Style | March 14, 2017 9:00 am

Behold the Optimus Prime of Luxury Smartwatches

TAG Heuer's new ticker is an infinitely customizable workhorse

While we’ve moved beyond the eyesore days of the Pebble, today’s smartwatch market still seems to prize brains over beauty.

But today brings news of a savior on the horizon.

TAG Heuer, the 150-year old Swiss luxury watchmaker, just released its second smartwatch, the impressively interchangeable Connected Modular 45. The selling points? Good specs, great looks and thousands of way to reshape the timepiece to your liking (hence the “modular” moniker).

Tag Heuer (3 images)

Partnering with Google and Intel, the Modular 45 (built from titanium, ceramic and rose gold) is being touted as the “first luxury connected watch bearing the Swiss Made label.” You can pick and choose your lugs, strap and buckle, and also swap out the Connected smartwatch module for a Haute Horlogerie mechanical one.

Other nice features include water resistance to 50 meters, built-in GPS, an NFC sensor for contactless payments, a mini microphone to communicate with Google Assistant and an OLED screen you can customize with 30 different watch dials (all interchangeable with the swipe of a finger). You can even configure your own dial and display your three favorite apps.

A whopping 56 different versions of the watch are available upon launch, with additional customizations available for the exterior (including 18 different strap choices).

Starting at $1,650, this isn’t your Fitbit replacement. Instead, think of it as a timepiece that allows you to change with the times.

Smart idea.