TAG Heuer, the premium watchmaker, unveiled its new Connected Calibre E4 smartwatch, allowing owners to show their NFTs on the watch’s digital face.

The announcement comes just weeks after the firm joined Bitpay to begin accepting thirteen cryptocurrencies as payments for online transactions in the United States. It represents yet another big luxury brand’s commitment to Web3 technology.

Digital wallets on the owner’s smartphone will sync NFTs to the Calibre E4. The watch currently supports the Crypto Cold Wallet, Ledger, and Metamask wallets. In addition, owners can show both JPEG and GIF NFTs on the watch’s face, which will appear in a hexagon layout, similar to how Twitter displays authorized NFT profile images.

The watch may also display personal photographs of the owner and images picked by TAG Heuer.

The watchmaker claims it spoke with “blue chip” NFT groups such as the Bored Ape Yacht Club NFTs, Cryptopunks, CLONE-X, and World of Women to determine how best to modify the watch’s design and functionality for NFT holders.

The new Lens Watch Face will be made available to the Calibre E4 smartwatch via an update through Apple’s App Store and Google’s Play Store.

The Lens Watch Face will show NFTs and the time, in three different ways, including a novel conceptual design that uses a triangle and a circle to indicate minutes and hours. Users can also link their crypto wallet, find their NFT, scale it for the circular screen, and show it on the Lens watch face, where it will be presented in a hexagon with a cloud of particles clustering around the picture.

The Lens Watch Face will handle static and dynamic NFTs, with indefinite animations running so users can fully appreciate the artwork.

It is not the first time that TAG Heuer has dipped its fingers into the pool of crypto investments. TAG Heuer just announced a new cooperation with BitPay, allowing users to buy TAG Heuer watches from their US website using Bitcoin or Ethereum. Calibre E4 customers may receive the update soon.