Make no mistake, TAG Heuer’s latest release is far from par for the course. Where other Swiss watchmakers have opted to double down on the traditional manufacturing processes, the 160-year-old La Chaux-de-Fonds-based maison is diving headfirst into the world of modern technology. Or should we say, drive-first?
In an innovative move, TAG Heuer has continued its foray into the world of sports smart watches, this time teaming up with cult golf lifestyle label Malbon Golf. The new TAG Heuer Connected Calibre E4 45MM x Malbon Golf Edition is a refreshed take on the brand’s multi-disciplinary tool timepiece, capable of tracking all your shanks, hooks and slices down to the metre. How nice.
Described as a ‘wrist-worn caddie’, the timepiece essentially acts as a range-finder, tracking your shots automatically and providing you with distance information and club recommendations for your next shot. As we noted with 2022’s Connected Calibre E4 Golf Edition, having an extensive list of metrics and statistics available at your fingertips might not improve your golf game, but it will certainly make the experience a little more enjoyable.
At 45mm, the TAG Heuer Connected Calibre E4 45MM x Malbon Golf Edition is hefty, but it’s far from an eye-sore on the wrist. Fashion-forward label Malbon Golf has adorned the Titan Grade II case with its signature turquoise blue and green hues, alongside a range of course-themed highlights. The bezel features 18 markings, symbolising the 18 holes on a golf course, while you’ll also note the words “Golf Edition” are present, just in case you ever forget what you’ve purchased.
As with all TAG Heuer Connected releases, the face is interchangeable and Malbon Golf has introduced two new designs to mark the collaboration. The first features the co-branded logo and Malbon’s character, wearing a cap with the TAG Heuer shield on it. This dynamic watch face, designed for the entire E4 generation, also has an animated design that changes colours as the seconds tick by. The second watch face, exclusive to this special-edition piece, draws inspiration from the Heuer 02 design.
Importantly, the new TAG Heuer Connected Calibre E4 45MM x Malbon Golf Edition doesn’t arrive alone. The two brands are also launching a capsule collection that includes a glove, co-branded genuine leather head covers and an assortment of premium performance apparel pieces.
While eyes remain fixed firmly on Watches & Wonders for this year, where TAG Heuer is expected to drop any number of interesting new pieces, the release of the Malbon Edition Connect E4 does speak to the brand’s new direction. Since entering the market in 2015, hot on the heels of the Apple Watch, the Connected line has found itself in somewhat of a horological purgatory. Too techy for the watch purist, too serious for the street-style conscious, but over the years, TAG has found its footing.
Pivoting the lineup towards golf, an activity brimming with interest from young players, was a lightbulb moment that enabled TAG Heuer to speak to a new consumer. Sure, the Connected line still represents just a tiny fraction of the watchmaker’s sales, but it must be said, TAG Heuer is going for an entirely new market with this collection; one that is more lifestyle-focused and Malbon Golf makes for a dream partner.
Stephen and Erica Malbon’s LA sports lifestyle empire was founded on the unheralded idea that golf, much like luxury timepieces, doesn’t have to cater to the stuffy crowd of linen blazers and country clubs. The outdated notion that golf is an elitist sport underpinned by antiquated rules and regulations is precisely what Malbon is revolting against, and it has paved the way for a new era of self-expression on the course. With a new smart watch and apparel collection now on the way, the time is right for a golf revolution and TAG Heuer is smartly hopping along for the ride.
The TAG Heuer Connected Calibre E4 45MM x Malbon Golf Edition will be available at three boutiques in the United States and two in Korea from February 26. It is priced at 2,300 CHF, with apparel pieces available now.
TAG Heuer Connected Calibre E4 45MM x Malbon Golf Edition
- Brand: TAG Heuer
- Model: Connected Calibre E4 45MM x Malbon Golf Edition
- Reference: SBR8A85.EB0338
- Movement: Calibre E4 45MM
- Diameter: 45MM
- Case: Black DLC titanium grade 2 sandblasted case Domed sapphire crystal
- Water resistance: 50 metres
- Battery life: 1 Full Day including Wellness monitoring
- Chipset: Qualcomm SnapdragonTM 4100+ Connectivity: BT 5.0, Wi-Fi, NFC
- Display: OLED display 1.28”, 416×416 (326 ppi)
- Operating System: Powered by Wear OS by GoogleTM
- Price: 2’300 CHF
