After Crypto, Swiss Luxury Brand Tag Heuer To Focus On NFTs

Tag Heuer, the Swiss luxury watchmaker, has introduced a smartwatch feature that allows customers to show off their NFT (non-fungible tokens) collections.

The new announcement comes a month after the company teamed up with BitPay to enable users to pay for luxury products in Bitcoin, Ethereum, and other cryptocurrencies.

The firm revealed it will take “another bold step into the world of Web3” by launching an NFT viewer. The NFT viewer will help clients display their NFTs collections, which will be secured by verified proof of ownership.

“TAG Heuer presents a new way to bring these valuable and highly collectible artworks into the real world. For the first time, they can be worn on your wrist with verified proof of ownership. The TAG Heuer Connected Calibre E4 allows you to display NFT artworks on your watch by connecting your crypto wallet to guarantee authenticity," the company said.

Users can pair their smartphones with the new feature and transfer multiple NFTs, the company explained. Individuals can also connect the addition to popular cryptocurrency wallets, including Metamask and Ledger Live.

Italian luxury and fashion brand Prada also hopped on the NFT bandwagon as it introduced an NFT collection built on the Ethereum blockchain that displays a series of gender-neutral shirts launched in 2019.

Prada said that every owner of a physical shirt will be gifted with a digital collectible.

“Each Timecapsule drop will be linked to both a gender-neutral physical product and a gifted NFT, a GIF of the capsule video which represents the digital version of the physical item,” it added.