Tag Heuer, the Swiss luxury watchmaker owned by fashion giant LVMH, will now allow customers to display non-fungible tokens (NFTs) on the face of select smartwatch models, in a new feature announced Wednesday morning.

The move comes in partnership with Ledger for owners of the Tag Heuer Connected Caliber E4 smartwatch. The watches will also be compatible with Metamask.

NFTs will appear in a hexagon with a cloud of particles moving around the image. The new update will be available for free to smartwatch owners through Apple’s App Store or Google’s Play Store.

The company said it worked with top NFT collections such as Bored Ape Yacht Club, CryptoPunk, Clone-X and World of Women to develop the idea.

« I had a deep interest in the NFT space, and this feature is in line with TAG Heuer’s tradition of avant-garde and technological innovation, » said Frédéric Arnault, CEO of TAG Heuer, in a communicated. The company was one of the first major luxury brands to experiment with smartwatches in 2015.

The Block by Anushree Dave