The TAG Heuer Connected app works alongside the brand’s Connected watch, allowing wearers to track their biometrics throughout the day. The technology monitors daily step count, exercise intensity, level of effort, heart rate, and calories burned – all of which can be accessed through the watch’s inbuilt app or on a smartphone. Meanwhile, the mobile app aims to motivate the user, by helping them understand how daily movement benefits their overall health. “The TAG Heuer Connected has established its status in elegance and sports,” says Frédéric Arnault, TAG Heuer CEO. “In addition to elegance and performance, our users also expressed a strong interest for tracking their wellness. We value their input; we know how important it is to remain active these days.”

While luxury shopping was once strongly linked to conspicuous consumption or wanting to spend on the luxe experiential economy, luxury brands are becoming increasingly present in people’s personal and private lives. According to a panel run by Bain, the pandemic has shifted consumer expectations of luxury brands: people are looking for brands that provide anxiety reduction, motivation, and therapeutic value. Coupled with the increased interest in health and wellness accelerated by the pandemic, luxury brands are well-placed to meet their customers in more intimate home environments where health-based activities are taking place. Already taking this onboard, Dior’s campaign featuring Gisele Bündchen addresses mental health, while Louis Vuitton has tapped into the fitness industry, releasing a bike in collaboration with Maison Tamboite.

Luana Sambell is a behavioural analyst on the Cultural Intelligence team at Canvas8. With an MSc in consumer behaviour, she’s interested in how pop- and sub-cultures shape people’s preferences, judgements, and decision-making. Outside of work, you can usually find her cycling around London looking for dumplings or natural wine.