Those at the exclusive showing of the Kingsman: The Golden Circle, got more than just a preview of the highly-anticipated film when they were also given the first look at a special edition TAG Heuer Connected Modular 45, unveiled in London by Jean-Claude Biver, CEO of TAG Heuer and President of the LVMH Group Watch Division.
“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.
The TAG Heuer Connected watch was the watch of choice of Matthew Vaughn who wrote, produced and directed the film to be the timepiece for his Kingsman agents.
“For Kingsman: The Golden Circle, we needed a connected 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,” he said.
The watches worn by the characters play a decisive role in the film, pivotal to the success of the Kingsman agents’ missions. The watches needed to be able to withstand anything, be it underwater shots, fight scenes or stunts.
The Kingsman Special Edition reproduces the aesthetic adopted by the agents in the movie: pink gold lugs and an elegant leather strap with Kingsman print. The watch comes with a second strap in orange velvet, inspired by the iconic orange velvet smoking jacket worn in the film by Taron Egerton.
The key difference between the Kingsman Special Edition and the core collection is in its dial functions. Available in either midnight blue or grey, it bears the Kingsman inscription and logo at 9 o’clock and 3 o’clock. At 10:10, the dial vibrates for 10 seconds and the K-shaped logo appears. In a final nod to the film, the original Android Wear lighting function is replaced by the film’s logo on the dial, in gold on a white background. An all-terrain watch with an elegant, English-style Kingsman touch.
Starting July 6th, the Kingsman Special Edition will be exclusively available for one month via MR PORTER. It will appear as the first of the wider Kingsman: The Golden Circle “costume to collection”, a continued collaboration between Matthew Vaughn and MR PORTER.
“We are thrilled that the TAG Heuer Connected Kingsman watch will be the first item to launch on MR PORTER,” said Toby Bateman, managing director of MR PORTER. “The innovative connected technology and modern aesthetic of the watch will strongly resonate with our customers, and help build momentum for our Kingsman launch activity.”
This is TAG Heuer’s first global online launch, following its partnerships with Chinese online retailers JD.com and Tmall.com. The Kingsman program is part of the Swiss watch company’s strategy to connect with a millennial audience and to build its e-commerce business.
“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,” explained BIver.