TAG Heuer partnered with AKQA to combine its watchmaking history with pioneering technology, and introduce a new generation to TAG’s renowned Swiss timepieces. 

 

The brand’s first smartwatch, we designed and developed the Connected watch and companion app experiences, which offered owners the ultimate in luxury self expression – a choice of 30 iconic TAG Heuer watch faces.

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Before a single word of copy could be written, I worked with the team to define and articulate the Connected brand’s personality. From those characteristics, I then developed the tone of voice. This evolved into a set of traits, brought to life in detailed guidelines, which were shared with all TAG’s agencies. 

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I then wrote the copy for the watch and app experience. Writing for an incredibly small watch interface, while retaining some brand character was an exciting challenge – especially when you have to consider German translation length.