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Tag Heuer, the Swiss watchmaker owned by LVMH's clothing empire, has now allowed NFT integration on the faces of some smartwatch models, according to an announcement last night.
The move is the next step for the popular watch brand after it began accepting payments in 13 cryptocurrencies for online transactions in the U.S., and CEO Frédéric Arnault spent money owning a Bored Ape ape.
Tag Heuer will partner with Ledger to jointly implement the new feature, which was originally only for the owner of the Tag Heuer Connected Calibre E4 watch and allows for secure connections to various cryptocurrency wallets such as Metamask and Ledger.
The NFT will appear on a hexagonal background with a cloud moving around. This feature is similar to how Twitter used to attach NFT to users' profile photos. The new update will be available for download through the Apple App or Google Play Store.
The company said it consulted with the community of blue-chip NFT collections such as Bored Ape Yacht Club, CryptoPunk, Clone-X and World of Women.
Arnault, CEO of TAG Heuer, commented,
"I am very interested in the NFT field and this feature is in line with TAG Heuer's tradition of pioneering and innovating in technology. We were also one of the first high-end brands to test smartwatches in 2015."
Although NFT floor prices have dropped dramatically in recent days, the winds of the "crypto winter" have begun to blow, and high-end fashion brands are moving deeper into the sector, still heating up. Less than two days ago, French fashion giant Lacoste launched its own NFT collection, in an effort to gain access to the Web3 space.
Last week, Farfetch also announced the inclusion of cryptocurrencies in the official payment option, following many other big names such as Gucci, Balenciaga, Tag Heuer and Off White. Adidas, Nike, Dolce & Gabbana have also announced their entry into this market through a series of exclusive NFT collection releases.
Kering's chief customer officer and chief digital officer, Grégory Boutté, announced at a conference last week that he wanted to make his group one of the pioneers in the Web3 and NFT spaces.
LVMH or Louis Vuitton Moët Hennessy was founded in 1987, is a French international corporation specializing in luxury goods. It currently owns more than 60 well-known brands from multidisciplinary fields. For the watch and jewelry industry, LVMH is managing many names that rivals have to be wary of such as Hublot, TAG Heuer, Zenith or Bulgari.
>> See also: Michael Saylor vows to "HODL Bitcoin overcome adversity" as MicroStrategy faces a fund call.
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