Swiss watchmaker Tag Heuer is showcasing the capabilities of its Connected timepiece in a fashionable way.
The brand partnered with British GQ on a short social video, which shadows the magazine?s editor Dylan Bruce as he goes about his day in London. While Tag Heuer has previously aligned with sports stars and other personalities to promoted the Connected smartwatch, this latest collaboration will help the brand market the timepiece as a functional, stylish accessory.
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Tag Heuer and GQ?s video ran on GQ?s video channel and social channels. It was also posted by Tag Heuer, ensuring the watchmaker?s audience did not miss the content.
The video begins with the sound of the watch beeping with an alarm, letting consumers hear it before the watch appears on screen. Mr. Bruce wakes up and gets going, having checked his full calendar for the day on the watch face. Mr. Bruce heads to Savile Row for an appointment with his tailor at Richard James. As he is being fit for a suit, his tailor is distracted by his watch, opening up an opportunity to show off the smartwatch?s changeable faces. The tailor suggests getting suits to match each face, to which the editor jokes, ?Maybe next season.?
The editor heads to lunch and then is reminded by the watch of his friend?s birthday, prompting a visit to Fortnum & Mason for a hamper.
At the end of the short film, Mr. Bruce heads for drinks with friends and walks home.

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