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Special edition smartwatch for spy film Kingsman unveiled by TAG Heuer

TAG Heuer has unveiled a special edition timepiece for the newest film in the Kingsman spy series, which is available to buy from Thursday 6 July.
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The Kingsman Special Edition of the TAG Heuer Connected Modular 45 was revealed in London by director Matthew Vaughn alongside TAG CEO Jean-Claude Biver and Mr Porter MD Toby Bateman.

Released in 2015, Kingsman: The Secret Service gave the spy film genre a fresh lease of life.

Young rising actor Taron Egerton took the lead in the action comedy, which couldn’t be more different to the serious tone of James Bond, starring alongside Colin Firth and Samuel L. Jackson.

TAG Heuer Connected Modular 45 Kingsman Special Edition Launch

Biver, Bateman and Vaughn assemble at the London unveiling of the watch

A key theme in the franchise, however, is the idea of gentlemanly conduct, fashion and grooming, thus TAG Heuer aligned with MARV films to develop the Connected Kingsman Special Edition watch ahead of sequel Kingsman: The Golden Circle.

Explaining how the collaboration came about, Vaughn said: “For Kingsman: The Golden Circle, we needed a smart watch for our agents. We looked at the different options available, but none of them were elegant enough for a Kingsman.

“Then I saw an interview on Bloomberg TV with Jean-Claude Biver about his connected watch, and it became immediately obvious; the Kingsman agents would wear the TAG Heuer Connected.”

TAG Heuer SBF8A8023.32EB0103 KINGSMAN SPECIAL EDITION - ORANGE ALCANTARA STRAP PACKSHOT 2017_dial ON

The watch comes with straps of brown leather and orange velvet

Although the new film isn’t released until Friday 22 September, no time is being wasted to generate sales of the watch – men’s’ online fashion retailer Mr Porter will have exclusive sale of it for one month, beginning Thursday 6 July.

Mr Porter was able to secure exclusivity as part of a broader Kingsman deal, whereby the retailer has stocked a costume to collection line.

The watches will be featured throughout Kingsman: The Golden Circle, supporting the agents on missions as they fight villains, pull off stunts and experience various environments.

The Kingsman Special Edition comes with a brown leather strap and orange velvet strap – the latter of which is a nod to an outfit worn by Egerton in the film. It also has a Kingsman inscription and logo, a dial in blue or grey and is billed as all-terrain.

TAG Heuer DOS_SBF8A8023.32EB0103 KINGSMAN SPECIAL EDITION 2017 HD

TAG is hopeful the watch will drive ecommerce growth and millennial appeal

As for the technology, which has been developed alongside Intel, the watch is water-resistant to 50 metres, comes with GPS and contactless payment functionality, as well as a HD display. It is also powered by Android Wear, allowing access to apps.

This will be a first global online launch for TAG Heuer as it seeks to achieve ecommerce growth and connect with millennials.

“The intersection between Kingsman and TAG Heuer speaks to what defines a gentleman today: a combination of prestige, avant-garde and access to a connected world,” said Biver.

“Our customers are buying through online channels more and more every day. We need to be where our customers are, which means we need to be online! It is wonderful to be partnering with MR PORTER because it is perfectly in line with TAG Heuer’s ecommerce strategy, providing a new online purchasing platform for the next generation of TAG Heuer fans.”

The Kingsman edition of the watch will cost £3,100, while the regular TAG Heuer Connected watches cost upwards of £1,200.

Take a closer look at what you can buy on Thursday 6 July in the video below.

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About Author

Zen Terrelonge

Zen Terrelonge is the deputy editor of Real Business, specialising in media, innovation, technology and the digital sector. A media professional with eight years worth of experience he has worked for both startup and established publications.

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