TAG Heuer themselves describe one of the features of their new Connected Modular 45 smart watch as a “new experience of time” and they’re hoping to capture a bigger chunk of the smart watch market with their second generation watch.

Engineered in collaboration with Inteo, this watch is packed with tech. WiFi, Bluetooth, GPS and NFC, you’re going to be able to tap and go pay for anything you want with your fancy new TAG watch – now that sounds good to me.

When paired with an Android phone, the TAG Heuer companion app does all the work allowing you to control the features of the watch, while built into the watch is Google Voice control allowing you to talk to your watch not just tap and swipe.

That new experience of time? Because the watch knows your day through your calendar and the connected app, the watch face can customise itself based on if you’re running behind schedule – Not entirely sure what that means in practice, but we’ll take a look.

Of course Style is critical for TAG Heuer, the customisation of the watch means tehre are almost 500 different style choices. With 56 version of the watch available – 11 in-store and 45 others on request you can then personalise everything from the modules, the bracelets the buckles and more. Of course the face itself it customisable too making it all the more personal.

The Intel involvement is the Atom processor inside, allowing Android Wear 2.0 to run smoothly. Technically it’s a 1.39 inch AMOLED touchscreen, and there’s 4GB of memory. It’s water resistant to 5ATM which means showering and shallow water swims are fine.

The TAG Heuer Connected Modular 45 is available now at tagheuer.com, TAG Heuer stores, specialty watch stores and major retailers worldwide starting at around $2,300 AUD