Tag Heuer is the latest brand to embrace NFTs

Tag Heuer has announced that it is embracing the somewhat nebulous Web3 transition, with its first foray being to allow users of its Connected Calibre E4 smartwatch to show off some of their NFTs right on their watchface.

• What is an NFT and why should you care?

It's only the one watch getting the functionality for now, but Tag says this is only the start of a push in the same direction, so it could expand to more of its older models over time, for all we know.

There are some limitations, though - at launch, you'll only be able to display NFTs from four collections: Bored Ape Yacht Club, Cryptopunk, CLONE-X or WOW.

That does account for the two most valuable collections on the market by far in the form of BAYC and Cryptopunk, but means you don't have total freedom.

It would be interesting to survey the Venn diagram of those who have a fairly pricey Tag Heuer smartwatch and those who are also all in on NFTs, but either way the timing of the announcement could probably have gone better.

The NFT market is in the middle of a massive fluctuation that's seeing base prices tumble and many people's investments are in real danger, while the cryptocurrency market more widely undergoes a similarly alarming downturn.

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