TAG Heuer Connected Owner Review : Sporty, connected and versatile

As a passionate watch enthusiast (particularly of mechanical watches), I was eager to try out a smartwatch from a luxury brand. I was already interested in the Tag Heuer Connected E4 when I heard rumors about the upcoming release of a new E5 model. That's why I waited until its launch day to purchase one at the Tag Heuer boutique in Geneva. The defining characteristic of this smartwatch is, first and foremost, its strong connection to Swiss watchmaking heritage. You could say it's a model with cutting-edge technology at its core, yet with a mechanical and historical soul. TAG Heuer is, in fact, the only classic watchmaker to venture into this territory. The new E5 model is available in two different diameters: the standard 45mm and a new 40mm version. Having small wrists, I opted for the latter. With its beautiful curves combining brushed and mirrored finishes and gentle chamfers that eliminate sharp edges, the steel case exudes refinement. It's topped with a magnificent domed sapphire crystal. The crown and pushers also feature finely crafted details. You can tell it's first and foremost a TAG Heuer watch, before it's a smartwatch. The AMOLED touchscreen is bright. The watch's strength lies in the enormous selection of watch faces and customization options. Users can choose from all the brand's iconic watch faces (Carrera, Aquaracer, Formula 1) or new face faces exclusive to this model. Note that in "standby" mode, the dial is dark and the seconds hand is off; in "active" mode, the dial is bright and the seconds hand moves. This E5 version features the brand-new TAG Heuer OS operating system. I find the user interface to be aesthetically very appealing. Furthermore, it's intuitive and remarkably simple. Unlike previous models, this one is equipped with a microphone and speaker for voice calls and the voice assistant. As for apps, TAG Heuer has chosen to focus on three main categories: health tracking, running, and golf. These include heart rate monitoring, calorie tracking, and step counting. There are also specific apps for walking, running, cycling, swimming, and golf (with over 40,000 integrated courses). A real plus of this model is the wide range of easily interchangeable straps that require no tools (in steel, leather, rubber, or Velcro). I own two. For a more formal look, the strap with its brushed links on the outside and mirror-polished links on the inside is stunning. It comes with a butterfly clasp that disappears under the strap when closed. For more athletic use, I also bought the black rubber strap. From a distance, it looks remarkably simple, but up close, you appreciate the attention to detail, particularly the subtle edges and the tip that resembles the Tag Heuer logo. As for the downsides, I regret the absence of physical hands (like on a Tissot T-Touch; see my review of that model) and the relatively short battery life. Furthermore, the new TAG Heuer OS is a closed ecosystem, meaning you can't add third-party apps. In addition, the price can be particularly high for a smartwatch. Finally, unlike a mechanical watch, you never know if it will still be working in five years. While I find the watch quite attractive overall, I wear it much less than my mechanical watches. The mere fact of having to recharge it detracts from its appeal. I wanted to try it, and now I can say it: there's clearly less of an emotional connection. Specifications: Diameter: 40 mm Thickness: 14 mm Power Reserve: 1.5 - 2 days Year: 2025 Ref: SBT8010.BA0002 Caliber: TAG Heuer OS Water Resistance: 50 m