“What the Third-Generation Smartwatch Can Do”
In 2015, Tag Heuer launched the first series of its Connected smartwatch and made headlines in the process. Five years later, this digital luxury piece enters its third generation, promising far-reaching improvements over its predecessors. Slimmer, faster, more functional – does the Connected 3 live up to the high expectations? We took a close look at what the newcomer can do and lay out its most important strengths and weaknesses.
Farewell to the "Modular" Concept
As the very first Swiss luxury smartwatch, the first generation of the line drew mostly criticism: there was talk of an identity crisis at Tag Heuer, a lack of direction, and too little respect for tradition. Developed in partnership with Google and Intel, it was seen – despite its Carrera case design – not as a Swiss timepiece but rather as a tech gadget and a short-lived experiment. It was even denied the Swiss Made label, because less than 60 percent of its manufacturing costs were incurred in Switzerland.
To turn the fortunes of its digital line around, Tag Heuer bet on creativity in 2017 and introduced the second generation, the Connected Modular. The successor's innovative strength was remarkable: a configurator offered a choice of more than 30 models, while the “Modular” concept allowed the digital system to be swapped for a traditional mechanical movement. The lugs stayed in place and could be attached to either a digital or a mechanical module. On top of that, the Tag Heuer Connected was finally allowed to bear the Swiss seal of origin, thanks to the final assembly of its electronic components in La Chaux-de-Fonds.
Tag Heuer even promised a free exchange for a mechanical watch once the smartwatch's technology became obsolete. Too good to be true? Apparently so, because with the Connected 3 in 2020, the configurator, the “Modular” concept, and the exchange promise were all dropped. So is the third generation worse than its predecessor?
Slimmer and More Attractive: The Tag Heuer Connected 3
Not at all, because doing away with the interchangeable modules gives the newcomer a far more cohesive look. Away from the clunky kit, toward a flatter design – that's the motto: the diameter still measures 45 millimeters, but the new placement of the antennas beneath the fixed ceramic bezel and positioning the OLED display closer to the sapphire crystal achieve a noticeable reduction in height. The screen's resolution increases from 400 x 400 to 454 x 454 pixels, while its diameter of 1.39 inches (35 millimeters) remains unchanged.
Instead of a configurator, there are now "only" seven preselected model variants, all of them water-resistant to 50 meters – just enough for surface swimming.
The quality standards of the case, on the other hand, are excellent and fully meet the premium expectations placed on the Connected 3. Everything feels extremely solid, as does the variety of metal bracelets and rubber straps. Which brings us straight to the range of models: buyers can choose between satin-finished stainless steel, sandblasted titanium, and black DLC-coated titanium. On the titanium models, the bezel matches the case color, while the stainless steel versions feature a contrasting ring in dark blue or black.
Fitness in Focus: More Smart Features Than Ever
The Tag Heuer Connected 3's biggest advantage over earlier generations, however, lies in its core function – as a smartwatch. While the new charging dock with a USB-C port is a fairly minor change, the introduction of new sensors is a key selling point: the existing GPS connectivity is joined by a heart rate sensor, compass, gyroscope, and accelerometer. Together with the preinstalled Google Fit app and Tag Heuer's own add-on “Tag Heuer Sport,” the third generation becomes a full-fledged fitness companion.
The keyword “Google” already hints at the smartwatch's technical foundation: running on the widely used Wear OS operating system, it comes with the handy Google Assistant for voice input. When the Connected 3 is connected to an Android phone and the internet, the assistant can handle simple tasks like sending messages or answering questions – though only in written form, since the smartwatch has no speaker.
Far more important in everyday use, though, is manual operation via the touchscreen and three buttons on the right side of the case. In the middle sits the (digital) crown, which lets you scroll through the menus much like a mouse wheel. Overall, we were impressed by how easy the Tag Heuer Connected 3 is to understand, although newcomers will need some time to get used to it, and it isn't quite as intuitive as the Tissot Connect Solar.
Beautiful Dials, Weak Battery Life
Once you're in your element, everything runs smoothly: apps can be downloaded from the Play Store, music is accessed via Google Play Music, and pairing with Bluetooth headphones adds extra flexibility.
There's room for improvement in the eight gigabytes of internal storage, as well as in battery life: 430 mAh may suggest long endurance, but connectivity with the smartphone in particular consumes a lot of power and can drain the battery in as little as half a day. When that happens, the Connected 3 switches to an energy-saving time-only mode. But even without a smartphone, plenty of features are available – and the variety of watch faces is one we particularly like.
The selection includes numerous designs that Heuer enthusiasts will recognize from the Swiss manufacturer's mechanical classics: from the classic display of an Autavia to the skeletonized dial of the Carrera Heuer 02, the smartwatch offers a varied tour through the La Chaux-de-Fonds product portfolio. Despite the sharp graphics, you can immediately tell the difference from the "real" dials, but the execution is original and feels like a tribute to Tag Heuer's company history. If you want to own the manufacturer's most modern line, you should set aside around €2,000, depending on the version.
That's a hefty price in the world of smartwatches. To understand it, we recommend that anyone interested take a deeper look at the historic achievements and high quality standards of this heritage brand, founded in 1860.
