Connected Modular 45: TAG Heuer's 'unashamedly plush' smartwatch

There has been a host of modular smartwatches on the market for some time now, giving watch-wearers the chance to keep up-to-date with their social life in a stylish and customisable package.

Swiss watchmaker TAG Heuer has now entered the highly-competitive market, with its new Connected Modular 45 smartwatch blending high-end design cues with the connectivity of a Samsung Gear.

It's powered by an Intel Atom mobile processor and runs Google's Android Wear operating system, say Digital Trends, a combination that is both "smooth" and "slick", it adds.

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The watch face itself features a 35.4mm (1.39ins) scratch-resistant AMOLED display with a screen resolution of 400 x 400. The 2.5mm (0.1ins) thick glass is slightly raised above the screen, giving it the same impression as an analogue timepiece, says Digital Trends.

TAG's new creation can also be converted into a mechanical watch, says Wired, allowing owners to swap out their digital watch face if its 24-hour battery life runs out. Analogue bodies come at an additional cost, with prices starting from around £1,400.

It's "unashamedly plush" and "hands down the most attractive Android Wear watch on the market", says Pocket-Lint, which adds the timepiece "feels as though it has been designed and considered by a watch maker".

TAG Heuer's decision to follow a modular design means the 45 may stay technologically relevant for years to come, continues the site. Buyers will simply be able to swap the body for newer modules when they become available.

Prices start at £1,200 for a basic model with a silicone strap, while range-topping watches with diamond-encrusted faces start at £5,700.