edition launches alongside a matching TaylorMade Spider ZT putter, co-branded duffle bag, hats and golf gloves. Tommy Fleetwood fronts the campaign.