TAG Heuer’s Gorgeous Golf Smartwatch Comes With One Big Drawback

Luxury watch brands have moved a lot of product over the years by associating themselves with golf. Occasionally, the connection to the game has to do with timekeeping—a giant Rolex clock counts down the minutes until players tee off at the Masters—but in general, the associations are superficial.

Professional golfers almost never wear watches when they play. My journalist colleagues at PGA Tour events used to joke that winners took so long to emerge from the clubhouse and hoist the trophy for the cameras because they were looking for the watch they’re contractually obliged to show off.